“Ours is an engineering-rich environment, deep with technology. It would be challenging for any storyteller to make it engaging and approachable way
But I’m continually impressed by their ability to dig deep, uncover the bits and pieces, and return with an engaging and relatable story every single time.”
— Geralyn Miller, Director of Communications and PR
Results
Launched in 2014 and running through 2024, the Possibility Hub was the cornerstone of content outreach for seven different Teledyne imaging companies. Two and five articles were published every month, totaling more than 400 articles and several million views – unusual for such niche industries! The stories originally intended for the Hub also ended up in 3rd-Party trade publications, such as Photonic Spectra, Quality Magazine, Laser Focus World, and Novus Light. Stories were used in trade show publications, internal promotions, and customer gifts.
As overall corporate strategy shifted towards more individual marketing programs, hundreds of case studies, industry stories, and infographics were redistributed across different Teledyne companies, preserving their investments but also establishing a strong base for future content efforts.
Teledyne Technologies
A long-term content marketing campaign, from thought leadership to lead generation
Client
Teledyne Technologies is a group of dozens of leading-edge technology companies with nearly 15,000 employees around the world. Its biggest and most successful companies develop digital imaging technologies for a wide spectrum of industries, from aerospace through industrial inspection, radiography and radiotherapy, geospatial surveying, and advanced MEMS and semiconductors. The company's imaging products and technology solutions find their way into applications that range from the hostile environments of factory floors, to Hollywood movie sets, and even the barren surface of Mars.
Process
Teledyne offers unrivalled expertise and experience, but the wide range of possible addressable industries is huge. For some of the newest and most exciting applications and industries for digital imaging, there may not be exact products or solutions already developed. We started with workshops with the marketing and sales teams to understand the current outreach and lead processes. We then followed up with twelve interviews with Teledyne engineers, designers, and product managers to uncover the products and markets that were driving new interest – but may have been still out of reach.
Project
To build new connections between Teledyne and both new and existing markets, we created a global content hub to introduce Teledyne's best products to brand new markets and feature exciting possibilities in digital imaging. With a technically-savvy global audience, it was only natural for Teledyne DALSA's content and visual experience to be as interesting as the world-class products they build.
