Posts

Does Your Website Content Meet the Needs of Industrial Buyers?

When was the last time you actually read the content on your industrial website? Put yourself in your buyer’s shoes and see if the current content will persuade you to take an action that will ultimately lead to an RFQ.

The answer I get most often is either a no or a may be. Your site content must match the industrial buyer’s needs if you want your industrial website to be an effective sales tool for generating qualified leads.

The tendency for most companies is to talk about their product features and available options. Those are great and technical specifications are important to engineers and a technical audience. However, one-size-fits-all content is not very effective because of two reasons. They are:

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Content Creation vs. Content Marketing – There’s a Big Difference

Unless you’ve been living under a rock somewhere for the past couple of years, you’ve surely heard or read about the power and the popularity of content marketing by now.

91% of B2B marketers are using content marketing as shown in this chart from the survey done by CMI and MarketingProfs (2013 B2B Content Marketing Benchmarks – North America).

Percentage of B2B Respondents Using Content Marketing

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