SPX Corp., a global supplier of infrastructure equipment, had an opportunity to submit an article for editorial consideration to Process Cooling, a publication that targets owners/operators of cooling towers. The objective was for the media outlet to publish the article without paid placement.
The strategy was to write an article that provided information and specs on a very complicated piece of equipment and process, while maintaining readability and providing useful information for the audience. The focus was on highlighting an opportunity for the audience that related to SPX Corp.'s products without blatantly promoting those products. The article highlighted the steps involved in conducting an economic analysis prior to upgrading a cooling tower.
Not only was the article published by Process Cooling, it was the cover story and was highlighted in communications sent to e-newsletter subscribers.
“…article highlighted the steps involved in conducting an economic analysis prior to upgrading a cooling tower…”