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 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.
Should I create a custom content marketing plan?
Yes. Each company’s goals and target audience is unique (yes, even with in 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 been helping 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 too. 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 you're 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.