Content marketing is definitely a long game. Instead of monthly KPIs and short-term campaigns that come and go with the business priorities of the day, success in content marketing is often measured in months or even years.
Even so, many marketers might balk at implementing a strategy designed to produce results more than a decade later — long after the current team, even the current leadership, have moved on.
Not so Ben Rome, marketing manager at the American Industrial Hygiene Association (AIHA), a nonprofit organization. “Our membership is facing a retirement cliff,” he explains. “We are going to lose a quarter or more of our members within the next few years to retirement, and student memberships are starting to fall.”
With fewer people coming into the workforce to replace those entering retirement, it became obvious that the AIHA needed to nurture and inspire the next generation of industrial hygiene workers. “There are people who don’t know what industrial hygiene is, even though they may be doing industrial hygiene. They’re calling themselves something else; they’re self-identifying in a different way,” he says.
Rome is the creative force behind the multi-award winning #IHHeroes campaign, a series of animations, comics, and related content designed to spread awareness of what industrial hygiene is really about to nurture the next generation of potential AIHA members.
