I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. A sure sign of that is the number of conversations that I have had recently with my current clients and new leads. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites.
Retrofitting a blog into an existing site is quicker and less expensive than recreating the site on a blogging platform. However, a blog site with a fully integrated blog has many advantages over the retrofit option. For a full list of benefits, refer to my earlier post, “Build Industrial Websites as Dynamic Blog Sites.”
Some companies need help setting up their business blogs but for most, the biggest obstacle is creating content. One way to get over this hurdle is to repurpose some of your existing content into blog posts.
Here are some suggestions for repurposing existing content and quickly turning them into blog posts that are more reader-centric:
Another option is content curation. This is a topic unto itself that deserves a few posts of its own. For a quick overview, see my post, “Is Content Curation an Easy Way for Content Marketers to Do More With Less?”
In my opinion, content curation alone is not enough if you want your industrial blog to establish thought leadership and highlight your company’s expertise. The best way forward is to create some original content and mix in a healthy dose of content curation using the best of human skills and automation techniques.
Many of my industrial clients ask me to set up their blog and get them started by using my blog content creation service. After a while, they get the hang of blogging and are able to maintain their blogs using their in-house resources.
Does your industrial company have a blog site or did you add a blog to an existing one? What are some of the challenges you face in creating blog content?
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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.