To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Manufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a…

Winning the Engineer’s Mindshare with Industrial Blogging

Engineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought…

Blogging Still Lagging in Industrial Marketing

Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point. The first chart is from the survey – Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.

Use Content to Uncover Tacit Know-how Inside the Minds of Engineers

I recently read the survey, 2012 Mind of the Engineer that was released by UBM Electronics, the global leader in media and marketing solutions for design engineering and the electronics industry. The findings are very interesting and blew away some of the myths about how engineers think. The key takeaway for me was the concept…

Creating Thought Leadership for Manufacturing and Industrial Companies

Thought leader is a term first coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine, Strategy & Business and used to designate interview subjects for that magazine who had business ideas, which merited attention. It has since evolved into describing someone who is supposed to have progressive and innovative ideas. (Source:…

Guest Blogging: An Important Strategy of Industrial Marketing

I’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t get much attention is guest blogging. There are unique benefits of guest blog posts that deliver powerful marketing ROI. In the past, many SEO experts…