New research from Frost & Sullivan, the Growth Partnership Company, and demand-generation agency Bulldog Solutions confirms that even high-performing marketers struggle to consistently produce compelling content. wrote recently about the value of developing buyer personas , giving the example of how they can help shape content to make it more relevant to prospective buyers. If you produce content for CIOs under the assumption that all CIOs are the same, your white papers, reports, case studies and other content are not going to be relevant to any of them. MORE >>

Does your content bore your audience to death? You may be surprised  if you asked them, or tracked the amount of engagement your content receives or looked at how often your audience shares your content with their friends and followers. Good content educates, entertains or even amazes your audience because it starts with a focus on them, not you. And while Content Marketing may be the latest buzzword in marketing, it has been around “since cave paintings.” This is according to Content Marketing Institute founder and author Joe Pulizzi (@ juntajoe ). MORE >>

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”. IMO, the key to content marketing success is relevance. Online product configurators. MORE >>

Yet, many of these industrial companies are struggling to implement digital marketing because of  lack of relevant content. What I have learned is that these companies need help with content in digital marketing at many levels. You can read some of my earlier posts on inbound and content marketing for manufacturers and industrial companies. Manufacturers are dealing with some big issues when it comes to content for digital marketing. As a result, the content that they do have is of the one-size-fits-all variety. This is not a new problem. MORE >>

Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. It is not possible to automatically trigger content when there are no regular behavioral patterns to measure and score. Why is industrial content reengineering important? MORE >>