Travis Kennedy

Travis Kennedy

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

ARTICLES BY TRAVIS

Content Is Written, Now What?
Content Is Written, Now What? Once your content is developed, it is time for the next phase.  Having taken the first step towards building an online brand you are now in position to turn your content strategy over to phase two and start to see some tangible results.  What does phase two consist of?   Continue Reading...
Understanding The Customer Journey Chapter One: The AC/DC Principle
Understanding The Customer Journey Chapter One: The AC/DC Principle Definition: The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.  Continue Reading...
How To Sell Brand Publishing To Your President
How To Sell Brand Publishing To Your President So you’re thinking of ways to propose brand publishing to your sales-centric and profit-minded boss.  In most cases, said supervisor has been in the game for a long time.  He or she believes only what they can see, feel and completely understand.  It’s human nature for those in senior leadership to rely 100% on a sales and marketing approach that they fully understand, know and trust.   Continue Reading...
What Is Intelligent Content?
What Is Intelligent Content? I recently returned from the American Water Works Association’s Annual Convention and Exhibition (ACE).  Historically the ACE Exhibition Hall housed numerous vendors of pipes, fittings, tanks, and the rest of the hardware that our water distribution systems rely on.  Continue Reading...
The Pitfalls Of Too Much Self-Promotion
The Pitfalls Of Too Much Self-Promotion Over the past five years I’ve talked with hundreds of marketing professionals in the water and wastewater market.  The most successful of these marketing professionals understand that their strategy must center on finding, identifying and consistently engaging their target audience.  Secondarily, but equally as important, is knowing that reader-centric content is their optimal tool for getting in front of that audience and...  Continue Reading...
Brand Publishing vs. The Cold Call
Brand Publishing vs. The Cold Call So you’re thinking of ways to propose brand publishing or a new content marketing approach to your sales centric and profit-minded boss?  In most cases said supervisor has been in the game for a long time.  He or she believes only what they can see, feel and completely understand.  It is human nature for those in senior leadership to only buy in one hundred percent to an approach that they fully understand and believe they...  Continue Reading...
FUNCAT:  How To Develop Impactful Content In The Water And Wastewater Market
FUNCAT: How To Develop Impactful Content In The Water And Wastewater Market Recently, best-selling author and marketing expert Chris Brogan spoke at the CUNA Marketing & Business Development Council Conference in San Francisco. His request was poignant and abrupt. He simply asked marketers to “Stop putting junky marketing out into the universe.”  Continue Reading...
 Product Comparison In Brand Publishing Is No Longer Relevant
Product Comparison In Brand Publishing Is No Longer Relevant Humor me for a minute and think back to the last time you watched television.  Think about the commercials you viewed. Which one annoyed you the most?  Continue Reading...
Urgent Versus Important And What That Means For Your Marketing
Urgent Versus Important And What That Means For Your Marketing Over the past two years, many water and wastewater equipment companies have embraced content marketing and started investing in building their brand through publishing. But many have not. The most common excuse for not taking the first step is that there are more urgent business needs to attend to. These urgent needs not only delay the implementation of brand publishing but in many cases, delay even the consideration of a content marketing...  Continue Reading...
How Thought Leadership Generates Business Demand
How Thought Leadership Generates Business Demand Late last year a study was released by Edelman/LinkedIn called “How Thought Leadership Impacts B2B Demand Generation.” In my view it is the most comprehensive study yet on the impact of thought leadership on a company’s top line.  The study surveyed 1,300 business executives to understand the impact thought leadership and brand publishing has in the B2B buying process.  Continue Reading...
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