Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face. They are:
- Lack of awareness about them among engineers and industrial buyers
- Inability to differentiate themselves from the competition
Given the fact that today’s industrial buyers prefer to do their own research and rely more on a variety of digital tools, it is critical for these industrial companies to address these two problems because they have a negative impact on their sales. The second problem is more acute among distributors because more often than not, their website content is mainly copy and pasted text from their principal manufacturer’s site.
Industrial content marketing usage and effectiveness
Needless to say, these industrial companies are eager for marketing solutions. They are aware of industrial content marketing and want to implement it, but I’m not sure they understand its full impact and are struggling to use it effectively to meet their goals. I say that based on my daily conversations with manufacturers and distributors from various industries.
That is not just my opinion, take a look at these two charts from 2016 B2B Manufacturing Content Marketing Trends Report from the Content Marketing Institute.