Episode 6: The Importance of a good content strategy with Ken Gray - The Inspectations Podcast

In a recent episode of The Inspectations Podcast, CEO of The Aebli Group, Justin Starbird, sat down with Ken Gray, Vice President of Business Development for current TAG client RISE™Robotics, to discuss the importance and benefits of a strong content strategy.


RISE™Robotics is a company founded at MIT 11 years ago by three MIT graduates and a Rhode Island School of Design graduate. The founders initially thought about human performance amplification exoskeletons as a fun way to create a company. Initially, the idea was to leap to the top of a tall building in a single bound or an iron-man suit. As it progressed, the business pivoted to more of an industrial application of one of the solutions for a problem they had with exoskeletons. They couldn't figure out how to generate enough speed force displacement without using hydraulics.

They wanted to find a fluid-free, lightweight way of delivering that much power. The RISE™Cylinder is an alternative to hydraulic cylinders in industrial applications like material handling, mining, and construction.

Untitled design (17)

Now the world needs to hear about it!

Ken shared, "Let's start adding content purposefully. Let's create. Let's get into the RISE™Inside Podcast and talk to founders, investors, and early customers, early adopters about who RISE™ is, where we came from, what we do, and why it matters." Then RISE™ added blog content and then video snippets. Then THEY started using social media outlets, Twitter, Facebook, and LinkedIn. Working with The Aebli Group, there has been a very comprehensive strategy around that explanation of who RISE™ is, what they do, why it's essential, and what RISE™ wants to do to generate interest and have people would reach out and contact RISE™.

A great content strategy is an all-encompassing approach to creating content that drives your key business objectives. And while there's no one-size-fits-all solution, identifying and including the three key elements—brand focus, user experience, and content distribution—will help develop a plan for success.

Listen as Ken and Justin talk through how the plan came to be, the results it has yielded, and what is next!


Justin Starbird

About the Author: Justin Starbird I have been fortunate to have had several entrepreneurs that came before me take the time to “pull back the curtains” and allow me to be a part of their multi-million dollar companies… and actually value my input. They allowed me to see their mistakes and learn from their real-world lessons so that I wouldn’t have to pay the expensive costs of experience on my own. Additionally, they taught me what really works and the importance of action - not just ideas.

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