Content Marketing Services
For Manufacturing Companies

Strong content is at the heart of any successful marketing strategy, nurtures leads, and closes sales.

Help Me With My Content

Meet Your Business Goals With Content Marketing

Content marketing for manufacturers encompasses everything from website copy, graphics, videos, and more.

content marketing air innovations manufacturing example

And when done right, it can spark conversations, instill confidence to your customers, showcase expertise, forge relationships, and contribute to your bottom line. Here are a few more reasons why the smartest manufacturers and industrial companies use content marketing:

  • To get found on the internet and increase website traffic
  • To increase sales opportunities and business partnerships
  • To increase high quality leads on their website
  • To keep buyers engaged and increase customer referrals


Create Content That Helps Buyers Do Their Jobs

More than half (57%) of today’s B2B buyers make their purchase decisions before ever picking up the phone and talking to a representative from your company.

Content marketing manufacturing example to reach engineers

What are buyers basing these decisions on? Your content. Engage your dream customers with content marketing that solves their biggest pain points.

  • Design Engineers: CAD software is perpetually open on their desktop so they can create new components and assemblies. They care about form, fit and function. They are problem solvers of the highest order. Use your content marketing to make their jobs headache-free and give them information they can easily access.
  • Procurement Managers/Buyers: These folks are the Holy Grail. They hold the purse strings and have a high level of input into the final supplier for projects. Your content marketing should address their main concerns of cost, lead time, and ongoing deliverability.
  • Plant/MRO Managers: Their life is divided into planned shutdowns and the pure anarchy of emergency repairs. Theirs is a life of stress. Your content marketing needs to help them stock what they need for both possible good and bad days.


Content Marketing For Manufacturers And Industrial Companies

Content Marketing For Industrial Companies

Learn how to build your brand and grow your business with content marketing.

Today's industrial buyers are in full control of the sales cycle. They're researching, evaluating, and shortlisting suppliers without ever picking up the phone or interacting with a salesperson.

The content on your website helps them decide whether or not they will partner with you or make a purchase.

Manufacturing Blog Content

Industrial Blogs, Resources, And Guides

Blog content and related resources are great at the top of the sales funnel to create brand awareness and to attract new website visitors for you to nurture into leads.


Industrial eBooks and White Papers

Manufacturing eBooks & White Papers

eBooks and white papers sit at the middle and bottom of the funnel. This type of content is usually gated and best utilized to capture lead information by form submissions.


Manufacturing Website Copy

Writing For Manufacturing Website Pages

Your website pages are where you showcase your products, services, and industries served. Unique, useful content attracts more buyers and keeps your business top of mind.


Video Production Services

Video Production And Promotion Services

Video tours of your facility are a great way to get buyers to get a first-hand look at your setup and show off what makes your company the perfect fit for their next project.


Want To Increase Awareness For Your Manufacturing Brand?

What is content marketing?

Content marketing is an approach focused on creating and distributing valuable content to attract potential customers for your industrial business. (It’s an important part of doing digital marketing for manufacturing.)

What should I expect after hiring a digital marketing agency?

When you hire a digital marketing agency, you should expect them to immerse themselves in your business and your business goals. Your digital marketing agency will assign an Account Supervisor to you and review your marketing plan together. There will be regularly scheduled meetings to see how your marketing campaigns are going and how your content is performing. We also welcome any ideas you have to incorporate into your marketing plan! 

Thomas has more than 122 years of experience connecting buyers and suppliers, so you should expect our strategies and solutions to attract, convert, and retain customers in the industrial space.

More on what to expect after hiring a marketing agency here.

What is the best way to create a content marketing strategy?

Honestly, it depends on what your goals are in your company. If you’re looking to diversify into a new market, you would want to create content around metals for the aerospace industry — whereas if you wanted to get your brand recognized for its “green” initiatives, you’d talk at length about your in-house recycling programs and environmentally friendly processes. We have a ton of blog posts written about all types of content — video, blogs, eBooks, etc. — you want to check those out here.

At a minimum, your content marketing strategy should include research about the buyers you're going after, the content they need to get their jobs done, and marketing channels like emails to help promote that content.

Should I create a custom content marketing plan?

Yes. Each company’s goals and target audience is unique (yes, even within the manufacturing and industrial space), which means you’ll have to tailor the type of content that works for your audience and your business goals. 

Does content marketing work for B2B and/or industrial companies?

Content marketing is one of the best ways to reach a B2B and industrial audience and inform them of your products and services. Business decisions are rarely impulsive, so you’ll need to provide some information to buyers to catch their interest regardless of what stage they’re at in the buying cycle.

What types of content work well for manufacturers?

Today, company overviews and shop floor tour videos have helped manufacturers close more sales, but there is no standard formula for the types of marketing that work for every manufacturer. Each company is unique in its own way, and each company has its own set of goals. Our industrial experts and marketing strategists will work with your team to determine the right content that your customers, engineers, and buyers need and create that content for you.

I think I have a lot of content about my manufacturing company already. But I'm still not seeing enough leads come through. What's wrong?

Great content only works well if it's in the right places at the right time. Your potential customers are looking for resources online but you need to make sure your content has the right digital campaigns in place for your audience to see them. 

Make sure you're promoting your content on platforms your buyers, engineers, and procurement managers are on — industry newsletters and sourcing platforms, like Thomas. Request a free digital health check to find out exactly how you can improve your online tactics.

How can I use digital marketing to promote my content?

Depending on your marketing goals and business needs, our marketing experts will create content and online campaigns to reach more engineers, procurement managers, and MROs.

For example, use your Company Profile to showcase your product catalog and upload product videos — every second an engineer sources for suppliers on that platform. Create your profile here for free.

Or put the spotlight on your company in industry's leading email newsletter, Thomas Industry Update, where you can target more than 310K subscribers by job function.

There are many opportunities for content marketing to help you break into a new industry, increase your brand awareness, and get more quality leads. For additional industrial marketing resources, visit the below links:

Reach More Buyers With A Custom Content Marketing Plan