When it comes to creating manufacturing content for engineers, it is crucial to understand their unique needs and challenges. Engineers are problem solvers by nature, and they seek content that provides practical solutions to their work-related issues.
It is important to focus on the value proposition of your product or service when writing compelling content for industrial buyers.
Without understanding their unique needs and challenges, one can’t create compelling manufacturing content for engineers. By identifying their challenges, you can create content that resonates with your target audience and addresses their specific needs.
I cannot emphasize this point enough. I recently wrote a whole post on this topic. See Industrial Marketing Challenges: Identifying Roadblocks and Developing Effective Solutions.
Take the time to understand your target audience. What are their job functions, responsibilities, pain points, and their roles in the buying decision? You can then tailor your content to provide the most value by understanding their needs.
One common pain point in the manufacturing industry is the need for efficient production processes. Engineers are constantly looking for ways to streamline their operations and reduce costs. By addressing this pain point in your content, you can provide valuable insights and solutions that will attract the attention of engineers and industrial buyers.
Another challenge is staying up to date with the latest technologies and trends. With advancements in automation, artificial intelligence, and data analytics, engineers are constantly seeking information on incorporating these technologies into their operations. By providing content that educates and informs on these topics, you can position yourself as a trusted source of industry knowledge.
Engineers and industrial buyers also want to work with reliable suppliers and partners they trust. They look for companies that understand their unique needs and can provide high-quality products and services. By showcasing your expertise and highlighting your track record of success, you can build trust and attract industrial buyers to your brand. So earning their trust with content that is more about them and less about you will go a long way towards your success with manufacturing content marketing.
Once you have identified your target audience’s pain points and challenges, it is time to craft compelling and informative content that addresses these issues. Here are some tips to help you create content that resonates with engineers and industrial buyers:
So what kinds of content should you create? One thing is for sure, one size fits all won’t cut it. You need to use different formats to target various stakeholders in the buying decision and the stage of the buying journey.
Instead of writing hundreds of words describing every content format, let me make you a shortlist of commonly used manufacturing content.
What content do engineers prefer in making work-related decisions? This chart from the report Manufacturing Content Marketing – Insights for 2023, published by the Content Marketing Institute, is a good reference.
For parts and components manufacturers, I suggest creating content that I refer to as sales enablers. They convert very well. Read my earlier post, Using CAD and BIM Files in Manufacturing Content Marketing.
There are other types of manufacturing content I have used with good results because they help move the buyer forward in their buying journey. They are:
One final thought, what about using Generative AI for creating manufacturing content? Ah, it’s a hot topic worthy of a few blog posts. Whatever your opinion is about using AI in content marketing, you can’t escape it. Stay tuned. I’ll publish posts soon, where I’ll share my thoughts and personal experiences using AI.
Okay, now that you’ve reached the end of this post and I thank you for it, it’s time to summarize. Crafting compelling content that resonates with engineers and attracts industrial buyers is essential for successful manufacturing marketing. Get to know your target audience well, especially their pain points, and use different formats for different roles and stages of the buying journey. Earn their trust with relevant educational content that is technically accurate and up-to-date.
Need help crafting compelling manufacturing content? Let’s talk.
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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.