Content Marketing

Most Industrial Websites Miss the Mark

I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do with industrial website design. According to Acquity Group’s annual State of B2B Procurement study, “Although …

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Top 12 Industrial Marketing Posts of 2014

It’s time to look back at the most read industrial marketing posts that I published in 2014. I’ve culled the list down to 12 based on the data from my Google Analytics. These industrial marketing posts are listed in the order of published dates –oldest to the newest. #1: What’s Hot and What’s Not in …

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Planning Your Industrial Marketing Strategy for 2015

I hope you have already started planning your industrial marketing strategy for 2015. You may be wondering why you need to spend the time and effort in creating an industrial marketing strategy when you already know the problem – not enough quality leads generated from your current website. It would be easy to dive right into …

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Industrial Website Redesign: Content Before Design

Around this time of the year, I get more calls and emails about redesigning industrial websites. This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. My “Spidey Sense” is heightened whenever I hear the other person say something like “We need to …

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Better Industrial Marketing Doesn’t Mean More Technology

Marketing Automation vendors have done a great job of spreading the message about the benefits of technology in marketing. Industrial companies are paying attention. I’ve been asked several times about using Marketing Automation (MA) in industrial marketing. I should be excited and jumping up and down with joy, right? Not so fast! Why do I …

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How to Create Successful Industrial Marketing Content for TOFU

In case you aren’t familiar with the content marketing acronym TOFU, let me define it for you. TOFU stands for top of the funnel and relates to content that attracts qualified visitors to your industrial website or blog. Creating effective marketing content for TOFU is proving to be a challenge for many manufacturers. That’s because …

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Industrial Website Redesign Should Fit Your Sales Process

I have had many conversations with manufacturers and industrial companies where our discussions began with the statement, “We need to  redesign our industrial website.” Great news, right? Not exactly and here’s why. If you want your industrial website to generate qualified leads and drive sales (Of course you do), make sure you and your web …

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Two Controversies That May Disrupt Industrial Digital Marketing Plans

In the past week, I have read several blog posts about two content marketing controversies that have set the blog world on fire. Mind you, these bold predictions are not put forth by some obscure blogger looking for his/her 15 minutes of fame by publishing something controversial. First up is “Content Shock” by Mark Schaefer. …

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What Content Marketing Functions Do Industrial Companies Outsource?

I hope your Holidays were wonderful and that you are off to a good start in 2014. The views I have expressed in this post are based on my daily dealings with manufacturing and industrial companies that are looking to outsource their content marketing and are not based on any scientific research studies. However, I …

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Use Content to Uncover Tacit Know-how Inside the Minds of Engineers

I recently read the survey, 2012 Mind of the Engineer that was released by UBM Electronics, the global leader in media and marketing solutions for design engineering and the electronics industry. The findings are very interesting and blew away some of the myths about how engineers think. The key takeaway for me was the concept …

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