Inbound Marketing

Industrial Content Marketing for Engineers to Make a Buy Decision

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” …

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Lead Generation for Industrial Companies is a Process not a Campaign

I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers. Buyers are looking for information online and interacting with sales people on …

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Content Marketing for Manufacturers Isn’t Just Publishing More Content

Content marketing for manufacturers has become a staple of industrial marketing with 61 percent using it as a marketing tactic and 54 percent planning to increase their spending on content creation (Source: IHS GlobalSpec Research Report). However, the same study also found that only nine percent can demonstrate how content marketing contributes to sales (ROI) …

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Purpose Driven Industrial Blogging

When I talk to manufacturers and industrial companies about blogging, which is practically every day, I can’t help but notice that these people do understand that blogging is a key component of good industrial content marketing. What I find lacking most often is a clear understanding of purpose driven benefits from blogging. This gap prevents …

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Priming Industrial Websites for Content Marketing

Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of inbound marketing with content rather than just a cosmetic facelift to the site. Manufacturers and …

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Storytelling in Industrial Content Marketing

If storytelling sounds too “Kumbaya” to you for hardcore industrial marketing and sales, then I suggest you read on for a fresh perspective. There is a very good reason centuries old Aesop’s Fables and others of that genre continue to be popular today for teaching valuable lessons. Their power lies in storytelling. Who doesn’t love …

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Industrial Content Marketing is NOT New

Manufacturers and industrial companies have been using content marketing for a long time whether they know it or not. What do I mean? Product Releases have been a staple of industrial marketing long before inbound marketing with content became so popular. Case studies, application notes, calculators, how-to articles, white papers and frequently asked questions (FAQs) …

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Industrial Content Marketing – Dazed and Confused

How many of you remember the song “Dazed and Confused” from Led Zeppelin’s debut album based on a folk song by Jake Holmes? I am finding industrial content marketing in a similar state of confusion. Manufacturers and industrial companies are confused by the dizzying array of things they have been advised to do in the …

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Creating Relevant Content for Industrial Marketing is a Challenge

I am not referring to the age-old question, “What will we write about?” Creating content that an industrial and technical audience will find relevant is not easy. An industrial marketer can only create so many application notes and case studies. Case studies are difficult to produce because well-known customers are reluctant to give their permission …

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Content Marketing Must Go Beyond Inbound Marketing in Industrial Sales

There is quite a bit of confusion among my industrial clients about the terms Inbound Marketing and Content Marketing. For many, the two are synonymous and it is just a matter of semantics. IMO, Content Marketing goes well beyond Inbound Marketing. The classic definition of Inbound Marketing focuses on the top of the sales funnel …

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