Industrial Marketing Today

AUGUST 14, 2018

When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content more relevant to time-challenged engineers, deal with the age gap within your target audience, earn their trust and build stronger relationships?

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Content Marketing Content Trust Marketing Marketing 67

Industrial Marketing Today

JULY 15, 2020

In my experience, industrial blogging is an underused content marketing tactic for many of these companies. The two most common objections that I hear are: Writing fresh and relevant content regularly for industrial blogging is too consuming. This is only a content summary. This is only a content summary.

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Tactics Relevance Paid Search Agency Marketing Websites 147

Industrial Marketing Today

JANUARY 25, 2012

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. Online product configurators.

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Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

MAY 7, 2012

In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose. See Content Marketing: Think Like a Publisher, Act Like an Investor ). What am I talking about?

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Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

APRIL 23, 2012

I’ll go out on a limb and state that content marketing for engineers is different. However, to engage with engineers and address their needs (WIIFM), your marketing content needs to have a different flavor of storytelling. Adding a human element into the content makes it even more compelling to your engineering audience.

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Industrial Marketing Today

APRIL 2, 2012

If done right, they can be very effective in content marketing for manufacturers and industrial companies. For top of the funnel content, infographics are very effective because of their focus on educating the reader rather than being product-centric. Do you have something to say that is relevant to your audience? Infographics.

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Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

APRIL 3, 2011

Customers in turn get 24/7 access via a secure online portal to personalized content such as: Detailed and critical cradle-to-grave records of every valve installed at their plant. Ergo, highly personalized and relevant content will build strong long-term customer relationships. Think again!

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Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). However, your industrial marketing content must do a lot more than just SEO. That is the good news.

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SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

DECEMBER 1, 2011

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. Easy, right?

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SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

APRIL 30, 2010

With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. Designing content for 1X use is wasteful. See my post Rule of 5 for B2B content development.

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Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. The answer – create a content series. There are many advantages to this content marketing strategy. Fresh Content = Better SEO. Repurpose your content.

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Industrial Marketing Today

SEPTEMBER 12, 2011

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. Manufacturers are dealing with some big issues when it comes to content for digital marketing.

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Paid Search Agency Marketing Management Content Buying Cycle 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 define low-quality content? Does your content address their WIIFM needs?

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Industrial Marketing Today

OCTOBER 25, 2011

That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU. Content marketing must attract the right people, persuade them to take action and drive your industrial sales.

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Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JULY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. So curated content is not something new. What is content curation?

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Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. What I found was somewhat contrary to conventional content marketing practices. Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

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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.

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Industrial Marketing Today

AUGUST 17, 2010

Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. It is not just optimizing words within your marketing content. Why is it important?

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Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

JULY 7, 2011

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric. or better known as just Grainger, is one industrial distributor that has embraced content marketing in a very big way.

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Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

MAY 5, 2010

The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. You can’t satisfy all of them with one-size-fits all content.

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Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

MAY 18, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Top 10 Clichés to Avoid in B2B Marketing Content by Achinta Mitra on May 18, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies You can find plenty of clichés used (overused?) in B2B marketing content.

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

APRIL 26, 2010

However, to be successful with social media, you have to provide real value and that usually comes from great content. Wikipedia defines content marketing as “an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.”

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Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. What I found contradicts the rules of content marketing as practiced today. Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

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Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

JANUARY 14, 2011

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

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Industrial Marketing Today

MAY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

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Industrial Marketing Today

JULY 29, 2010

Also see a very interesting post from Junta42, “Engage and Inspire Employees First, Customers Second.” ) Because of the longer cycles and the complexities of B2B and industrial sales, marketers find it very difficult to associate leads to specific marketing content. Unfortunately, the answer is a big NO.

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B2B Marketing Top of Funnel BtoB Peer-to-peer 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 26, 2011

IMO, they are and will continue to be very useful provided your content is relevant. The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. What is dynamic content in emails?

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Relevance Marketing Management Marketing Automation Services Lead Ranking 60

Industrial Marketing Today

MARCH 11, 2011

Tweet The challenge for many industrial marketers is making their content relevant to their prospects and customers. 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?

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Industrial Marketing Today

MAY 26, 2010

Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. This 28-page white paper is chock full of useful information for aligning your marketing content with the industrial buy cycle. There are plenty of charts and graphs too.

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Industrial Marketing Today

NOVEMBER 16, 2011

What caught my attention and IMO applies to industrial marketing, are these four changes: Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. The result is more relevant titles that are specific to the page’s content.

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De-duplication Google SEO Blogger 60

Industrial Marketing Today

DECEMBER 22, 2011

That’s the power of inbound marketing with content. How Relevant Marketing Content Helps B2B Branding. Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers. Deconstructing the Four Stages of the Industrial Buy Cycle. 3 Business Blogs with Proven ROI from Industrial Companies.

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Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

SEPTEMBER 26, 2011

Here I am not referring to new subscribers to newsletters and free content. For more on that, refer to my post, “Subscribers to Free Content are NOT Leads.”. This will help you gather lead intelligence that is important for segmenting and improving relevance. Here, I am referring to adding dynamic content to your emails.

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Industrial Marketing Today

AUGUST 26, 2011

Inbound marketing with content has been getting all the attention lately. After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle. Use dynamic content in your email marketing.

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Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

OCTOBER 1, 2011

It is up to marketing to create relevant content, optimize it for search engines, promote it online via social media and other outlets, score prospects, nurture leads until they are “sales ready” before handing them off to sales. That in my opinion is job #1 for inbound marketing.

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Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

MAY 1, 2012

Before you embark on an industrial website redesign and organic SEO project, put a lot of thought into content, landing pages and calls to action. The content on your industrial website must strike the right balance between SEO and persuasion that will lead to conversion. Prove it – are you always the lowest bidder?

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