Industrial and Manufacturing Marketing Articles

Technical Content Writing

Technical Content Writing is Challenging for Manufacturing Marketers

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Reading Time: 3 minutes
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…
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Manufacturing content marketing plans and budgets for 2022

Manufacturing Content Marketing—The Year It Was and Looking Forward

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Reading Time: 4 minutes
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…
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Industrial Marketing – What Manufacturers Need to Know

Industrial Marketing: What Manufacturers Need to Know

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Reading Time: 3 minutes
Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’ve found differences with other B2B marketing even though industrial is a subset of B2B. (Source: CADENAS PARTsolutions. See the full infographic below) Industrial marketing frustrations faced by manufacturers…
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industrial blogging

Industrial Blogging Requires Commitment and Perseverance

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Reading Time: 5 minutes
Industrial blogging is an important and integral part of manufacturing content marketing. Yet, I’ve found that many manufacturers and engineering companies are not willing to invest the time and resources for industrial blogging. I once had the VP of Business Development at a manufacturing company tell me, “This s**t doesn’t work.” The problem is not…
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E-commerce for manufacturers and distributors

E-Commerce for Manufacturers and Distributors—What You Need to Know

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Reading Time: 6 minutes
Historically, e-commerce for manufacturers and distributors has been lagging with some exceptions. I know of two industries that have adopted e-commerce quickly—distributors of industrial automation products and electronic components. However, times have changed. Industrial manufacturers and distributors are poised to dive right into e-commerce. The pandemic has accelerated the trend towards online sales. According to…
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The industrial buyer's journey

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

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Reading Time: 4 minutes
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…
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