Industrial and Manufacturing Marketing Articles

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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Landing pages for industrial lead generation

Landing Pages for Industrial Lead Generation

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Reading Time: 4 minutes
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….
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Manufacturing content marketing

3 FAQs About Manufacturing Content Marketing

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Reading Time: 5 minutes
I understand you may have more than three Frequently Asked Questions (FAQs) about manufacturing content marketing. This post will focus on the three questions that my manufacturing clients ask me most often. To validate my own experiences, I’ll refer to research findings from the report Manufacturing Content Marketing Insights for 2021 published by the Content…
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Industrial customer journey

Industrial Customer Journey and the Digital Experience

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Reading Time: 5 minutes
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…
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industrial website redesign

Why Retrofitting Industrial Website Redesigns Usually Don’t Work

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Reading Time: 5 minutes
Industrial website redesigns are major undertakings, not something you want to decide or do in a hurry. They require careful planning and input from many stakeholders for them to succeed. I’m talking about redesigns that turn industrial websites into productive and effective sales tools. Many industrial website redesigns fail, not because of a lack of…
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Using CAD and BIM files in manufacturing content marketing

Using CAD and BIM Files in Manufacturing Content Marketing

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Reading Time: 4 minutes
CAD and BIM files are not the first things that come to mind when one talks about manufacturing content marketing. However, they are two of the most valuable and effective content assets to use for manufacturers of components and parts. Why do I say that? Because 82% of CAD/BIM downloads turn into actual sales. They…
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