Manufacturing content marketing

Webinar: Prove ROI and Make the Business Case for Industrial Content Marketing

Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past. Why not join me for a free webinar to learn first-hand about these challenges, tips on how to prove ROI which is necessary to make a strong business case for getting buy-in from management. …

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Manufacturing Content Marketing Can Be Confusing and Difficult

I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities. 64% of manufacturing content marketers say their organization’s content marketing is much/somewhat more successful compared with …

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Industrial Lead Generation for Sales – It’s Complicated!

Industrial lead generation is the lifeline for manufacturers, distributors and engineering companies when it comes to accelerating their pipelines and growing sales. However, turning new leads into sales is not straightforward or simple. Just like the hit movie, it’s complicated! There are many reasons for the failure of industrial lead generation to convert into wins …

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Measuring ROI of Industrial Content Marketing is Difficult

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. (Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec). While the number of leads generated …

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Unique Challenges of Manufacturing Content Marketing in 2019

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. …

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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 …

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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 …

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Industrial Content Marketing for Engineers to Make a Buy Decision

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” …

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Use industrial content marketing to enable sales

Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B. If you are a manufacturer of custom-engineered systems, you know that it is nearly impossible to generate Sales Qualified …

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Why Industrial Content Must Be More Customer-Centric

Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-date product information because that’s the first step in an engineer’s evaluation of your product or solution, especially if you manufacture a component that must be designed in. …

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