Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING.COM’s 2017 survey, 87% of engineering marketers use content marketing.
The CMI survey also reported that that 80% of manufacturing marketers rated themselves as “Not At All Successful” to “Moderately Successful” with content marketing.
C-suite executives at large industrial companies and owners of smaller family-owned manufacturing and engineering companies have plenty to be unhappy about with their lack of success with industrial content marketing. The big reason – MONEY! (or the money spent on content marketing).
As seen in this chart from ENGINEERING.COM’s study, manufacturing and engineering companies have increased their budgets for industrial content marketing in 2017.
So as things stand today, these industrial companies are spending more money on content marketing but most consider themselves not very successful with it as reported by CMI.
For defining success, let’s stay with CMI’s definition, “The survey defined success as achieving your organization’s desired/ targeted results.” Therein lies the rub (or “ay, there’s the rub” if you want to go all Shakespearean on me).
There is a strong disconnect between goals of industrial content marketing and expectations of results. Often, these companies want to jump right onto content creation instead of spending any time on thinking about how content marketing will drive their sales process. Some of the problems can be attributed to lack of a clear and documented content marketing strategy.
However, that’s old news because according to CMI’s survey, there was a “72% increase over last year in the percentage of manufacturing marketers who have a documented content marketing strategy.”
Here are the problems as I see it in my daily work and conversations with manufacturers and engineering companies.
My final thought on this, take a long-term approach and be fully committed if you want to achieve your goals. Industrial content marketing is a process that takes time to gel before it can produce measurable and sustainable results. It is not a quick fix for slow sales.
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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.