Hi, I’m Travis Kennedy. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog.

This blog is designed to help manufacturers and service providers in the water and wastewater industry understand how to influence their customers into buying their product. It’s about a new concept called brand publishing and helping you unleash the power of brand publishing on your sales and marketing efforts.

For most of my career I’ve worked in the advertorial world, helping companies position their written content in front of treatment plant operators, consulting engineers, industrial entities and municipal authorities. What I noticed was a distinct difference in results between those companies recirculating their traditional sales literature and those investing in creating compelling content that helped the reader more than pitched a product.

And so, I started working with some early adopters of content marketing techniques in the water market to generate more valuable reader-centric content. Then I realized that it wasn’t simply better content that was effecting change. The most successful companies I was working with were creating unique circulations for their content and becoming what I like to call brand publishers.

I’ve been sharing my insights with organizations such as the Water & Wastewater Equipment Manufacturers Association (WWEMA) and in the process, learning more and further refining what successful brand publishing looks like. The more I’ve studied what works and what doesn’t, the clearer the concept of brand publishing has become.

I hope this blog gives you the confidence to invigorate your marketing by becoming a brand publisher too.

Video:

This video explains the ethos of brand publishing and why it’s so important in today’s marketing world.

Want to connect with me?

To ask me a question over a quick phone call, click here to schedule a time or call me at 215-675-1800 ext. 122. 

Since 1995, Water Online has been connecting technology suppliers to water and wastewater professionals across municipal and industrial markets. During that quarter century, our influence has grown to more than 1 million unique visitors annually and more than 330,000 engagements for our customers every year.

Our platform allows you to connect directly with your existing and potential customers through a variety of touch points, including your own microsite within Water Online, inclusion in newsletters, and custom content.

All of this takes place under the banner of brand publishing, a marketing strategy designed to deliver informative and educational content to customers rather than pushing direct sales or promotional messages upon them. It is based upon the recognition that in today’s information-rich world, purchasers prefer to walk themselves through much of the buying cycle rather than be led by a salesperson.

In the water and wastewater industry especially, utilities as well as industrial operators are increasingly wary of suppliers offering newer solutions.  The result is that often there is limited opportunity to win an audience. This is where brand publishing through Water Online provides a distinct advantage. At its core, the content developed offers free, valuable information to create a relationship of trust that can be leveraged when the prospect is ready to buy.

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