Posts

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

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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.

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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It is not uncommon to find industrial websites that have not been updated for a long time or with outdated content.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:

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Don’t Let Lack of Content Stop You from Blogging

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focused too much on you, your products or your company. I agree.

More power to you if you already have a horde of avid readers who visit your blog every time you post new content. For others, the bulk of your blog traffic, in some cases as much as 80%, will come from first-time visitors. These people find your blog while searching for answers to their current problem or visit via social media.

It is not just your latest post that draws traffic. Your blog posts will remain online in perpetuity. A post that is a few months old to you may be news to someone else, as long as it is not time sensitive.

As an industrial marketer, you recognize the importance of constantly publishing fresh and relevant content to attract qualified visitors and convert them into leads.

However, at the end of the day, every manufacturer or distributor of industrial products wants to sell more widgets and not just publish more content. (See my earlier post, “Content Marketing: Think Like a Publisher, Act Like an Investor.”)

Many manufacturers and industrial companies tend to back away from launching their business blog because of this content dilemma.

Is there a way for industrial marketers to solve this “Catch-22” problem for blogging? There is!

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Content and Social Marketing: Connecting and Engaging with 10K+ Engineers

Most marketers agree that content marketing and social media have become mainstream B2B marketing strategies. Nine out of ten B2B marketers are now using content marketing to grow their businesses, according to the recent study released by MarketingProfs and Junta42|Content Marketing Institute.

The reason for not using content marketing that I hear most often from my industrial clients is “we don’t have and/or can’t produce enough content that our customers (engineering, technical and manufacturing professionals) will find valuable.”

This is a problem across the board for B2B marketers as reported by the same study – the largest challenge is “producing the kind of content that engages prospects and customers” (36% of respondents). One-fifth say that “producing enough content” (21%) and “budget to produce content” (19%) are their greatest challenge in content marketing.

It is very refreshing then to find an engineering company like Texas Instruments (TI) successfully use content and social marketing to reach and engage with over 10,000 design engineers and customers. Headquartered in Dallas, Texas, TI is a global company that develops analog, digital signal processing, RF and DLP® semiconductor technologies used in consumer and industrial electronics products.

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