Podcast Branding & Launch
- Kelly Lynn Hannigan
- Jul 14
- 2 min read
Updated: Nov 2
Converting Conversations | Teaching the Industry, Not Just Selling to It
“I've been in this business for 51 years, and the first two presentations you've produced are, hands down, the best training of that type I've ever seen. It’s concise, well-presented and well-illustrated.”— Ed Montalvo, The Montalvo Corp (Viewer)
Objective
In partnership with Catbridge Machinery, we launched Converting Conversations, a branded video and podcast series designed to make technical knowledge in the converting space more digestible, approachable, and visible. With a goal of educating younger decision-makers while still respecting the expertise of industry veterans, the series positions Catbridge as both a solutions provider and a trusted voice.
This was more than just a marketing play, it was a strategic move to own a content niche in a legacy industry that’s just starting to embrace digital media.
Strategy
We created the Converting Conversations brand from the ground up, including the series name, visual identity, messaging tone, and rollout framework. Our team supported:
Branding, and visual styling
Speaker and production prep
Full video production, editing, and publishing
Ongoing email and social promotion
Video shorts and clips
Paid and editorial distribution in industry media (PFFC, Converting Quarterly)
The episodes are ongoing, with the first five focused on slitting, unwinds, process control, laser measurement, and system optimization.
Key Audiences
Production managers and engineers
Sales teams and OEM buyers
Younger technical professionals entering the converting space
Longtime industry experts looking for new ways to train and inform teams
Results (First 5 Episodes)
YouTube
1,700+ views across episodes
Steady growth and retention on highly technical topics
Email Campaigns
Open rates: 20%–25%
Click rates: up to 11.5%
Episodic format drove consistent list engagement across multiple months
LinkedIn Performance (Jan–July 2025)
17,763 impressions (+41%)
828 clicks (+65%)
575 reactions, 159 new followers, audience largely made up of engineers, OEM buyers, and technical directors
Industry Media Placement
Sessions from publication placements showed high engagement rates (up to 77%)
Top traffic sources: trade newsletters and banner placements
What I Learned
Video is controlling the content space right now, and it’s not too late for late adopters to get involved and make an impact. When executed strategically, video can do more than tell your story, it can simplify complexity, humanize technical expertise, and create real traction in legacy industries.
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