Industrial Marketing Today

JANUARY 28, 2013

I am not referring to the age-old question, “What will we write about?” Creating content that an industrial and technical audience will find relevant is not easy. An industrial marketer [.]. This is only a content summary. Visit my website for more content on industrial marketing.].

Relevance 60

Relevance Content Marketing & Strategy Marketing 60

Industrial Marketing Today

JUNE 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

APRIL 23, 2012

I’ll go out on a limb and state that content marketing for engineers is different. And I agree that at the end of the day, marketing to engineers is still all about communicating with people. Call it P2P (Person-to-Person) marketing if you will. Read my post, “How to Coax Content Out of Engineers” for more on this.

Peer-to-peer 60

Peer-to-peer Work Management Content Marketing Marketing Management 60

Industrial Marketing Today

OCTOBER 1, 2012

I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” I don’t want to overgeneralize the process of developing a good content marketing strategy because it varies from company to company.

Paid Search Agency 60

Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 60

Industrial Marketing Today

MARCH 17, 2011

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focussed too much on you, your products or your company. More power to you if you already have a horde of avid readers who visit your blog every time you post new content.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

NOVEMBER 3, 2011

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. Some companies need help setting up their business blogs but for most, the biggest obstacle is creating content. One way to get over this hurdle is to repurpose some of your existing content into blog posts.

Marketing Websites 60

Marketing Websites Curation Ad Exchange Case Study 60

Industrial Marketing Today

SEPTEMBER 2, 2012

Content BOM is not a typo in my headline. I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). The short answer – no content BOM (Bill Of Materials). What is a content BOM? What went wrong?

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

APRIL 14, 2012

We became a full-service integrated marketing communications firm. By the late nineties, I saw the writing on the wall; print media was becoming increasingly more digital. I launched this blog in 2008 and have written more than 160 posts about industrial and manufacturing marketing.

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 60

Industrial Marketing Today

MAY 26, 2011

In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. These B2B marketers seem to have a bottomless well of content to tap into. In other words, their content is very product-centric. Post them to your branded YouTube channel.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

MARCH 23, 2011

This change is primarily designed to cleanse Google’s search results of low-quality content. Most SEO experts expect article directories or “content farms” to be heavily penalized by Google’s algorithm change. How does Google’s algorithm change affect industrial and B2B marketers? How does Google define low-quality content?

Content 60

Content SEO CAN-SPAM Buzz 60

Industrial Marketing Today

AUGUST 10, 2010

Rather than write detailed explanations for each setting, let me show you a screen shot of my settings from another blog. I keep these checked to avoid any duplicate content issues. Spend 80% of your time writing engaging content and the rest of your time on optimizing your blog. Search engines don’t convert, people do.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

MAY 3, 2010

Make a plan: Even before you start writing content and posting, you need to have a clear set of goals. Write about what matters to your readers: You are passionate about your company and want to write everything about its products and services. Achinta offers his industrial clients marketing for engineers by an engineer.

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

APRIL 20, 2010

Just this week, I received two invaluable reports with charts and graphs to answer many of the questions that B2B marketers have about using social media. The first report is titled “2010 Social Media Marketing Industry Report” and it is from Michael Stelzner , the founder of WhitePaperSource and the author of Writing White Papers.

Social Media 60

Social Media Social Marketing B2B Marketing Web 2.0 60

Industrial Marketing Today

MAY 21, 2010

Create content – It is easy to get bogged down with the design aspects of a company blog. Keep your focus squarely on finding topics that are of interest to your target audience and developing content. After all, blog content is what will influence people to take a desired action. I say you need both.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

MAY 31, 2010

You have full control over this SEO technique since you can add, edit code and content at anytime. Don’t write headlines purely for the search engines; relate it to the overall theme of your blog post. It automatically optimizes your titles, generates META tags and avoids the typical duplicate content found on WordPress blogs.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JUNE 4, 2011

There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation and 3) Inbound marketing. In this post I’ll talk about how the three work together nicely in industrial and manufacturing marketing. An industrial blog will help to establish you/your company’s expertise with free content.

Inbound Marketing 60

Inbound Marketing Lead Generation Top of Funnel Lead Scoring 60

Industrial Marketing Today

JUNE 12, 2010

We want our sales team to have some flexibility in order to close the sale I think Anne Holland summed it up nicely in her blog post by writing… Whatever the reason, you need to keep two human factors in mind: #1. We can only provide prices after a formal RFQ process 5. There is no secrecy.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

AUGUST 20, 2010

Lesson #3: Features are the benefits Your online marketing content may consist of images, videos, PowerPoint presentations, PDFs, white papers and pre-recorded webinars. It is always a good idea to serve up your marketing content in different formats but your text is the key component.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 1, 2011

Email content that appeals to engineers. Most industrial marketers are aware of email marketing’s effectiveness but have trouble creating content for it regularly. There are several advantages to this form of email content. Email marketing metrics. You can download the full study from here.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

JULY 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? And they’d unwittingly mastered Ohio’s required fifth-grade curriculum—from understanding sound waves to per-unit cost calculations to the art of persuasive writing.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

JANUARY 3, 2011

Savvy industrial bloggers can write articles using carefully researched keywords and phrases that match these searches. The content on your business blog is unique and different from your Web site content which increases the number of keywords for which you can achieve high rankings in Google and other search engines.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Solution: You have two primary responsibilities; a) make sure your website is easily found so your company can get on the shortlist early if you hope to be considered in the decision making stage and b) serve up content in different formats and be relevant to various stakeholders. Solution: Curate content and make it easily searchable.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JUNE 17, 2011

Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them.

Paid Search Agency 60

Paid Search Agency Content Marketing Companies Marketing Budget 60

Industrial Marketing Today

APRIL 11, 2011

Are you paying too much attention to content marketing strategies and not enough to the details? Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details. Superficial product information and marketing fluff won’t cut it with this audience.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

NOVEMBER 1, 2010

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies. Feel free to add them here.

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

DECEMBER 17, 2010

I find it very helpful to write down bullet points to go from objectives to actionable items on a client’s site. Content comes before design. Site content, whether creating or collating is probably the single biggest hurdle I have to overcome in website redesign projects. See The Twofold Benefit of Optimizing Marketing Content.

CMS Development 60

CMS Development Marketing Websites Marketing Budget Creation Work Management 60

Industrial Marketing Today

DECEMBER 15, 2011

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. This year, B2B marketers are measuring the effectiveness of content marketing slightly differently from the past year.

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60