Stanley Black & Decker drills down into content marketing

Stephen Whiteside

Stanley Black & Decker's mission is to provide just the right tool for the job, be it basic household maintenance, the grand designs of a DIY enthusiast or a major project being undertaken in the construction industry.

To reach these customers more effectively, the firm is now retooling its marketing operations, with digital content acting as the nuts and bolts of its strategy.

"I've been pounding my fist about content in our business for two years," Leisa Glispy, Stanley Black & Decker's director/ecommerce marketing, told the Internet Retailer and Conference Exhibition (IRCE) Focus: Brands and B2B Conference. "I started selling it two years ago in my business, because I saw this coming."

Leisa Glispy, director/ecommerce marketing, Stanley Black & Decker