Attract. Engage. Grow. is a 3 Aspens Media podcast that provides a fresh look at how companies are using digital marketing to stand out in today’s ultra competitive digital world. Get ideas and inspiration from companies using digital content and tools to attract, engage and convert prospects into customers.
There’s no denying video should be part of your 2025 content plans.
According to HubSpot’s State of Marketing in 2024 report, short-form video is the No. 1 content marketing format, and most marketers believe it offers the highest return on investment. Since YouTube is the second-largest search engine behind Google, you need to be there to be found.
Video content strategist Alex Mechlin joins distribution-industry expert and 3 Aspens Media President Lindsay Young during this free webinar to share video best practices and tactical tips.
They discuss:
• How to create a video plan that supports your content strategy
• The pieces that need to be in place before you hit record
• How to prepare your talent
• What you need to know about tech setup and when you should outsource to a professional
• Tips for video editing and post-production
• Where to distribute your video content and
• How to repurpose video to support other marketing efforts
Listen in to understand the value of video as part of a larger content marketing strategy.
Alex Mechlin is a video content strategist who has created more than 10,000 videos over the last decade for Nestle Purina, Marriott, eBay, Pampered Chef and the American Bar Association using a collaborative approach. From social videos to brand stories to customer testimonials, Alex builds strategies to communicate his clients’ messages, evoke emotion and tell stories that resonate.
Lindsay Young is the president of 3 Aspens Media, a B2B content strategy and marketing content firm that works with distributors to translate their offline expertise – online. She has more than 20 years of experience leading and producing online and print content for publications and businesses. She was previously the editor of Modern Distribution Management (mdm.com), a leading resource for wholesale distribution industry executives.
Visit Us: 3aspensmedia.com
Connect with Lindsay: https://www.linkedin.com/in/lindsayyoung3aspens/
Follow 3 Aspens Media on LinkedIn: https://www.linkedin.com/company/3-aspens-media/
16 May 2025
3AM Webinar Building Your 2025 Sales & Marketing Content Plan
It’s that time of year again: time to build your content calendar to support your 2025 sales and marketing efforts.
Distribution-industry expert and 3 Aspens Media President Lindsay Young shares her content strategy and planning best practices on this webinar.
She discusses:
• Why you must start with a content strategy if you want to compete in 2025
• Why an effective content plan must align with your business goals and sales priorities
• How to collect customer feedback to build content your customers will actually want to read
• Critical elements of a content plan
• Tools for building an editorial calendar
• Tips for execution on your 2025 plan
• What stalls most plans (and how to get them going again)
Listen now to set a foundation for your 2025 content roadmap.
Lindsay Young is the president of 3 Aspens Media, a B2B content strategy and marketing content firm that works with distributors to translate their offline expertise – online. She has more than 20 years of experience leading and producing online and print content for publications and businesses. She leads a team of 9 writers, client success managers, designers, marketing specialists and strategists to produce content that helps companies translate their benefits to key decision-makers. She was previously the editor of Modern Distribution Management (mdm.com), a leading resource for wholesale distribution industry executives.
Visit Us: 3aspensmedia.com
Connect with Lindsay: https://www.linkedin.com/in/lindsayyoung3aspens/
Follow 3 Aspens Media on LinkedIn: https://www.linkedin.com/company/3-aspens-media/
16 May 2025
Case Studies: Let Customers Tell Your Story
Lindsay Young is the president of 3 Aspens Media, a B2B content strategy and marketing content firm that works with distributors to translate their offline expertise – online. She has more than 20 years of experience leading and producing online and print content for publications and businesses. She was previously the editor of Modern Distribution Management (mdm.com), a leading resource for wholesale distribution industry executives.
Visit Us: 3aspensmedia.com
Connect with Lindsay: https://www.linkedin.com/in/lindsayyoung3aspens/
Follow 3 Aspens Media on LinkedIn: https://www.linkedin.com/company/3-aspens-media/
16 May 2025
The Love/Hate Relationship with Product Content
Your customers are shopping online. That’s not debatable.
But there’s often a gap between the information your customers need, and what many distributors typically provide on their websites. That means you may be missing out on sales opportunities you didn’t even know you had.
A big part of that equation is product information – each distributor has large collections of diverse product types, each with its own complex sets of product data.
You need a plan to manage that effectively at scale with the customer in mind.
Enter Jason Hein of Acumental B2B. Jason has more than 25 years of experience working with and merchandising a broad range of industrial products. And with years of experience collaborating with distributors and manufacturers of all sizes (from the Fortune 50 to small, family-owned firms), he’s worked with companies at all levels of digital maturity.
He joined 3 Aspens Media Founder Lindsay Young to talk about the vital importance of product content on distributors' websites, and what you need to prioritize to deliver a better experience for customers online.
Visit Us: 3aspensmedia.com
Connect with Lindsay: https://www.linkedin.com/in/lindsayyoung3aspens/
Connect with Jason: https://www.linkedin.com/in/jasonhein/
16 May 2025
Why Digital Content Belongs in Your Sales Toolbox
B2B buyers conduct more of their research online than ever before.
What are you doing about that?
Today, your sellers have fewer opportunities to influence the sale. Yet distributors continue to dedicate disproportionate resources to sales relative to their websites.
Your website needs to work with your sales reps and other customer-facing team members to help your customers make the right buying decisions. That means going far beyond just listing products and features.
3 Aspens Media webinar, President Lindsay Young covers not only why digital content belongs in your sales toolbox, but how to build a resource library that performs. She outlines:
* The importance – and purpose – of a content strategy
* Aligning content with the buyer’s journey
* Steps to building your resource library
* Getting sales team buy-in – and participation
* Common mistakes
* And more
16 May 2025
The Power of Storytelling in Sales & Marketing
“Information is a commodity. What your prospects and customers want is your energy, your belief, your conviction. Stories are the way to do that.” – Dirk Beveridge
Breaking through the noise today is hard. And it’s only going to get harder with the rise of AI tools as contributors to content creation.
To differentiate your sales and marketing content, you need to infuse real-life examples, real people and personality into your articles, videos, imagery and more.
In this session, 3 Aspens Media President Lindsay Young speaks with Dirk Beveridge, who is well-known for his poignant telling of wholesaler-distributors’ stories. He collected those stories firsthand, having just finished the third season of his We Supply America RV tour across the country. You can catch those stories in his film series, available at https://wesupplyamerica.net/.
Listen now to this lively conversation with Dirk. You’ll come away inspired to embrace authenticity as a path to connect with prospects and customers.
Beveridge is the Founder of UnleashWD and Executive Producer of We Supply America.
16 May 2025
The Business Case for SEO
Most B2B customer journeys start on a search engine like Google.
If you want your business to show up in those search results, you need to make sure your website and your content can be found.
3 Aspens Media President Lindsay Young and our Director of SEO Jennifer Kern had a compelling conversation about why Search Engine Optimization (SEO) matters. Don't make SEO an afterthought. SEO should be integrated into your sales and marketing strategies.
Best practices can drive real results for your business. We covered:
* The very real business benefits of SEO
* Impact of AI on the search experience
* How to make the case for SEO in your business
Don't miss this conversation between two old friends: one who has spent decades creating content for businesses and the other whose mission is making sure that content can be found.
You can't have one without the other.
16 May 2025
5 Marketing Myths Holding Distributors Back
In this webinar 3 Aspens Media President Lindsay Young talks with Susan Merlo. Together, they debunk common myths that are holding distributors back from getting the most from their sales and marketing initiatives.
This conversation is designed to challenge traditional thinking about marketing in wholesale distribution. We want to inspire you to reexamine your own approach to uncover ways you can drive a better ROI from your efforts.
Susan Merlo is a consultant who specializes in digital sales and marketing strategies for the wholesale distribution industry. To learn more, visit TheDigitalDistributor.com.
16 May 2025
Getting Published in Trade Publications: What Editors Want - A Panel Discussion
3 Aspens Media Founder Lindsay Young talks with Natalie Forster, Editor of Supply House Times, and Mike Hockett, Editor of Modern Distribution Management, on what they look for in articles that are contributed from third parties in the name of PR. In other words, if you want to get published, listen up. 3 Aspens Media takes the mystery out of what editors want.
8 Mar 2019
Capitalizing on Legacy in an Amazon World, feat. Matt Johnson, Spinstak Growth Agency
We talk with Matt Johnson of Spinstak Growth Agency. which helps industrial distributors and manufacturers adopt ecommerce and best practices around inbound and outbound marketing. He has a long history in this industry, growing up in a family-owned sign manufacturer, Accuform Signs. He’s also worked with a lot of family-owned distributors. It’s given him a unique take on how those companies can adapt to buyers’ changing expectations in the market.
2 Feb 2019
Why Taking the Time to Write for Customers is Worth It, feat. Brad Telker, CFM Distributors and CFM Sales Academy
Brad Telker, vice president of Applied Systems Group at HVACR distributor CFM DIstributors, and founder of CFM Sales Academy, talks with Lindsay Konzak about the value of developing and sharing useful content, and how it has helped the HVACR distributor grow and engage with customers.
6 Sept 2018
Content That Helps Your Customers Succeed, feat. Ranga Bodla, NetSuite
We talk with Ranga Bodla, head of industry marketing for the cloud ERP platform NetSuite (a business unit of Oracle). NetSuite has recently launched Grow Wire, an online publication with articles, podcasts, video, research and more not for the goal of self-promotion but simply to provide resources to companies they want to reach. It’s the ultimate example of content marketing. Ranga also speaks with me about his philosophy when it comes to thought leadership – a phrase that is frequently thrown around, but not always executed well.
4 Aug 2018
Do You Know What Your Customers Want?, feat. Jonathan Bein, Real Results Marketing
We talk with Jonathan Bein, managing partner of Real Results Marketing and one of the brains behind a number of research studies in wholesale distribution illustrating trends in marketing, digital adoption and ecommerce. Jonathan and his partners are also the authors of a must-read, "What Customers Want: A Distributor’s Guide to Customer Buying and Shopping Preferences," which is based on their survey of nearly 10,000 end-customers. In short, it’s a very powerful report on what customers want from their suppliers.
9 May 2018
Engaging Prospects Who Aren’t Ready to Buy feat. Nina Baker, Tribute Software
Nina Baker is a software marketing specialist at Tribute Software, a niche ERP provider in the fluid power distribution channel. She does a great job of engaging prospects even when they’re not in a position to buy or switch suppliers. That’s critical in software, which companies buy infrequently.
7 May 2018
Look Outside for Inspiration feat. John Dupra of Revel Woods
John Dupra is co-founder of Revel Woods at revelwoods.com. Revel Woods is a company that was borne out of his family’s business, Installers Warehouse, a hardwood flooring wholesaler-distributor. Revel Woods is a new approach to e-commerce and digital in a traditional industry. Dupra and his colleagues took inspiration from clothing delivery services like Stitchfix and Trunk Club. Looking outside your industry for ideas and inspiration is what needs to happen to compete more effectively, especially online, with big-box stores and online competitors like Amazon.
3 May 2018
Don't Be Afraid to Give Too Much Away feat. Dirk Beveridge, UnleashWD
Dirk Beveridge is the founder of UnleashWD, a boutique consulting company out of Barrington, Illinois. His mission: to help distributors rethink what it means to be sustainable, relevant and profitable in this age of rapid change and disruption. He truly believes that the leaders of distribution businesses find themselves at a point and time in their career where they are being called to lead their companies into a new age, and it's going to require innovation, change, transformation, leadership at a greater speed than ever before.
In this podcast, we talk not only about Dirk’s mission to bring innovation to a traditional industry but also how he’s gained traction with his audience using events, effective and authentic email marketing, and thought leadership. He used to be afraid to “give too much away” but he’s now an open book, and as a result is reaching more companies than ever before.
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