The Cardinal Rule of Industrial Content Marketing: Know Thy Buyers

cardinal rule of industrial content marketingIt may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients.

I often hear my clients tell me they know their customers very well. They can rattle off the industries they sell to and the job titles of their buyers at the drop of a hat. Some can even tell me the size of the company and other demographic data about their customers.

Unfortunately that is the extent of their knowledge about their buyers, very rarely if ever do they know the roles played by various stakeholders involved in the buying decision. Their assumption is the person who contacts their sales team is the buyer. Their entire content marketing strategy and SEO are built around that assumption.

The thinking goes something like this, “So and so from XYZ company called to inquire about our ABC widget. Therefore others (substitute job title) from similar companies must be searching for our products.”

Then they’ll ask me, “Isn’t that how it works?” My answer: Not exactly!

To illustrate my point, let me describe two scenarios that are very common in industrial buying.

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Content Marketing for Industrial Companies – Authenticity is Mission Critical

Authenticity in industrial content marketingMarketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time.

Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get you too far with them. Authenticity and maintaining transparency are critical for industrial companies to succeed with content marketing. (See my previous post, “How Industrial Content Marketing Builds Stronger Relationships Based on Trust”)

Your buyers don’t have to take your word for it, they have various social and online channels to check and confirm your claims. The quickest way to lose credibility is for you to say/write things that you can’t validate. The old adage of “Buyer Beware” has been turned on its head to “Seller Beware.”

Authenticity and transparency in industrial content marketing sound great but are they realistic goals? Do profits, revenues and short-term goals take precedence? The honest answer is probably yes. So how can you be authentic with content marketing and still meet your business goals?

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