Adapting Your Industrial Content Marketing Strategy for COVID-19

Industrial content marketing strategy for COVID-19

Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significantly. Some of these changes are highly likely to be permanent even after the crisis is over (Whenever that will be). Not surprisingly, some companies will cut back … Read more

Content Preferences of Engineers and Industrial Buyers

content preferences of engineers

Understanding the content preferences of engineers and industrial professionals is crucial to your success with industrial content marketing. That applies to the content for industrial websites too. Compounding the problem is the fact that engineers from all age groups do not respond the same way to your content. While everyone wants to reach the final … Read more

Content Marketing for Manufacturers: Are You Using its Full Power?

Content marketing for manufacturers

My initial conversations with industrial companies about content marketing for manufacturers usually start something like this, “We can’t be found in Google or other search engines. We want to rank high. We’ve read that content marketing is the way to go. Can you help us?” There is absolutely nothing wrong with that stated goal for … Read more

Technical Content Creation for Manufacturing Marketing

technical content creation

Technical content creation is a big challenge for manufacturing marketers of all sizes. Is it any wonder that content creation is the most commonly outsourced content marketing activity by manufacturing marketers? “64% of manufacturing marketers outsource at least one content marketing activity; content creation is the activity they’re most likely to outsource (87%).” (Source: Manufacturing … Read more

The State of Manufacturing Content Marketing 2020

Manufacturing Content Marketing

Manufacturing content marketing has come a long way since it is early years. There are many positive trends as seen in the latest research report, Manufacturing Content Marketing 2020, Benchmarks, Budgets, and Trends published by the Content Marketing Institute. Yet, challenges remain as the survey shows and the reality that I see with my manufacturing … Read more

How Industrial Distributors Can Use Content Marketing

Content Marketing for Industrial Distributors

Content marketing for industrial distributors can be very challenging. The biggest problem I’ve seen is that there is very little differentiation between distributors serving the same niche. Their competitors show the same line cards and unless they sell online directly, site visitors can’t see prices, nor do they have any idea about the lead time. … Read more

Webinar: Prove ROI and Make the Business Case for Industrial Content Marketing

Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past. Why not join me for a free webinar to learn first-hand about these challenges, tips on how to prove ROI which is necessary to make a strong business case for getting buy-in from management. … Read more

Manufacturing Content Marketing Can Be Confusing and Difficult

I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities. 64% of manufacturing content marketers say their organization’s content marketing is much/somewhat more successful compared with … Read more

Measuring ROI of Industrial Content Marketing is Difficult

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. (Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec).

Measuring ROI of industrial content marketing

While the number of leads generated by industrial content marketing is still a very important measure, it is not enough. Marketing is now held accountable for a wider range of metrics compared to previous years. Here’s a chart from the 2018 Budget Trends in Industrial & Technology Marketing report published by engineering.com.

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Unique Challenges of Manufacturing Content Marketing in 2019

I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.

Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. In addition, marketers in these organizations say they are uniquely challenged with creating content that appeals to multi-level roles within their target audience. Many are working to address these challenges, for example, by developing personas.”

I couldn’t agree more with her summary because that is pretty much what I find, working with manufacturers and industrial companies every day.

What is unique about manufacturing content marketing?

If you have been a regular reader of my blog, you’ve probably read many of my posts where I have talked about the differences between manufacturing (industrial) content marketing and other B2B content marketing.

There are three key differences that you should be aware of:

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