I have had many conversations with manufacturers and industrial companies where our discussions began with the statement, “We need to redesign our industrial website.” Great news, right? Not exactly and here’s why.
If you want your industrial website to generate qualified leads and drive sales (Of course you do), make sure you and your web developer take the time to ask and answer the key question, “How will the redesigned website align with our sales process?” Many other related questions begin to surface whenever I ask that question.
In the past week, I have read several blog posts about two content marketing controversies that have set the blog world on fire. Mind you, these bold predictions are not put forth by some obscure blogger looking for his/her 15 minutes of fame by publishing something controversial.
First up is “Content Shock” by Mark Schaefer. Mark is a highly respected and accomplished marketing consultant. I read his blog posts often. Here’s the graphic from his post that summarizes his theory.
As I said before, this is not a post written purely for the purpose of shocking his readers. Mark has given this a lot of thought and has provided strong points to support his point of view. Do take the time to read his complete post, “Content Shock: Why content marketing is not a sustainable strategy.” There are over 300 comments that provide even more insights from both sides of the argument. The people commenting read like a “Who’s Who” of the content marketing world.
I found three very well thought out rebuttals to Mark’s position. They are: