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content marketing

For manufacturers focused on their daily business-to-business operations serving different industries, online content marketing can be a bit of a puzzle. Social media and blogs help people sell a lot of things, but can manufacturers boost their business leads and sales with content marketing? The answer is yes.

A 2015 study conducted by the Content Marketing Institute provides manufacturing marketers with some insight into how to do it. Here are a few of the highlights:

1. Sales Shouldn’t be the Primary Focus of a Business’ Content Marketing Efforts

Even though content marketing is an inexpensive way to increase sales, sales should not be the primary focus when trying to measure the success of a content marketing campaign. Content marketing can increase website views and bring in new customers over time, but it can be hard to tell if these efforts are making a difference.

The main goal for manufacturing marketers should be to increase brand awareness, since if people don’t know about the business, they won’t make sales! This means that website views come before sales in terms of measuring the success of a manufacturer’s content marketing strategy. The best method for getting more views is creating relevant, interesting content and using images and descriptions that will draw people to the business website. Pages with quality content will give them a reason to come back.

2. The Top 3 Most Effective Online Marketing Tactics: Videos, Webinars/Webcasts, and Case Studies

Videos, webinars/webcasts, and case studies make the top 3 most effective online marketing tactics for manufacturers. That’s because each of these methods can give potential customers a lot of useful information.

Videos can be a quick way to give viewers a lot of insight about a business. Videos are also easy to open and watch on the go. Webinars and webcasts are more personal and interactive, so those can attract a lot of attention and lead to loyal customers. Case studies are another good way to show viewers that a business is professional and can give them the results that they need.

3. The Top 3 Most Effective Social Media Platforms: YouTube, LinkedIn, and Twitter

Unlike content marketing in some other industries, manufacturers can keep their online image a little more professional and less ‘fun’. Instead of going for more colorful social platforms like Facebook or Instagram, manufacturers tend to do best on YouTube, LinkedIn, and Twitter.

These three platforms are used by many businesses to create a presence online and give customers (and potential customers) a way to interact with them online. Keep in mind that just putting a profile up on these platforms isn’t enough. Posting about your business and sharing informative, interesting content is the key to gaining ‘followers’ online. Business profiles with regular activity look a lot more trustworthy than pages that are completely bare.


The lesson here? Content marketing takes some work and persistence, but it does pay off in the end. Manufacturing marketers can lessen their load a little and get better results just by focusing their efforts.

Content marketing is not about constantly focusing on making more, fast. Patiently putting together the right video, post, or tweet, can be a much more effective way for businesses to spend their time. Manufacturing marketers can improve their efforts by spending less time concentrating on sales and more time learning about analytics. When it comes to content marketing, businesses should pay attention to content that brings in more views, stop doing things that don’t work, and not be afraid to try new things.

  Posted: Friday, December 9th, 3:26am 3 years ago

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