Over many years, we’ve enjoyed a close partnership with global engineering firm WHA International, Inc.
Whether we’re watching them blow something up in the New Mexico desert or interviewing an engineer from afar, each project with them represents a unique opportunity to talk to some incredibly smart people, dig into technical content, and learn something new.
WHA’s marketing journey is the quintessential case study of a company whose unique expertise was underrepresented and whose potential was unrealized. Today after years of focused brand and content marketing efforts, their growth and success has been phenomenal!
“Blue Griffin is much more than an ‘agency’ to WHA. They really must know our business and our services to help us advertise and market them effectively.”
Gwenael Chiffoleau, Ph.D., CEO, Principal Scientist, WHA International Inc.
Missed Opportunities
By 2018, WHA International had expanded its specialized engineering services around the globe. Based in Las Cruces, NM, the small engineering firm provides highly specialized services to promote the safety of oxygen, hydrogen, and other hazardous fluids.
These services were already in high demand from certain industries, but WHA wisely perceived that there was much more room for growth. Both new prospects and existing clients simply weren’t taking full advantage of everything WHA had to offer. We worked with key company leadership to identify two primary issues:
- Their audience didn’t fully understand the potential value of WHA’s services
- Their audience was not aware of the breadth of services available
Content Marketing Solutions
After developing a new website to host new permanent and ongoing content, we worked with WHA staff members to create a comprehensive content strategy. This included key goals, measurable objectives, and a schedule of priority topics.
WHA’s unique content relies on quality over quantity, capturing insights from subject matter experts and practical resources to help readers understand safety and compliance.
Much of our material comes from existing training materials, case studies, and reports. Perfect for educating WHA’s readers — and us as content creators!
“The company is so unique that our content often covers topics for the very first time online. We’re on the cutting edge—capturing and crafting content that AI has yet to even learn about.”
Unique Challenges
WHA’s content can be highly technical but must often still appeal to experts and laymen alike. Relevant decision-makers are not necessarily technical experts themselves, but sometimes people in management or HR positions. That means we must communicate everything with exceptional clarity, focusing not just on technical execution, but real-world problems and outcomes that hold meaning for everyone involved.
Liability is also a very important issue in all of our marketing efforts. WHA provides expert witness services in ongoing litigation efforts and must also adhere to a variety of international safety standards. Just like you hear on TV… “Anything we say can and will be held against us in the court of law.” This means we must develop our own understanding of compliance issues and work closely with the client to ensure all materials are of utmost quality.
“Lucas and his team at Blue Griffin are very intuitive about technical matters, and do and excellent job of putting together information that is understandable while maintaining its technical accuracy.”
Barry Newton, Ph.D., Chairman of the Board, Senior Principal Engineer
Driving Measurable Results
As a brand so much potential, WHA International gets to experience measurable results almost immediately following any marketing efforts. It’s truly been a pleasure to see traffic, engagement, and business growth going so steadily up and to the right!
- Unique content drives engagement and awareness
- Detailed case studies produce qualified leads
- Useful gated content collect leads and subscribers
- Email and social media campaigns drive registrations for technical training courses
- And much more
Content Marketing for Engineering and Science
Looking to educate and equip your readers with unique technical content? Blue Griffin is uniquely qualified to drive results with design and content marketing for companies in science, engineering, and technology.
About the Author
Lucas Forsythe
As the Principal of Blue Griffin Marketing, Lucas takes a hands-on approach to content collection and creation. He loves digging into complex subject matter to create engaging, effective marketing materials.