Content Marketing Awards: Integrated: Runner-up

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Makino, a global manufacturer of machine tools, has made content marketing a priority with an extensive integrated effort that includes multiple digital magazines, microsites, branded content, webinars, video, email, a blog and an infographic. The content is compelling and addresses the big picture, providing an authoritative take on the industry with elements such as a webinar about trends in automotive parts production and a digital magazine article about the challenges inherent to EDM hole drilling in the aerospace vertical. Makino focuses in particular on how it has helped one customer, Eagle Manufacturing. Video, email, sponsored content and a magazine article drive viewers to a dedicated microsite for the case study. Strong design on all pieces of the effort—something the manufacturing industry often lacks—subtly ties in the Makino brand. Overall, the in-depth but easily accessible content positions the company as a trusted source of valuable information.
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