How Manufacturing Content Marketers Can Reduce Stress on Engineers

How Manufacturing Content Marketers Can Reduce Stress on Engineers

Manufacturing content marketers can really help reduce the stress on engineers. I’m not being facetious or trying to be clever with my headline. Don’t believe me? Let me explain how. First, let me give credit where credit is due. I’ve used three resources for citations in this post. They are: 6 Digital Essentials for Selling…

Technical Content Writing is Challenging for Manufacturing Marketers

Technical Content Writing is Challenging for Manufacturing Marketers

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…

Manufacturing Content Marketing—The Year It Was and Looking Forward

Manufacturing Content Marketing—The Year It Was and Looking Forward

I just received an advance copy of Manufacturing Content Marketing Benchmark, Budgets, and Trends (Thanks, Amanda!) published by the Content Marketing Institute (CMI). The timing couldn’t be any better, since many of my manufacturing and engineering clients are putting together their industrial marketing plans and budgets for 2022. Refer to my post, Industrial Marketing: What…

The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long. You may want to read my earlier post on the industrial customer journey. The industrial…

Landing Pages for Industrial Lead Generation

Landing Pages for Industrial Lead Generation

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 Customer Journey and the Digital Experience

Industrial Customer Journey and the Digital Experience

Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them and is not taken seriously. Why do I say that? Let me give you two examples. Example #1: Conversation with…