Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.
The problem is not just a matter of better analytics and/or in-depth ROI reports from Marketing Automation. These marketing tools are a big help but can’t completely close the gap. The decision makers at these industrial companies want to know how industrial content marketing will increase their sales before they invest the money. In other words, they are saying, “Show me the money.”
Challenges with industrial content marketing exist across different industries and varying company sizes. Consider these key findings from the sixth annual content marketing survey, 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs:
- 81% of manufacturers in North America are using content marketing
- 87% said Sales was their number one goal
- 18% said they were effective (That is not a typo! Effectiveness was defined as “accomplishing your overall objectives” in the survey)
- 82% of manufacturing marketers cited creating more engaging content as their top priority
There is a big disconnect here between industrial content marketing and its impact on sales.