I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.
Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. In addition, marketers in these organizations say they are uniquely challenged with creating content that appeals to multi-level roles within their target audience. Many are working to address these challenges, for example, by developing personas.”
I couldn’t agree more with her summary because that is pretty much what I find, working with manufacturers and industrial companies every day.
What is unique about manufacturing content marketing?
If you have been a regular reader of my blog, you’ve probably read many of my posts where I have talked about the differences between manufacturing (industrial) content marketing and other B2B content marketing.
There are three key differences that you should be aware of: