To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Industrial blogging questionsManufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a no.

Yes, you should start an industrial blog if you haven’t already done so. No, you shouldn’t blog if you don’t have a well-thought-out blogging strategy in place already.

Even though blog strategy comes before content creation, only 19% of manufacturing marketers outsource this function. That was one of the findings from the 2014 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs.

Read more

Winning the Engineer’s Mindshare with Industrial Blogging

Winning engineer's mindshare with industrial bloggingEngineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought leadership.

However, engineers and technical buyers don’t easily change processes that are working well unless you can convince them they may have a problem that they are not aware of and/or you have a better, more efficient way of doing something that they have been doing for many years.

There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution.

Read more

Purpose Driven Industrial Blogging

Industrial bloggingWhen I talk to manufacturers and industrial companies about blogging, which is practically every day, I can’t help but notice that these people do understand that blogging is a key component of good industrial content marketing.

What I find lacking most often is a clear understanding of purpose driven benefits from blogging. This gap prevents them from fully harnessing the power of blogs to boost industrial lead generation and drive sales.

Let’s take a closer look at some of the benefits of industrial blogging.

Search Engine Optimization (SEO): Marketers at industrial companies understand the importance of organic SEO. They realize that their sites and blogs need to be at the top of search engine rankings in order for their target audience to find them. The problem is their entire focus is on search engines, trying to find the latest “trick” to beating Google and other search engines.

Read more

Blogging Still Lagging in Industrial Marketing

Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point.

The first chart is from the survey – Content Marketing Institute and MarketingProfs’ fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America.

B2B Content Marketing Tactics Usage

Read more

Priming Industrial Websites for Content Marketing

Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of inbound marketing with content rather than just a cosmetic facelift to the site.

Manufacturers and industrial companies are more willing to accept the fact that their customers and prospects are interacting with them differently and this change in buyer behavior is permanent. They’ve seen how expensive traditional outbound marketing tactics are and how difficult it is to track results from those efforts.

Don’t get me wrong, I’m not suggesting that one should abandon outbound marketing. However, the balance has definitely shifted more towards online digital marketing for industrial companies.

Read more

Industrial Blogging Lessons Learned from Working with Technical SMEs

IndustrMy clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience.

  • Editorial calendar: This may sound like content marketing 101 but let me tell you why it is so important for industrial blogs. At a recent discovery meeting, I received little to no response when I asked a group of engineers about their customers’ challenges that we could blog about. I was expected to do the industry research and come back with a list of topics. Read more

Guest Blogging: An Important Strategy of Industrial Marketing

I’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t get much attention is guest blogging. There are unique benefits of guest blog posts that deliver powerful marketing ROI.

In the past, many SEO experts pushed publishing guest articles and blog posts for the sole purpose of generating inbound links with keyword-rich anchor texts. This SEO or content marketing strategy relied heavily on quantity over quality of links. Google’s war on content farms has pretty much rendered this tactic useless. Don’t get me wrong, quality inbound links still matter in SEO.

IMO, there are three bigger benefits of guest blogging. They are:

Read more

Content Marketing Challenges for Industrial Distributors

Industrial distributors face a unique set of challenges when it comes to content marketing. These companies have traditionally depended on the depth and breadth of their line cards to highlight their strengths and sell industrial products.

In the past, their marketing content came straight from the manufacturers they represented. You will find the exact same product content on sites of various distributors serving a particular industry. They’ve never had to create and publish their own content before.

The problem is republishing the same manufacturer’s content won’t help your SEO or add any value for your customers and neither will it help to differentiate one industrial distributor from another.

Read more

Add a Blog to Jump Start Industrial Websites

It is not uncommon to find industrial websites that have not been updated for a long time or with outdated content. Providing a cosmetic facelift is not going to improve the site’s performance either. What can you do if a complete website redesign is not feasible?

Adding a blog to your current site is a quick and easy way to breathe new life into an old or underperforming industrial website. Now, every time I mention the word blog to manufacturers and industrial companies, they put on their mental brakes. This is because they think they won’t have anything to write about, at least not as far as publishing new blog posts on a weekly or even a monthly basis.

Here are two practical tips to help you overcome this hurdle of content creation for industrial marketing:

Read more

Why Industrial News Releases Make Good Blog Posts

Press or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products.

In the past, manufacturers used them primarily in traditional print media like an industry-specific tabloid. People sent back a completed reader service or bingo card and leads were generated that way. Of course, those days are long gone. Today, you are more likely to see a URL like http://ogpe.hotims.com or http://powereng.hotims.com printed at the end of the news release.

Since industrial companies struggle with content, I think one way to overcome the problem is to take a traditional marketing tactic like a news release and turn it into a blog post for use in digital marketing.

What I’m suggesting here is not to copy word-for-word from your old product releases but to expand on them and create new blog posts. Instead of listing product features and specifications, your blog posts can add a lot more information, which will be more educational rather than a blatant sales pitch.

Read more