To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Industrial blogging questionsManufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a no.

Yes, you should start an industrial blog if you haven’t already done so. No, you shouldn’t blog if you don’t have a well-thought-out blogging strategy in place already.

Even though blog strategy comes before content creation, only 19% of manufacturing marketers outsource this function. That was one of the findings from the 2014 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs.

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Winning the Engineer’s Mindshare with Industrial Blogging

Winning engineer's mindshare with industrial bloggingEngineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought leadership.

However, engineers and technical buyers don’t easily change processes that are working well unless you can convince them they may have a problem that they are not aware of and/or you have a better, more efficient way of doing something that they have been doing for many years.

There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution.

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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 name of content marketing. I found this chart from the Content Marketing Institute that shows the usage of various content marketing tactics by manufacturers in North America.

Manufacturing content marketing Usage by manufacturers in North America: CMI

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