The Pros of Content Marketing for Manufacturers. For years, marketing for manufacturinghas been a unique challenge in the advertising world.
Marketing directors at manufacturing and industrial companies are tasked with hitting different target audiences more than the average retailer. In most cases, their focus is strongly weighted on B2B leads and relationships that aren’t reached on traditional advertising like broadcast and print.
“Content marketing” is a term that has become more and more prevalent and relevant in the last five years. It’s an online strategy based around producing interesting information that answers your target buyer’s questions. These can be in the form of e-mail newsletters, blog posts, website articles, infographics, etc.
According to The Marketing Content Institute’s Research Director: Lisa Murton Beets,only half of manufacturing marketers always or frequently prioritize their audience’s informational needs over their sales/promotional message. She continues with: There’s a clear way for manufacturing marketers to turn around their perspective: Stop creating content without first understanding and prioritizing the audience’s information needs.
MANUFACTURING MARKETING IS UNIQUE
Manufacturing marketing is a specialized area in the marketing world. Unique products, decision factors, and limited data to formulate marketing strategies makes it a complex process. Industrial manufacturers should consider engaging experienced, capable (and passionate) marketer(s) who are not too proud or jaded to invest the time required to learn an excessive amount of knowledge. This will help their industrial clients achieve their strategic objectives.
MANUFACTURING MARKETING TECHNIQUES
For the manufacturing industry, marketing isn’t just about flashy imagery and cute one-liners. It’s a crucial part of the business that touches prices, products, and sales. So it’s important to understand how to use marketing for your business’ success. Some of the most common outlets of Manufacturing Marketing are: Video Advertising, Search Engine Optimization (SEO), Trade Shows, e-Mail Marketing, and Social Media.
As technology has changed the landscape for marketers across the board, content marketing for manufacturers has emerged as a valuable way to generate leads.These will increase brand awareness and customer retention. Below are FIVE WAYS it can help manufacturers reach their objectives and separate and elevate their brand.
GUIDE ONLINE CHATTER TOWARDS YOUR BRAND
Producing your own content and deciding where and when it’s placed allows you to control the conversation about your brand. You can also monitor in real-time how people respond to the information and image you’re producing. These help mold your brand into a well-greased, successful machine.
CONTENT DOESN’T EXPIRE
Created content in manufacturing trade magazines is only in circulation for a limited time and then disappears. With content marketing, blog articles, whitepapers, e-books, etc. live on and are continuously searchable. This means that they never expire and never stop working for you.
MOST MANUFACTURING COMPANIES ALREADY HAVE CONTENT
One of the biggest fears for companies is often lack of time. Also, how to create content at the pace required by a blog or e-mail newsletter. Manufacturers often already have piles of content at their disposal. Look into old newsletters, company updates, new product launches, and technology upgrades to generate topics that will interest your readers.
GAIN MOMENTUM BY GIVING PEOPLE INFORMATION THEY NEED
Reaching your target audience through methods like e-mail newsletters, videos, white papers, and case studies allows you to generate interest. Maintain your target by consistently providing relevant and diverse information to your audience. This keeps them engaged and leads to converting prospects into customers.
RETAIN THE CUSTOMERS YOU ALREADY HAVE
Current and past customers are a neglected resource more times than not. It’s easy to forget to touch base on occasion and reinforce existing relationships. However, an e-mail newsletter or social media post can remind them that you’re there and keep you front-of-mind next time they’re ready to buy.