content creation

Content Marketing for Manufacturers: Overcoming Writer’s Block

82% of manufacturers said they are using content marketing according to findings from the 2015 B2B Manufacturing Content Marketing Trends—North America published by CMI. More than half (59%) also said one of their top challenges is “Producing Content Consistently.” This is not an isolated finding; I’ve read other research studies that have reported similar results. …

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Content Creation vs. Content Marketing – There’s a Big Difference

Unless you’ve been living under a rock somewhere for the past couple of years, you’ve surely heard or read about the power and the popularity of content marketing by now. 91% of B2B marketers are using content marketing as shown in this chart from the survey done by CMI and MarketingProfs (2013 B2B Content Marketing Benchmarks …

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What Does a Content Marketing Strategy Mean for Industrial Companies?

I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” That’s very good advice but what does it really mean if you are on the other side of the table and are responsible for marketing your industrial company? …

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Why a Content BOM is Crucial to a Successful Industrial Web Design

Content BOM is not a typo in my headline. Read on… I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). Somehow, they assume the web designer will take care of content creation and the cost is included …

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Industrial Content Marketing is Not Just for SEO

Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). They’ve heard/read …

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Is Your Industrial Content Marketing Reaching a Dead End?

In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Decision makers in these companies want to jump on the content marketing bandwagon but they really don’t have a strategic plan of action and/or a clear idea of how it will drive sales and …

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Industrial Blogs and Their Benefits-Challenge Duality

Blogging is proving to be just as as paradoxical for industrial companies as the wave–particle duality in quantum physics. Manufacturers, industrial distributors and engineering companies that I talk to do understand the benefits of using a blog as the hub of their inbound marketing strategy for SEO, lead generation, thought leadership and branding. However, they are …

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Creating Digital Content for Industrial Marketing

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. …

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Retrofitting Blogs and Converting Industrial Websites into Blog Sites

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 …

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Website Content Must Address What’s Keeping Engineers up at Night

Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk Security Compliance Does your website content address those issues? The content on your industrial site may be missing the mark completely if it doesn’t speak directly to engineers’ pain points. If …

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