Episode 8 - Jeff Cross on Creating a Media Publishing Function

Industrial Growth Institute

Jeff Cross on Industrial Media and Publishing: Industrial Growth Insitute Podcast Episode 8

Summary

Ed Marsh is joined by Jeff Cross, the media director of ISSA, the Industrial Cleaning Trade Association for Episode 8 of the Industrial Growth Institute.

Jeff shares his career journey and how he transitioned from journalist to owning a cleaning and restoration firm to later becoming a content creation machine.

Jeff discusses the importance of content marketing and the editorial ethos of @ISSAMediaTV 's media brands and touches on the misconceptions about industrial cleaning and the value of cleanliness in the #IndustrialManufacturing space. He provides insights on starting and maintaining a content creation effort, as well as the role of #LinkedIn groups in promoting content and the importance of incremental wins in #ContentMarketing.

The conversation takes many turns as Jeff shares practical insights on finding valuable information, optimizing engagement with #TradeAssociations, making #TradeShows more effective, hiring journalists for content marketing, workflow, and time management, remote work and team collaboration, the role of #AI in #ContentCreation, and adding a publishing function to a B2B company.

Takeaways

• Content marketing is an effective way to promote a brand and provide solutions to industry pain points.
• Creating a publishing brand requires focusing on a specialty and providing valuable content to the target audience.
• Publishing content outside of core expertise is possible by soliciting outside expertise, conducting interviews, and facilitating the exchange of information.
• LinkedIn groups can still have value, but moderation is necessary to filter out promotional content.
• Incremental wins in content marketing, such as reaching a targeted audience, are more important than aiming for viral success. Stay informed by listening to #podcasts, reading blogs, and watching videos related to your industry.
• Engage with trade associations to network and learn from others in your industry.
• Make trade shows more effective by being engaging, personable, and interested in others.
• Consider hiring #journalists for content marketing to bring a journalistic approach and storytelling skills to your company's content.
• Manage your time effectively and create a workflow that allows for consistent content creation.
• Embrace remote work and leverage technology to collaborate with your team.
• Be cautious and intentional when using AI in content creation, ensuring authenticity and transparency.

Check out Jeff's website

LinkedIn: Jeff Cross and Ed Marsh

Twitter: Jeff Cross and Ed Marsh

Instagram: Ed Marsh

YouTube: @ISSAMediaTV and @EdMarsh

Show Transcript

00:00 Introduction and Background
02:28 Jeff's Career Journey
06:19 Transition to Content Creation
08:36 Editorial Ethos
12:15 About ISSA
13:32 Misunderstandings about Industrial Cleaning
15:12 Importance of Cleanliness in Industrial Manufacturing
19:43 Starting and Maintaining a Content Creation Effort
25:07 Creating Content Outside of Core Expertise
28:09 Publishing vs. Content Marketing
31:25 Value of LinkedIn Groups
32:41 Importance of Incremental Wins
33:01 Finding Valuable Information
35:08 The Value of Listening to Podcasts
36:19 Optimizing Engagement with Trade Associations
39:28 Making Trade Shows More Effective
40:52 Hiring Journalists for Content Marketing
44:27 Workflow and Time Management
46:31 Remote Work and Team Collaboration
48:46 The Role of AI in Content Creation
52:59 The Concerns and Excitement around AI
57:53 Connecting with Jeff Cross
01:00:18 Adding a Publishing Function to a B2B Company

#podcast #IndustrialMedia #MediaAndPublishing #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #MarketingVideo #VideoMarketing #Podcasting #ContentMarketing #InboundMarketing #PublishingCompany #MediaPublishing #ContentPublishing #ContentPromotion #ContentDistribution #ContentChannels #JeffCross #ISSA #Journalist #Journalism #ManufacturingJournalism #IndustrialCleaning #BuildingServiceContractors #VideoProduction #TradeJournal #TradeShows #TradeAssociation #ISSA