3 FAQs About Manufacturing Content Marketing

3 FAQs About Manufacturing Content Marketing

I understand you may have more than three Frequently Asked Questions (FAQs) about manufacturing content marketing. This post will focus on the three questions that my manufacturing clients ask me most often. To validate my own experiences, I’ll refer to research findings from the report Manufacturing Content Marketing Insights for 2021 published by the Content…

Industrial Customer Journey and the Digital Experience

Industrial Customer Journey and the Digital Experience

Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them and is not taken seriously. Why do I say that? Let me give you two examples. Example #1: Conversation with…

Industrial Marketing—You Want Coaching With That?

Industrial Marketing—You Want Coaching With That?

Industrial marketing coaching is something I’m asked about often, especially in the past 6 to 8 months. The headline of this post is my tongue in cheek attempt at the famous McDonald’s® age-old question, “You Want Fries With That?” It was a simple marketing strategy that worked brilliantly for upselling and continues to make millions…

Unique Challenges in Manufacturing Content Marketing

Unique Challenges in Manufacturing Content Marketing

Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?” still exists, new research findings show a myriad of other challenges. Some of these may…

Why Industrial Marketing Plans and Strategy Must Go Together

Why Industrial Marketing Plans and Strategy Must Go Together

I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: “Of course I can.” However, I find there is a disconnect in many of these conversations with manufacturers and engineering companies. Their assumption is that I should be able to…