Taking a look at why content marketing matters for manufacturing companies and offering insights on how to do it well.
A Quick Refresher on B2B Brand Strategy
A strong B2B brand strategy is one of the most important initiatives a brand can take. No matter what vertical a company is in, brand strategy matters. Read the full article from Industrial Marketer here.
- Have a solid business model definition: This helps you keep track of your value proposition, what channels you have access to, your customer segments and much more.
- Know your positioning statement: Establishing what you do, why you do it, and how you do it as well as the unique characteristics of your brand helps your brand stand apart.
- Do a competitor and customer analysis: Knowing you key customers types as well as being on top of what your competitors are doing can help you stay on the cutting edge.
- Have a strategic plan: Know where you want your brand to go and make sure you know how to get there.
Deliver Content That Connects with Your Audience
- Know your audience. Ask yourself these questions:
- Do I have the knowledge to create valuable content on this topic?
- Who is my audience and at what level should I address them? Broad or specific?
- What is the goal of this content?
- What do I want prospects or clients to do after they read my content?
- Follow these five important steps for content creation:
- Map your content to the buyer’s journey and see where it falls.
- Define your content deliverables.
- Conduct a content audit.
- Develop a social calendar.
- Prepare for content production.
- Measure the ROI of your content. Some ideas of what to track:
- Consumption: How many people viewed, downloaded, or otherwise accessed your content.
- Engagement: How involved your audience was in your content – pages per session, time spent, likes, comment, and shares.
- Demand: The number of readers who registered to your site or submitted an email address in order to access your content.
15 Important Manufacturing Marking Trends & Statistics
- 85% of manufacturing marketers are currently using content marketing
- Only 1% of manufacturing marketers consider their organization’s content marketing level as sophisticated
- 33% of manufacturing marketers say their organizations have clarity on content marketing success
- 82% of manufacturing marketers attribute more content creation for an increase in success over last year.
- 67% of manufacturing marketers say that not dedicating enough time to content marketing has caused success to stagnate
- 31% of manufacturers have a documented content marketing strategy
- 71% of manufacturing marketers who have a content marketing strategy intend to operate it as an ongoing process, not just a campaign
- 76% of manufacturing marketers use analytics tools
- 58% of manufacturing marketers use website analysis to learn about their target audiences
- 78% of manufacturing content marketers use some type of inbound marketing
- 44% of manufacturing marketers think that social media will be the most critical tactic for content marketing success in 2017
- 92% of manufacturing marketers use email to distribute content
- 98% of manufacturing marketers use some form of paid content promotion
- 71% of manufacturing content marketers list lead generation as a top organizational goal
- 46% of manufacturing marketers use conversion rates as a metric for content marketing success