Posts

Making Email the Cornerstone of Industrial Content Marketing

You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.

Engineers and industrial professionals do read emails, provided you’ve earned their trust with valuable content and can get through their spam filters. According to the research report “How Engineers Find Information 2018” published by engineering.com, 95% of engineers will consider an email in their inbox.

You can read about this in my earlier post, Industrial Email Marketing for Engaging Engineers and Technical Professionals.

Email should be an important component of industrial content marketing

Given the above findings, it makes a lot of sense in making email marketing a key component of your overall industrial content marketing strategy. My opinion is corroborated by independent research findings.

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Industrial Content Marketing that Engages Engineers

When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content more relevant to time-challenged engineers, deal with the age gap within your target audience, earn their trust and build stronger relationships? Those are some major challenges in industrial content marketing that can’t be overcome by just pumping out more content.

You are not alone if you are having difficulties with manufacturing content marketing meeting all your goals. According to the findings from the research report, 2018 Manufacturing Content Marketing Trends—North America published by Content Marketing Institute and MarketingProfs, 55% of manufacturers in North America reported that they were only moderately successful in achieving their organization’s desired/targeted results.

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Industrial Website Redesign for Marketing to Engineers

An industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t have a clear understanding of marketing to engineers and industrial professionals.

A website redesign that doesn’t match your sales process is doomed to fail. Marketing shouldn’t attempt doing a site redevelopment all on their own. You must get Sales and other key stakeholders involved from the very beginning of the redesign. Get their input while planning the site map, the architecture, the content, calls to action and the overall strategy. In other words, thoroughly vet the What, Who and the Why before you start designing the site.

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Industrial Content Marketing: Product Centric vs. Customer Centric Content

Product centric vs customer centric industrial content marketing

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries.

Our conversation happened in the early stages (Thank God!) of developing a content marketing strategy. This company has been in business for over 20 years and had done plenty of conventional outbound marketing over the years. They contacted me to help them effectively use industrial content marketing to generate qualified inbound leads and convert them into sales opportunities.

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Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING.COM’s 2017 survey, 87% of engineering marketers use content marketing.

The CMI survey also reported that that 80% of manufacturing marketers rated themselves as “Not At All Successful” to “Moderately Successful” with content marketing.

Success with industrial content marketing

Dissatisfaction with industrial content marketing

C-suite executives at large industrial companies and owners of smaller family-owned manufacturing and engineering companies have plenty to be unhappy about with their lack of success with industrial content marketing. The big reason – MONEY! (or the money spent on content marketing).

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Technology is Not a Substitute for Good Industrial Content

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process. This mindset is not surprising since the top person at many of these manufacturing and industrial companies is an engineer. That is not a dig at engineers, I’m an engineer myself!

Once while discussing an industrial website redesign project, the owner/founder of a manufacturer of valve actuators told me, “I can program anything.” I had to politely bring to his attention that “coding isn’t marketing.”

The rush to add marketing technology

It is not that technology is new to them. Many of these industrial companies already use sophisticated technology such as ERP and CRM systems to run their businesses. So, adding marketing technology is a natural solution for them when pipelines run dry and sales teams are screaming for more leads.

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Manufacturing Content Marketing Trends and Challenges

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 was the first year that CMI published its annual Benchmarks, Budgets, and Trends report specifically for B2B manufacturing content marketing.

I’ve noticed some interesting trends emerge over the years. In this post, I’ll compare some of the key findings from these research reports. Whether you are a manufacturer, a distributor or an engineering company, there are good takeaways for all industrial content marketers.

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Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.

Show me the money - Tom Cruise as Jerry MaguireThe problem is not just a matter of better analytics and/or in-depth ROI reports from Marketing Automation. These marketing tools are a big help but can’t completely close the gap. The decision makers at these industrial companies want to know how industrial content marketing will increase their sales before they invest the money. In other words, they are saying, “Show me the money.”

Challenges with industrial content marketing exist across different industries and varying company sizes. Consider these key findings from the sixth annual content marketing survey, 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs:

  • 81% of manufacturers in North America are using content marketing
  • 87% said Sales was their number one goal
  • 18% said they were effective (That is not a typo! Effectiveness was defined as “accomplishing your overall objectives” in the survey)
  • 82% of manufacturing marketers cited creating more engaging content as their top priority

There is a big disconnect here between industrial content marketing and its impact on sales.

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Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial content marketing needs the help of SMEs

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers. It is not too difficult to prove effectiveness with top of the funnel results such as increased traffic, page views, content downloads and newsletter signups.

However, most manufacturers and other industrial companies are not going to be satisfied with that. They want and expect their industrial content marketing strategy to engage with engineers and persuade them to start a conversation with their sales team.

Industrial companies that I talk to on a daily basis, find it challenging to market to engineers. Their biggest hurdle is the lack of response from their target audience. These companies are at a loss and want a better way to market since their target audience is primarily engineers from various disciplines. And therein lies the challenge.

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Content Marketing Strategy Must Drive Your Industrial Website Redesign

Jeffrey Zweldman on content and web designAn industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision?

According to the Industrial Buy Cycle survey of engineers and technical professionals conducted by IHS Engineering 360 (formally GlobalSpec), “The top three most frequently used sources for searching for products and services to purchase are search engines, supplier websites, and online catalogs.

The survey also found that in the early stages of the Buy Cycle, Needs Awareness and Research phases, industrial professionals use a variety of online sources of information.

By the time buyers reach the final Procurement stage, supplier websites and online catalogs become the most important sources of information. Take a look at this chart from IHS Engineering 360’s Buy Cycle survey.

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