Published on April 14, 2014
Content Marketing For Manufacturing Industry
Today, smart digital marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
So, What Exactly is Content Marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action.
Manufacturers Resist Change The Manufacturing industry has gripped on tightly to many old fashioned marketing methods.
There is instant fulfilment in those outbound methods when compared to content marketing, which needs long term commitment.
For many years marketing for manufacturers has been all about personal networking, travelling, In-person events, and showcasing at industry trade shows
Result Huge Budgets, It’s Time Consuming and No Guarantee of Sales / Leads
The Changing Times
Like any other consumer, when technical and engineering professionals have a problem they look for online assistance. Leading manufacturing suppliers today are seen familiarizing their marketing mix, consequently, shifting budgets, and resources to the digital methods to connect to their audience.
Potential customers lookup the internet Via Mobile devices for information related to any product queries and if you are not there to provide them with the information they need, they simply move on to your competitors that do.
If you wait until the buying decision being more than halfway done, you are ensuring that you will lose the business to a vendor who has gotten in early and provided the content that was researched.
The Bigger Picture (Content Marketing)
Content marketing should not be taken as a campaign. In content marketing, the conventional dynamics of marketing has now fundamentally shifted.
Instead of buying or renting media (ad placement), companies now own their own media. They are not renting an audience but instead making efforts in earning one that will stick around in the long run.
Content marketing will pull in the interested parties, engage them, and then grow these audiences into capable leads This kind of inbound marketing takes time and resources and it is worth it.
Content marketing channels used by Manufacturers.
Source: A commissioned study done by Content Marketing Institute
YouTube has become surprisingly the most popular social media platform with 81% of the manufacturing marketers distributing content on it. Other social sites like Facebook, LinkedIn, and Twitter etc. are also used by 75% of the marketers.
Benefits of Social Media to Manufacturers
Search Engine Optimization (SEO) New blog posts help your SEO efforts in a holistic way. Generating new content on regular bases is vital to search engine rankings as Google places value on recently posted content.
Lead Generation Keeping your company website engaging, and providing downloadable, relevant information assists the sales teams pursue capable prospects.
Thought Leadership/Initiation Your website pages are most likely focused on discussing about the company, its products, and its services. However, the blogs are valuable for representative your expertise.
Manufacturers Effectively Using Content Marketing
Emerson Process Experts Emerson Process Experts write blogs on topics that appeal to engineers who design and run process control systems. Results: 2,000 daily visitors; 15-20 email messages/day; top rankings for Emerson on Google for terms such as “process controls,” “process management” and “compressor surge control.”
Indium Corporation Blogs Indium runs 73 blogs that target niches with long- tail keyword phrases. They also make good use of videos embedded within the posts. Results: They saw 25% reduction in marketing costs and increasing number of qualified leads and sales along with numerous industry awards.
Content Marketing as a Game Changer
Lead Generation by Inbound Marketing Instead of spending money attending trade shows or by sending direct mail campaigns that bring about limited results, inbound marketing takes complete advantage of the company’s website to gather people that are keenly exploring the product and services that can attain solutions.
ROI with Inbound Marketing Marketers at manufacturing companies must constantly exhibit the ROI from their marketing efforts. In fact, 31% of the marketers state that it is a prevalent challenge in their line of work while 58% of them believe that sales attributing to marketing campaigns are a measure of success.
ROI with Inbound Marketing The leads obtained by an inbound marketing campaign are segmented, tracked, and nurtured throughout the buying cycle. Based on the level of engagement or activity on the company website the leads are being qualified by the marketing department before being passed on to the sales department.
Attractive inbound marketing Content New online content including videos and webinars are being included by the marketing leaders at manufacturing companies. Surveys discover that manufacturing companies that will use more content distributing channels in the near future
Attractive inbound marketing Content Company blogs have become the main component of any inbound marketing plan to distribute content. Business Blogging puts together a collection of entertaining and enlightening articles which are helpful resource to prospective customers, building their trust in the company.
1. Industrial marketers are starting to comprehend the possibility of social media as a stage for company branding and content delivery. 2. They have also become more comfortable with the two- way discussion that customers expect from the brands they follow on Facebook and LinkedIn accounts. 3. Manufacturers who have not yet shifted their marketing online are being forced to play catch-up as inbound marketing provides the strategy and tactics for industrial marketers to Compete Online, improve ROI and Generate Leads.
Read the full version of the article at: http://sweetdigital.co/blogs/digital-marketing/content-marketing-for-manufacturing-industry
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