Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogging for a while but haven’t seen any tangible results (leads, sales opportunities etc.).”
Another major concern is that it is too time consuming to create fresh and relevant content that will engage engineers and industrial professionals.
These issues with industrial blogging are valid and justifiable, but don’t give up on it just yet. I’ve found industrial blogging to be a strong content marketing strategy for engaging with time-challenged engineers.
That’s been my own experience working with my clients and in my own industrial marketing consulting business. 100% of new leads are now inbound leads and usually originate from this blog. I admit it has taken me several years to build up to this stage (I’ve been blogging since 2008).
Using industrial blogging to win the engineer’s mindshare
Engineers thrive on solving problems and they love a technical challenge. They are keen on gaining knowledge and staying current about their industry. They trust, respect and want to learn from their peers. Those are not just my observations.