Unique Challenges in Manufacturing Content Marketing

Unique challenges in manufacturing content marketing

Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?” still exists, new research findings show a myriad of other challenges. Some of these may … Read more

Writing Technical Blog Posts for Engineers and Industrial Professionals

Writing technical blog posts

Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marketing tactic for many of these companies. The two most common objections that I hear are: Writing fresh and relevant content regularly for industrial blogging is too consuming … Read more

Industrial Blogging – An Underutilized Content Marketing Tactic

Industrial blogging - IMTIndustrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogging for a while but haven’t seen any tangible results (leads, sales opportunities etc.).”

Another major concern is that it is too time consuming to create fresh and relevant content that will engage engineers and industrial professionals.

These issues with industrial blogging are valid and justifiable, but don’t give up on it just yet. I’ve found industrial blogging to be a strong content marketing strategy for engaging with time-challenged engineers.

That’s been my own experience working with my clients and in my own industrial marketing consulting business. 100% of new leads are now inbound leads and usually originate from this blog. I admit it has taken me several years to build up to this stage (I’ve been blogging since 2008).

Using industrial blogging to win the engineer’s mindshare

Engineers thrive on solving problems and they love a technical challenge. They are keen on gaining knowledge and staying current about their industry. They trust, respect and want to learn from their peers. Those are not just my observations.

Read moreIndustrial Blogging – An Underutilized Content Marketing Tactic

To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Industrial blogging questionsManufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a no.

Yes, you should start an industrial blog if you haven’t already done so. No, you shouldn’t blog if you don’t have a well-thought-out blogging strategy in place already.

Even though blog strategy comes before content creation, only 19% of manufacturing marketers outsource this function. That was one of the findings from the 2014 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs.

Read moreTo Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Winning the Engineer’s Mindshare with Industrial Blogging

Winning engineer's mindshare with industrial bloggingEngineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought leadership.

However, engineers and technical buyers don’t easily change processes that are working well unless you can convince them they may have a problem that they are not aware of and/or you have a better, more efficient way of doing something that they have been doing for many years.

There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution.

Read moreWinning the Engineer’s Mindshare with Industrial Blogging

Purpose Driven Industrial Blogging

Industrial bloggingWhen I talk to manufacturers and industrial companies about blogging, which is practically every day, I can’t help but notice that these people do understand that blogging is a key component of good industrial content marketing.

What I find lacking most often is a clear understanding of purpose driven benefits from blogging. This gap prevents them from fully harnessing the power of blogs to boost industrial lead generation and drive sales.

Let’s take a closer look at some of the benefits of industrial blogging.

Search Engine Optimization (SEO): Marketers at industrial companies understand the importance of organic SEO. They realize that their sites and blogs need to be at the top of search engine rankings in order for their target audience to find them. The problem is their entire focus is on search engines, trying to find the latest “trick” to beating Google and other search engines.

Read morePurpose Driven Industrial Blogging

Blogging Still Lagging in Industrial Marketing

Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point.

The first chart is from the survey – Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.

B2B Content Marketing Tactics Usage

Read moreBlogging Still Lagging in Industrial Marketing

Priming Industrial Websites for Content Marketing

Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of inbound marketing with content rather than just a cosmetic facelift to the site.

Manufacturers and industrial companies are more willing to accept the fact that their customers and prospects are interacting with them differently and this change in buyer behavior is permanent. They’ve seen how expensive traditional outbound marketing tactics are and how difficult it is to track results from those efforts.

Don’t get me wrong, I’m not suggesting that one should abandon outbound marketing. However, the balance has definitely shifted more towards online digital marketing for industrial companies.

Read morePriming Industrial Websites for Content Marketing

Industrial Blogging Lessons Learned from Working with Technical SMEs

IndustrMy clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience.

  • Editorial calendar: This may sound like content marketing 101 but let me tell you why it is so important for industrial blogs. At a recent discovery meeting, I received little to no response when I asked a group of engineers about their customers’ challenges that we could blog about. I was expected to do the industry research and come back with a list of topics.

    Read moreIndustrial Blogging Lessons Learned from Working with Technical SMEs

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