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Dresser-Rand: Content Creation

Extensive industry knowledge leads to highly technical content creation

Situation

Dresser-Rand, a Siemens business, is a global manufacturer and supplier of essential, high-speed, rotating equipment for oil, gas, petrochemical, power generation and process industries. Visibility in the marketplace to clients and potential clients was of critical importance to Dresser-Rand. They especially wanted to be seen as a thought leader in the industry through extensive media coverage.

Insight and Solution

To effectively engage with their various target audiences, content had to be produced not only in the form of brochures, reports, product profiles, and press releases, but also challenging technical articles for engineering journals and trade magazines, which require extensive industry knowledge to write.

Understanding Dresser-Rand’s key goals and marketing priorities, Mower tirelessly pursued media opportunities with trade publications in all regions of the world, securing scores of placements of case study articles, news stories, Q&A’s, interviews, and technical articles.

Results

With strong knowledge of the industry, Mower wrote the majority of the content that appeared in the media, including technical articles published in industry trade journals such as Power Engineering, LNG Industry, and World Pipelines. This relieved the need for Dresser-Rand to utilize internal engineers to write these stories and freed them up for their important work, while still building the company’s industry thought leadership and clout in the marketplace.

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