Happy New Year!
This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. The question – what do we write about?
The answer – create a content series.
Just like popular TV serials, you want to create a series of short blog posts that revolve around a common theme. There are many advantages to this content marketing strategy. The most important ones are:
You are probably wondering how in the world you are going to create serial content when you are already struggling with content marketing.
Don’t reinvent the wheel. Repurpose your content
Look through your existing library and you are likely to discover some timeless content gems. Dust off some of those long technical articles that are languishing somewhere on your website. They make excellent feedstock for a content series.
Here are the basic steps for converting long technical articles into short blog posts that will become a content series.
Are you beginning to see the beauty and value in the simplicity of this idea of creating a content series?
There is also a big hidden benefit of this content marketing strategy. Instead of serving up a one-size-fits-all long technical article, you have now customized that same content to fit the reader’s specific needs. That in my opinion is what will make your content relevant and will compel your readers to take action while serving the needs of search engines. (See my post, “Content Marketing: Think Like a Publisher, Act Like an Investor.”)
That is exactly how inbound marketing with content is supposed to work!
Let me know what you think of my industrial marketing strategy of creating a content series.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.