How to Do Effective Content Marketing in the Manufacturing Industry
There’s a huge myth going around pertaining to the manufacturing industry and content marketing. The notion in question? That it’s not relevant for business to business industries, especially those involved in manufacturing, whether that be roto molding or steel engineering. If that were real however, then things like SEO or content marketing for these types of businesses would simply disappear overnight. Instead it’s thriving, going from strength to strength, proving its worth as an effective tool that have helped increase profits and introduce innovative solutions to heaps of new customers.
As for how to capitalize on content marketing effectively in this space? Well there are a few things you’re going to have to bear in mind if you hope to be a frontrunner. Here we take a look at some of the more important aspects to help show you the direction you should be headed in.
Like all things in the marketing world, to market anything successfully first you’re going to have to understand the industry you’re in and the clients you are pitching to. In manufacturing that means getting your hands dirty, visiting the factories and production lines and speaking with the customer. That’ll help identify clear objectives as well as help develop an understanding of where people go and what they search for in terms of further educating themselves in these spheres.
Content marketers usually hone in on things like brand awareness, sales and lead generation first before moving down to things like upselling or cross-selling. These same processes apply to the manufacturing world just as much as any other market. Each piece of content you create will want to address what potential clients are looking for or things that can help make their lives easier and solve problems. Providing content sculpted around these points of contention is how you meet your goals as a content marketer in this space.
The manufacturing business relies on search just as much as any other. If you can learn what people are searching for but not finding then you’re going to have plenty of ideas pertaining to content as to how you can help them match those queries. Using the traditional SEO tools applies but so does paying attention to things that aren’t being searched for but nonetheless could prove useful. That could mean hunting for gaps in the market so that you can position yourself as a leader in the space. Being the source of cutting-edge information in an industry will do wonders for a brand, raising customer awareness while you’re at it.
The great thing about manufacturing in terms of content creation is that it is people dependent. The workforce, both on the production line and in sales, will have all kinds of ideas concerning what their customers might find useful or what they might be searching for in terms of questions relating to the field. A workforce can also help deliver on clarifying technical aspects of a piece that a content marketer might struggle with. Arranging regular times to check in with a breadth of people in the space can really do wonders for unique content that speaks to potential clients in new ways.