Industrial Marketing Blog

Manufacturing Marketing: What Formats Work Best in Marketing Content

Posted by Brian Shanahan on Feb 27, 2018 6:52:25 PM

The premise of content marketing is educational—not promotional—which makes it the perfect initiative for manufacturing marketers. And while content marketing is now widely accepted in B2B and B2C markets, manufacturing and industrial companies have been a little less inclined to belly flop into the pool. Truth be told, modern approaches to manufacturing marketing can drive meaningful results for your brand and sales pipeline.

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Topics: Content Marketing

Finding Great Content Ideas to Engage Customers and Build Credibility

Posted by Brian Shanahan on Feb 12, 2018 9:19:37 AM

New digital content and blog posts have become the marketing lifeblood of most businesses today, but for manufacturers and industrial companies they are especially vital. Specifiers and buyers tend to do more research before purchases, and the sales cycle can run into months before decisions are made. That's a lot of time to keep prospects engaged and keep you in their consideration set.

Enter blog articles. For most B2B companies this is simply a section of your website used to regularly publish helpful articles that are relevant to your customers and prospects. The goal is to build trust and rapport by sharing your industry expertise on educational topics that keep technical buyers coming back for more. Furthermore, search engines love new content and blogging has proven to be a very effective search engine optimization (SEO) tool.

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Topics: Content Marketing

A Quick Look at Video Marketing for 2018

Posted by Brian Shanahan on Jan 26, 2018 7:19:00 AM

According to sales and marketing platform, Hubspot, in 2017, manufacturing and high tech industries published the most new videos [video stats] in support of their marketing initiatives, with most companies producing 18 videos each month. Video is a great fit for these industries where product demos, testimonials, explainers and how-to content are natural extensions of the marketing and sales process.

So, what is the outlook for video marketing in 2018? We have a few thoughts and share them here.

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Is Your Content Marketing Working? Here’s How to Find Out.

Posted by Brian Shanahan on Jan 25, 2018 3:43:21 PM

Content marketing requires a well-documented strategy and time to work. That said, how are you measuring your success? What’s working and what’s not? Where do you need to make adjustments? What should you drop or add?

For those unfamiliar with the term, Content Marketing is a strategy that leading industrial and manufacturing companies leverage at a growing rate. It centers on creating and distributing valuable, relevant, and consistent content (e.g. guides, video, tips sheets, case studies, etc.) to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer engagement and action with your company.

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Topics: Content Marketing

2018 AED Summit: Modernizing Your Marketing Strategy

Posted by Brian Shanahan on Jan 12, 2018 4:12:08 PM

If you're attending the 2018 AED Summit and CONDEX in Las Vegas January 16-18, 2018, I will be speaking during the following session:

Modernizing Your Marketing Strategy - 5 Steps to Get Started in 2018 

Heavy equipment dealers and distributors relying primarily on old-school marketing tactics risk missing opportunities and losing market share to more tech-savvy, aggressive competitors. Adopting a well-balanced digital marketing and sales strategy is an important part of your overall modernization and future success.

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Topics: Marketing Strategy, industrial marketing

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