Manufacturers, distributors and engineering companies want to jump into industrial content marketing because they’ve read the buzz about its effectiveness in generating high quality leads for selling solutions. They want to educate the market about their solutions and in the process create “thought leadership.”
Those are all great and valid reasons for industrial companies to do content marketing. There is a problem however and that is the problem itself.
I see industrial marketers assume that their audience is aware of the problem and is actively seeking a solution, presumably theirs. Their entire content marketing strategy is based on that assumption. They write blog posts about their solutions and create content that is very solution-centric.
You ask, “What’s the problem then? Isn’t that what I’m supposed to do with content marketing?”
Indulge me for a moment because I’m about to tell you something different.