Posts

Industrial Content Marketing — Different Strokes for Different Folks

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

Read more

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:

Read more

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

Read more