My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise.
The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.” The solution therefore must be this new-fangled thing called “industrial content marketing” since traditional tactics like cold calling, e-mail blasts and print ads are no longer producing satisfactory results.
So with that mindset, they want to dive right into creating content. The assumption is that the more content they publish, the easier it will be for their target audience to find them in search engines and once they arrive at their site, visitors will be ready to talk to their sales team. (See How Industrial Companies are Stuck on SEO for Content Marketing Strategy).
I wish it were that easy. Conversion optimization is a completely different challenge from discovery optimization even though they are related.