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…

Purpose Driven Industrial Blogging

When I talk to manufacturers and industrial companies about blogging, which is practically every day, I can’t help but notice that these people do understand that blogging is a key component of good industrial content marketing. What I find lacking most often is a clear understanding of purpose driven benefits from blogging. This gap prevents…

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.

Priming Industrial Websites for Content Marketing

Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of inbound marketing with content rather than just a cosmetic facelift to the site. Manufacturers and…

Industrial Blogging Lessons Learned from Working with Technical SMEs

My clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience. Editorial calendar: This may…

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…