Content Marketing As a Game Changer In Manufacturing Industry

by | Apr 12, 2018 | blog | 0 comments

This post is the second part of our previous article that throws light on Content marketing tactics for B2Bs. In this post, we go deeper into the topic by laying our focus on the manufacturing industry in specific. Hope it clears the doubts of many of those seeking help and if you have any questions stick around to ask us in the section provided at the end of the page. We are there to help!

Setting context

In the current day, there is a burst of online content. Information is mounting exponentially, and according to Google’s recent reports currently, information created every two days, amounts to the same as what was known to have been created between the manifestation of man and 2003. Isn’t crazy it? Thus, the challenge becomes rising above the buzz and noise.

Every day, the search engine receives over 1 billion queries from across the globe. So, how many of those queries do you think to involve the manufacturing niche? How many searchers are sure looking for you guys? Therefore Manufacturers like all B2B companies, are responsible for generating a new marketing model that drives the industrial sales process. In the next sections to follow we will speak about how important it is for manufacturers to stay informed of the market trends and what channels are best suited for their niche.

Manufacturers Resist Change

The manufacturing industry has gripped on tightly to many old-fashioned marketing methods. Most common reasons being the fact that there is instant fulfillment in those outbound methods when compared to content marketing which needs long term commitment. They find direct-response results easier to quantify than inbound marketing schemes. Also, very importantly manufacturing companies are highly sales dominated with marketing always taking a back seat. For many years marketing for manufacturers has been all about personal networking, traveling, In-person events, and showcasing at industry trade shows, which requires huge budgets, which are very time, consuming with no guarantee of regular sales and leads. Thus industrial marketers are starting to mix traditional and digital media in their marketing plans and shifting more budget and resources to digital fronts.

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.

Even though the buying cycle of the industry has not changed, the consumer outlook has. Now potential customers look up the internet 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 again is not a “push-sell “model or “shout it out” model. The idea of content marketing for manufacturers has changed. It is to pull in the interested parties, engage them, and then grow these audiences into capable leads. This kind of inbound marketing takes time and resources but at the end of the day is worth it.

The Internet provides virtually indefinite research prospects for industrial buyers to do their jobs better and more efficiently. From e-newsletters and technical blogs to webinars and many more options, they have access to more companies, potentially your competitors that they can buy from. Resulting in your customers have more choices, personalized preferences, and more control over the buying process than ever before.

Content Marketing Channels Used by Manufacturers

Manufacturing industry also uses the same known digital channels as other B2B marketers, which have been discussed in the previous article. They do, however, use print magazines, and print newsletters at higher rates along with a large usage of digital channels like eNewsletters, in-person events, videos, and blogs, which are more effective when it comes to the manufacturing industry. 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 basis 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 to pursue capable prospects.

Thought Leadership/Initiation

Your website pages are most likely focused on discussing the company, its products, and its services. However, the blogs are valuable for representative your expertise.

Examples of 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. Having adopted a journalistic style, the blog serves as a platform for customer-centric stories. Every post is also available as a podcast, MP3 or iTunes download.

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

There are good reasons why manufacturers are scaling back their budgets for traditional, “outbound marketing” methods and readdressing those dollars to more online, “inbound marketing” methods.

Lead Generation by Inbound Marketing

According to surveys, 43% marketers believe that customer possession is the most important marketing goal. Inbound marketing is distinctively apt to produce fresh sales prospects by drawing interested website visitors during their decision-making process and translating them into leads.

Instead of spending money attending trade shows or by sending direct mail campaignsthat 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.

There are many marketing automation software that can be used to track the effectiveness of the inbound marketing efforts. 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. Software like CRM (Customer relation management) makes it even simpler by completely automating the entire process and streamlining a “closed-loop” sales and marketing process.

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 are incorporating additional budgets and marketing plans.

Company blogs have become the main component of any inbound marketing plan to distribute content. Appropriate blog articles draw visitors who find them in their search results. Just two or three posts per week help acquire a customer. Business blogging puts together a collection of entertaining and enlightening articles that can also be a helpful resource to prospective customers, building their trust in the company, as specialists in their industry.

Industrial marketers are starting to comprehend the possibility of social media as a stage for company branding and content delivery. Not only can they promote blogs and other content, but have become more comfortable with the two-way discussion that customers expect from the brands they follow on Facebook and LinkedIn accounts.

Thus, 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, prove ROI and generate leads.

With this, we come to an end of the second part of our blog post. Hope it provides our readers with insightful information. In case, you have a strategy of your own you would like to share with the rest of us, please drop a comment in the section at the end of the page. Also, if you are a reader looking for the right company to solve all your digital marketing needs do think of us. You can contact us or follow our Facebook Page. We will be more than happy to provide you with any sort of help you need.

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