Allison Turner

Marketing Manager

September 084 min read

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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.

The TL;DR

  • 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

Content marketing matters – but you need to make sure the content itself resonates with the people reading it. Here are some simple steps to help you do that. Read the full article here.

The TL;DR

  • 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

Digital and content marketing isn’t just for consumer goods – it’s a powerful tool for finding manufacturing leads. Read the full article here.

The TL;DR

  1. 85% of manufacturing marketers are currently using content marketing
  2. Only 1% of manufacturing marketers consider their organization’s content marketing level as sophisticated
  3. 33% of manufacturing marketers say their organizations have clarity on content marketing success
  4. 82% of manufacturing marketers attribute more content creation for an increase in success over last year.
  5. 67% of manufacturing marketers say that not dedicating enough time to content marketing has caused success to stagnate
  6. 31% of manufacturers have a documented content marketing strategy
  7. 71% of manufacturing marketers who have a content marketing strategy intend to operate it as an ongoing process, not just a campaign
  8. 76% of manufacturing marketers use analytics tools
  9. 58% of manufacturing marketers use website analysis to learn about their target audiences
  10. 78% of manufacturing content marketers use some type of inbound marketing
  11. 44% of manufacturing marketers think that social media will be the most critical tactic for content marketing success in 2017
  12. 92% of manufacturing marketers use email to distribute content
  13. 98% of manufacturing marketers use some form of paid content promotion
  14. 71% of manufacturing content marketers list lead generation as a top organizational goal
  15. 46% of manufacturing marketers use conversion rates as a metric for content marketing success
Manufacturing Content Marketing