Generating quality content, actively promoting it and keeping those creative juices flowing can be a challenge at the best of times.
The great news though is that your blogging strategy needn't feel like a chore if you keep a few simple and practical content creation ideas in mind.
Here are 12 strategies to help you produce relevant and engaging blog content that will delight your manufacturing prospects and keep them coming back for more
At the heart of a successful strategy for blogging for manufacturing is the ability to be able to write about often highly technical subjects in a way that communicates your expertise, but that remains fresh, accessible and enjoyable to read.
A key element of this process is to agree on a clear and consistent ‘tone of voice’ for your company or brand.
But what exactly is your tone of voice?
And how can it help you to engage with your audience, increase rapport and better tell your story?
A successful manufacturing marketing strategy relies on creating and publishing relevant content that appeals to your “buyer persona” through the different stages of their buyer’s journey.
So what exactly is content marketing? And how can you use it to build your brand, nurture relationships with your prospects and convert those leads into customers?
While manufacturers are often pioneers when it comes to production, supply chain management, and new product development, many are laggards when it comes to marketing.
With the rise of the internet, global competition and technological advancements changing the way in which customers purchase goods and services, denial is no longer an option and those companies not willing to ditch the old school marketing methods risk getting left behind.
Manufacturing companies that have embraced inbound marketing are reaping the rewards. Here are some reasons why inbound and manufacturing are a good fit.
OK, so you’ve spent precious hours creating a rich resource of remarkable content for your manufacturing prospects.
You've shaped it to address the specific needs of your buyer personas and you've tailored it to suit the individual stages of their buyer’s journey.
But are you missing a crucial piece of the puzzle? These days it’s simply not enough to assume that, in amassing this wealth of fresh and high quality content, it will automatically find its way to your target audience.
In order to ensure that your content is seen by the right people, and as many of the right people as possible. you’ve also got to have a dedicated and consistent strategy for promoting it.
Cornerstone content is high-value, next-step content that is core to your business goals, that establishes your authority within your industry, and that acts as a foundation for your brand.
Case studies are just one way to create compelling cornerstone content for your manufacturing company that can help you to earn trust, to generate new leads and to communicate to your prospects the value and usefulness of your product or service.
Social media can play a vital role in marketing for manufacturing, demonstrating your authority within your industry and connecting you with prospects who are looking to buy.
But how can you be sure that you're devoting your company's valuable time and resources to the social media platforms that are going to be the most beneficial for your business?
In this blog post, we debunk five myths that may be standing between you and your B2B social media success.
1) We need to have a presence on ALL social media platforms
Time is precious so don’t waste it focusing your efforts on social media platforms that aren’t connecting with your prospects and bringing you tangible returns. Far better is to find which channels your prospects are active on and focus your efforts on them.
Think about your buyer personas. What are their challenges or pain points? Where do they tend to search for information? And what sources of information are they likely to find most useful? Considering these key questions will help you to position yourself where you can achieve the most engaging presence.
Over the past two or three years, many manufacturing businesses made a commitment to a content marketing strategy. Whilst, there is still a small proportion of manufacturing businesses that don’t do any form of content marketing, most recognise that the most effective form of manufacturing marketing, for lead generation and conversion, is content marketing.
Manufacturers have the upper hand when it comes to video content marketing. On the shop floor there’s an abundance of innovative techniques and specialist material to film, and passionate employees who can come to life sharing their specialist knowledge in front of the camera.
Viewers remain curious about technical advances in the industry - just look at the enduring success of the documentary television series ‘How it’s made’.
Additionally, consumers have an unshakable interest in product quality and will perform search queries reflective of this. This will serve you well if you make video that aids their research; 90 per cent of user say that seeing a video about a product contributes to their purchase decision.
Video marketing is a creative way to showcase your high standards. This blog explores some of the most rewarding video content formats for manufacturing marketing teams to experiment with.
Dedicated, targeted and consistent blogging can help immeasurably in building your company's authority and establishing you as a thought leader in your industry. But what’s the secret to coming up with consistently great ideas that will engage and delight your manufacturing prospects?
If your blogging for manufacturing is in a content creation rut, here’s a guide to 24 pain-free ways to generate a host of new blog post topics that will rejuvenate and enliven your efforts.
What’s the purpose of your blog? Why are you doing what you’re doing? Are you looking to drive conversions, increase subscribers, boost revenue, build authority, raise awareness or convey information? Or maybe it’s all of the above? Having a clearly defined goal will ensure your content creation efforts stay relevant and targeted.
A common problem in content marketing is constantly coming up with new ideas to write about. And any content marketer knows how crushing it is when a post you have poured over, put your heart and soul into, doesn’t generate you any results.
Conversely, you will know the delight at when a post you wrote 1-2 years ago, maybe even 5 years ago is still generating traffic and leads. This evergreen content is the holy grail of content marketing; “It’s that article that consistently ranks well in search and drives 65 percent of your site traffic, even though it was written in 2011”.