[This post was originally published in December 2010. I have rewritten and updated it recently. Last Modified Date: 09/26/2022] Lead generation for manufacturers is not easy, and it takes time and effort. A lead is a lead, right? Depends – are you in Marketing or in Sales? Industrial lead generation for sales is complicated. On…
Gated content is the most common way for manufacturers to generate leads from industrial websites. If you are not familiar with the term gated content, it refers to content that needs the reader to fill out a form and submit it before either downloading or reading the full version. Obviously, you can’t gate all your…
You can’t avoid technical content writing if you are a manufacturing content marketer. Let me first differentiate technical writing from technical content writing. They may be used interchangeably, but they are not the same. A technical writer is good at creating documents such as User Manuals, Product Descriptions & Specifications, Safety Procedures, Assembly Instructions, and…
The importance of landing pages for industrial lead generation cannot be overstated. Why? That’s where conversions happen—visitors turn into leads. Landing pages are where your visitors first land from a marketing campaign or a social media channel. Note, this is not the same as promoting your blog posts via social media channels for site traffic….
Industrial lead generation is an important, if not the #1 goal of industrial marketers. Sure, there are other objectives of manufacturing content marketing as can be seen in this chart from the Manufacturing Content Marketing 2020 research report published by the Content Marketing Institute. Even though “Generate demand/leads” is at #4, generating high quality leads…
Content marketing for industrial distributors can be very challenging. The biggest problem I’ve seen is that there is very little differentiation between distributors serving the same niche. Their competitors show the same line cards and unless they sell online directly, site visitors can’t see prices, nor do they have any idea about the lead time….
