Any industrial content marketing strategy that is based on “one size fits all” content is likely to fail. That statement may seem like an overgeneralization but I have seen it happen one too many times to ignore.
Sure, there are many common types of content assets used by manufacturers and industrial companies but how they are used, who uses them and at what stage of their buying journey make all the difference. And that’s the main thrust of this post.
Before I dive into the subject matter, did you notice the two popular musical references I’ve made? First, “Different strokes for different folks” is a line from the 1968 hit song “Everyday People” by Sly and the Family Stone. It later inspired the title of the popular TV sitcom, “Diff’rent Strokes.” The second musical reference is “One Size Fits All” from the 1975 rock album by Frank Zappa and The Mothers of Invention. These two phrases became so popular that they are commonly used today in marketing, business and life in general, sometimes in a different context than the original meaning.
Commonly used industrial content marketing assets