Industrial Content Marketing: Product Centric vs. Customer Centric Content

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries. Our conversation happened in the early stages (Thank God!) of developing a content marketing strategy. This company has…

Using Digital Industrial Marketing for Reaching Younger Engineers

Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure you are aware of the fact that the industrial buy cycle is made up of four stages. Publishing generic content that is not tailored to each stage…

Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING.COM’s 2017 survey, 87% of engineering marketers use content marketing. The CMI survey also reported that that 80% of manufacturing marketers rated themselves as “Not At All Successful” to “Moderately…

Overcoming the Challenge of Marketing to Busy Engineers

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers. While engineers do use social media, they tend to be passive participants making it hard to engage with…

Technology is Not a Substitute for Good Industrial Content

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process. This mindset is not surprising since…