Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

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…

Content Marketing for Manufacturers: What’s real and what’s hype?

If you are a manufacturing marketer, I’m sure you’ve heard all the buzz and the hype surrounding content marketing for manufacturers. It is a fact that today more manufacturers are using content marketing for increasing awareness (branding), lead generation and sales. That’s not hype, it’s definitely a reality as reported by the 2015 B2B Manufacturing…

Industrial Marketing Plan: A 3-Phase Approach

As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for the next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task. My preferred way is what I call the…

Content Marketing for Industrial Companies – Is There Content Overload?

There was a time not too long ago when manufacturers and industrial companies were blamed for being slow adopters of content marketing. Have we progressed from that to too much content in just a few short years? Take a look at these stats from the 2015 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs….

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….

Why are Manufacturers Still Struggling with Content Marketing?

Last week, I received an advance copy of the research study, 2015 B2B Manufacturing Content Marketing Trends—North America thanks to Amanda Subler of the Content Marketing Institute (CMI). There may be slight differences between my draft copy and the final version that was published by CMI recently. Even though there has been a slight decline…