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What Does a Content Marketing Strategy Mean for Industrial Companies?

Industrial Marketing Today

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.” That’s very good advice but what does it really mean if you are on the other side of the table and are responsible for marketing your industrial company? I don’t want to overgeneralize the process of developing a good content marketing strategy because it varies from company to company. Who: Clearly defining the “Who” of your marketing content is a critical first step. The H stands for How.

Content Marketing for Engineers

Industrial Marketing Today

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. It is not just about facts and figures, engineers want content marketing to talk about challenges and issues that they face in their work life on a daily basis. Adding a human element into the content makes it even more compelling to your engineering audience. The scope of your content marketing will have to scale proportionally to your budget.

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Creating Relevant Content for Industrial Marketing is a Challenge

Industrial Marketing Today

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. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Sales Strategies Engineering Inbound Marketing Industrial distributors Industrial Marketing Manuafcturing ManufacturersAn industrial marketer [.]. Please click on the headline to read the full article.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

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. In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies. That’s not the only good news for blogs.

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

Industrial Blogs and Their Benefits-Challenge Duality

Industrial Marketing Today

However, they are struggling with the challenge of creating engaging content for their industrial blogs. It is difficult for these companies to shift their mindset to think like “publishers” when their entire library of content is strictly product-focused. The problem of creating content and blogging is not limited to industrial companies. How often do you post new content?

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“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. Creating digital content is neither easy nor quick.

Why a Content BOM is Crucial to a Successful Industrial Web Design

Industrial Marketing Today

Content BOM is not a typo in my headline. Read on…. 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). Somehow, they assume the web designer will take care of content creation and the cost is included in their proposal for designing the site. It is not surprising then that many of these industrial web redesigns are nothing more than a cosmetic facelift with copy-pasted content from their old site and/or outdated marketing collateral. What is a content BOM?

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

By the late nineties, I saw the writing on the wall; print media was becoming increasingly more digital. This content marketing strategy has helped us achieve several top 10 rankings in Google for competitive keywords and phrases. Inbound marketing with content doesn’t get any better than this! April 2012 marks a milestone for my industrial marketing company Tiecas, Inc.

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

The Real Value of Content Marketing for Industrial Companies

Industrial Marketing Today

Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales. As I’ve written before, just publishing content won’t move the needle. See Content Marketing: Think Like a Publisher, Act Like an Investor). I am also convinced that these executives really want sales opportunities and not more of marketing qualified leads (MQLs). Given this situation, how do you sell the value of content marketing to industrial companies? They are the specifiers of your product.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

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. If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. Over time convert him/her/them into believers and supporters of content marketing.

Create a Content Series for Industrial Marketing

Industrial Marketing Today

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 question – what do we write about? The answer – create a content series. There are many advantages to this content marketing strategy. The most important ones are: Bite sized content is easier to consume online and on mobile devices. Fresh Content = Better SEO. Repurpose your content. Look through your existing library and you are likely to discover some timeless content gems.

Don’t Let Lack of Content Stop You from Blogging

Industrial Marketing Today

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. See my earlier post, “Content Marketing: Think Like a Publisher, Act Like an Investor.” ).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

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.” I’m not disputing that nor am I making a new revelation.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

Tactics: 73 blogs that target niches of long-tail phrases; content generated by in-house experts and not written by outside vendors; detailed bio and contact information on each blogger; a big ass button for “ Learn More – Email author ;” good use of videos from YouTube embedded within the posts and the use of every imaginable social media option. Exhibit #2: Indium Corporation Blogs.

Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

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. E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. Email marketing metrics.

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Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

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. Here are some suggestions for repurposing existing content and quickly turning them into blog posts that are more reader-centric: Convert your Frequently Asked Questions (FAQs) into individual “how-to” blog posts. Another option is content curation.

Study: How Much of Your Content Marketing Is Effective?

Copyright © 2015 Contently. contently.com By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%

Google’s Latest Algorithm Update Raises the Bar for Content Quality

Industrial Marketing Today

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? In other words, Google will put a premium on content that its algorithm deems worthwhile for searchers (humans) and will punish those that are churning out content for the sake of manipulating the ranking. Put yourself in the reader’s shoes and evaluate your content from their perspective.

How Manufacturers can Resurrect Product Content from the Dead Zone

Industrial Marketing Today

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. I’m sure that’s not by accident but the result of forward thinking and a lot of hard work on the part of content marketers in those industries. Manufacturers of industrial products struggle when it comes to generating a steady flow of fresh marketing content. In other words, their content is very product-centric. How about you?

Details Matter in Creating Content for Engineers

Industrial Marketing Today

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. Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. Superficial product information and marketing fluff won’t cut it with this audience. I can just hear content purists groaning because product specifications and features lack emotional hooks.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

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. Have you struggled to answer that question? It becomes even more complicated if you sell through channel partners and there are different pricing structures in place.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

You could write a blog post titled “Injection molding using engineered resins for automotive products.” It would attract very specific readers, albeit a small number, who very closely match the profile of your ideal prospect/customer. An industrial blog will help to establish you/your company’s expertise with free content. Source: HubSpot). Why is it so important?

How to Coax Content Out of Engineers

Industrial Marketing Today

Keeping a steady flow of content coming out of engineers and in-house technical experts is a challenge. You know your work is cut out for you if you are a Content or a Marcom Manager at an engineering or manufacturing company. Engineers are known to be passive participants when it comes to generating marketing and social media content of any kind. What can do you do if you are tasked with maintaining an active industrial blog that needs fresh content regularly? You have to write copy in a language that this audience can relate to without distorting the facts.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

What surprises me is that engineers with 20 years experience in corporate environment still think marketing is advertising or putting content on the company website. Dr. Norr writes, “I want my prospect to benefit from what I have to offer. In fact, when given the opportunity to write in a response, only 3 of the over 300 marketing executives, and 1 of the 300 IT executives gave credit to the CEO. In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. Get over it.&#

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. That is why the headline “The Creativity Crisis” in a recent article from Newsweek caught my attention.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

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. should know — I am an engineer too. Don’t! Engineers are creatures of habit. All Rights Reserved.

Optimizing Your WordPress Business Blog

Industrial Marketing Today

Rather than write detailed explanations for each setting, let me show you a screen shot of my settings from another blog. keep these checked to avoid any duplicate content issues. Now that you have a better idea of optimizing your WordPress blog to attract traffic, don’t forget, it is your content that will create fans and convert them into customers. All Rights Reserved.

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?Tis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites

Industrial Marketing Today

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. Force-fitting content into a new site design has never worked for me. content map is extremely useful in ensuring that the Website redesign doesn’t come to a screeching halt waiting on content. See How Lack of Marketing Content Can Derail Your Website Redesign Project.

Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress.

Industrial Marketing Today

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. What is On Site SEO? Here less is better.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

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. Globalization has made the buyer’s world flat.