ToFU

Content Marketing for Industrial Distributors

Content marketing is proving to be a big challenge for industrial distributors that I have talked to. The problem stems from the fact that distributors have relied heavily in the past on their principal manufacturers to provide them with marketing content and collateral. Weaning themselves from that reliance and becoming publishers of original content is …

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How to Create Successful Industrial Marketing Content for TOFU

In case you aren’t familiar with the content marketing acronym TOFU, let me define it for you. TOFU stands for top of the funnel and relates to content that attracts qualified visitors to your industrial website or blog. Creating effective marketing content for TOFU is proving to be a challenge for many manufacturers. That’s because …

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Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise …

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Use Content Marketing to Manage Industrial Sales Funnels

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower …

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