Industrial content marketing used by manufacturers, distributors and engineering companies is failing to engage the target audience – engineers, technical professionals and industrial buyers. This is not a new problem. Back in 2014, Forrester had published their research report titled B2B Content Fails The Customer Engagement Test. Here’s a statement from their brief – “Nowhere…
I recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales qualified leads. You may be experiencing the same or similar problems as these two manufacturers….
Marketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product. The final deliverable in engineering services may be a written report but it is still not the same as selling a motor or a pump. I have run across…
Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing. The need for a robust online presence (Website and customer-centric content marketing) is driven by…
Content marketing is proving to be a big challenge for industrial distributors that I have talked to. The problem stems from the fact that distributors have relied heavily in the past on their principal manufacturers to provide them with marketing content and collateral. Weaning themselves from that reliance and becoming publishers of original content is…
Application Notes or App Notes are very effective and can help you jumpstart your industrial content marketing, especially if you are stuck because of lack of content. Application Notes are closely related to Case Studies but they are not the same. I’ve heard some people refer to them as white papers. IMO, there’s a difference…
