82% of manufacturers said they are using content marketing according to findings from the 2015 B2B Manufacturing Content Marketing Trends—North America published by CMI. More than half (59%) also said one of their top challenges is “Producing Content Consistently.” This is not an isolated finding; I’ve read other research studies that have reported similar results.
Writer’s block – the condition of being unable to think of what to write or how to proceed with writing. (Wikipedia). That is exactly what I hear most often from my industrial clients who are struggling with content marketing.
Part of the problem is that in-house subject matter experts (SMEs) are too busy with their regular jobs to create content and the other part is the notion that they have nothing more or new to say because their audience who are primarily engineers already knows everything there is to know about the subject matter.
If you are facing the same challenges, I have two suggestions:
- For the first challenge, read – Industrial Blogging Lessons Learned from Working with Technical SMEs
- For the second part of the problem, read on…