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Manufacturing Content Marketing

If you’re a manufacturing company that struggles to connect with your target audience and get them to engage with your brand, you’re not alone. Industrial services and topics are hard to make interesting, but content marketing can help you create compelling stories that will captivate your audience.

Content marketing also helps reinforce brand awareness, build trust, and increase visibility in the ever-evolving digital landscape. With a strategic content marketing strategy in place, manufacturers can reach out to potential customers and showcase their products in a positive light. 

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What Is Content Marketing for Manufacturing?

Content marketing for the manufacturing industry is a way for manufacturers to create and distribute content that resonates with their target audiences. This can include creating blog posts, videos, podcasts, infographics and other forms of media that educate potential customers about the products and services being offered.

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Why Should You Incorporate Content in Your Digital Marketing?

Creating content is an important part of any digital marketing strategy. Not only will it help engage your audience, it can also help attract prospective buyers through your site through lead magnets or organic Google searches.
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The Best Content Marketing Strategies for Manufacturers

Ready to take advantage of the long term ROI online content marketing for manufacturing companies can bring? Here are some of the best strategies for manufacturers:

Create a Great Sales Funnel

Manufacturing marketers need to create a sales funnel that fits their specific needs and funnels prospective customers through the purchasing process. In addition to creating content for leads at the top of the funnel, like blog posts or videos, it’s important to also create resources for prospects in the middle and bottom of the funnel as well.

Publish Press Releases

Press releases are a great way to get your manufacturing company’s news out into the public. Through an effective press release, you can position yourself as a credible industry leader and build trust with potential customers.

Incorporate Videos

Many people enjoy watching videos to learn more about a product or service. Video content can also help you capture the attention of your audience and explain complex topics in an engaging way.

According to the 2022 Manufacturing Content Marketing Report from the Content Marketing Institute, 85% of manufacturing marketers expect continued investment in video in 2022, making it the top area of predicted investment. 

Repurpose Content on Social Media

Your content marketing efforts don’t have to end with the creation of a blog post or video. You can also repurpose content and share it on various social media platforms, such as Facebook, Twitter, LinkedIn, and Instagram.

Guest Blogging

Industrial companies should also consider writing guest blogs on other websites in the manufacturing industry. Guest blogging has multiple benefits, including increasing brand visibility, creating backlinks to your own website, and building relationships with key influencers.

Virtual Events

Just like in person events can get you more customers, virtual events can do the same. Through webinars and more, manufacturers can showcase their products and services to a larger audience and build relationships with customers.

How to Develop Great Manufacturing Content

Ready to get started in content marketing? There are a few content marketing channels you can use, but you’ll need a strong strategy in place. Here’s what you should do before content creation:

Learn More About Your Target Audience

To develop great manufacturing content, it’s important to understand who your target audience is and what kind of content will resonate with them. This includes researching their interests, needs, pain points and preferences so you can create the most effective content possible. 

With a good understanding of your target audience, you can then craft a comprehensive strategy that incorporates different types of media such as blog posts on industry news, videos, podcasts and infographics to educate potential customers about the products and services being offered by manufacturers.

Talk to Your Sales Team

Manufacturing teams should also talk to the sales department: they can give valuable insights on what prospects are asking and which topics they should cover in their content. Check out a sales presentation and read reviews for any products or services to learn more about what target buyers think.

Perform SEO Research

If you want your website to rank in Google when people search for you, you’ll need to perform keyword research. Tools like Google Keyword Planner can help you uncover keywords related to your products or services. This way, you can create content that’s more targeted and optimized for search engines.

What Do You Need for Content Marketing

Industrial manufacturers need the right tools and resources to create effective content marketing campaigns. Whether you want to share news stories, how tos, or other content ideas, you’ll need to make sure you have the following in place:

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Professional Writer (or Marketing Team)

You’re going to need a manufacturing content team or an outside marketing agency with experience in your industry. They should understand your marketing goals inside out and create helpful content to address high level pain points.

Editorial Calendar

A content calendar will help you plan and organize your content ahead of time. You can create one using a spreadsheet to keep track of when, where, and how you’re sharing content.

Success Metrics

Manufacturing companies need to measure their content marketing success. This includes setting up goals and tracking metrics such as website traffic, new leads generated, conversions, etc. to ensure that your campaigns are running smoothly and you’re achieving the desired results.

Competitive Analysis

Content development is also about staying ahead of the competition. Keep an eye on what your competitors are doing and figure out how you can do it better, by addressing different pain points or delivering more value.

Other Marketing Services

Content marketing is best when it’s used in conjunction with other marketing services. This could include video marketing, social media, email campaigns, search engine optimization (SEO), and more. All of these need to be incorporated into your overall content strategy for maximum success.

Frequently Asked Questions About Industrial Content

The price of industrial content marketing services varies based on your business goals and the type of services you need.

The best strategy will vary by companies, but most top performing content strategies include research, keyword optimization, sharing content through multiple channels and measuring success.

It depends on the goal you’re trying to achieve. Popular types of content include blog posts, videos, podcasts and infographics. You might also want to consider creating case studies or whitepapers to educate potential customers.

If you want to develop content that will establish you as an industry leader, you’ll want to start by researching the topics business leaders are interested in. These could be industry reports, success stories, interactive content. Guest posts, infographics, and webinars are great ways to become a thought leader in your field.

Google Analytics and Google Search Console can give you valuable data about how your content is performing. 

If you want to do extensive keyword research, Semrush and Ahrefs are great options to find keywords that’ll attract your most qualified buyers.

Make sure your marketing team is in communication with other manufacturing teams like your sales reps! This can go a long way in creating content that addresses customer pain points and helps to generate leads throughout the buyer’s journey. 

You can also use industry events as an opportunity to create content that resonates with your target audience. Additionally, consider creating evergreen content pieces such as ebooks or webinars that provide additional value to customers. Be sure to promote these through your social media platforms and other digital marketing channels.

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