From Content Laggard to Category Leader

Machine health uses IOT and AI to predict and prevent industrial machine failures and improve machine performance. Augury wanted to drive demand, establish Machine Health as a new product category and become a unicorn.

In Jan 2020, most leads came from in-person events. Augury had little demand gen, brand awareness or video content, did not rank for category keywords and was only covered by trade press. MadeVivid founder Ciara Byrne was hired as head of content strategy to build Augury’s content function and program and run PR.

KEY RESULTS

Brand Awareness: Augury's press coverage, website traffic from organic search and blog users all more than doubled in 2021. Social traffic jumped 75%. In Oct 2021, Augury became a unicorn.
Machine Health Category: Usage of the machine health term tripled in 2021, the Machine Health explainer video was viewed 130,000 times and the flagship Changeover video series was launched to showcase the impact of machine health on manufacturers, supply chains and consumers.
Demand Generation: New webinars, white papers and reports drove thousands of conversions and influenced tens of millions of dollars in opportunities.
Content Function: Built an in-house content team, a stable of freelancers and agencies, implemented a content development process and calendar and added tools like Brandfolder, Highspot and Buzzsumo.