Everybody expects content about refrigeration products to be boring.
That’s why the marketing team at Heatcraft Refrigeration Products wanted to flip the script in B2B marketing.
The division of Lennox International manufactures and sells refrigeration products such as walk-in, reach-in, and warehouse coolers, to restaurants, supermarkets, gas stations, and warehouses.
So, the marketing team creates engaging, unexpected, and personable content that helps Heatcraft stand apart from the competition.
Heatcraft’s content marketing director, Pete Grasso, and digital marketing director, Tim Fletcher, detailed the experience in their Content Marketing World presentation. Let’s go through their how-to and learn about the business results achieved.
Create compelling videos
Before Tim gets to the B2B, he shares a B2C example. Recently, he bought furniture that needed assembling. Instead of reading the printed instruction manual, he scanned a QR code from the manufacturer and watched a step-by-step assembly video.
In the B2B world, Heatcraft adopts a similar strategy, making short, compelling, and educational videos on how to install its refrigeration products.
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