Traditional marketing efforts, such as tv/radio ads and cold calling, are increasingly being replaced with a new concept called content marketing. You create and distribute valuable, relevant and compelling content for customers and prospects. More and more manufacturing companies are adopting this marketing approach.
When searching for a solution to their problems, most people start with the Internet. So it is necessary for manufacturing marketers to understand search engines. They key is to be a part of the conversation with customers and prospects and provide valuable information to them. Creating content is not always easy so Joe Pulizzi created the B.E.S.T. framework to help with content creation.
Behavioral- You have a purpose for everything you communicate with your customers. What do you want them to do? Make sure there is an action to be taken.
Essential- Deliver information that your prospects need to succeed. What tips do your customers need?
Strategic- Your content marketing efforts need to be aligned with your overall business strategy.
Targeted- For your content to be truly relevant, you must target your content. Who is your ideal customer? What media channel do they use the most? What do they do for a living? What are their values?
So yes, manufacturing companies can use content marketing. Not only that, they should be using it! The majority of people start their research of a product by searching the Web. Not having a Web presence could kill a new business opportunity. Start using content marketing now by following these tips 5 below!
1. Creating a Strong Online Presence:
With the digital world at our fingertips, a strong online presence is crucial. A well-optimized website, an active social media presence, and regularly updated blogs and articles will not only increase brand awareness but also drive traffic to your sites. For manufacturing companies that require a lot of education and explanation when it comes to products, content marketing can be hugely beneficial. Providing valuable and informative content, such as instructional videos, whitepapers or case studies, will create trust and confidence in your brand.
2. Understanding Your Target Audience:
Content marketing also allows for personalized marketing. By creating targeted content that speaks to specific buyer personas or showcasing unique features of a product that caters to a specific audience, you can ensure that your content will resonate with them. Understanding exactly what your audience is looking for can happen through market research, customer surveys or website data analysis.
3. Building Thought Leadership and Industry Credibility:
Consistently producing authoritative and relevant content can also position your company as a thought leader in your industry. This ensures that brand credibility is enhanced as well as an increase in conversion rates. Moreover, it gives potential customers the assurance of the company's expertise, which can lead to long-standing customer relationships.
4. Cost Effective Marketing Strategy:
Creating valuable and relevant content has proven to be more cost-effective than traditional marketing practices like advertising or cold-calling. Building a strong organic presence might take time and effort, but the ROI is significantly higher than a traditional marketing method.
5. Driving Sales and Revenue Growth:
Ultimately, the end goal of any marketing strategy is to increase sales and fuel growth. Content marketing can create a pre-sales conversation by providing valuable content that increases awareness, brand recognition, and authority. Companies who use content marketing see a higher return on investment than those who do not use this marketing method.
The rise of content marketing has offered manufacturing companies the opportunity to promote their brands through personalized and informative content, thus building stronger customer relationships, increasing brand visibility, and driving revenue growth. In today's world, where information is power, content marketing can help companies establish themselves as industry leaders and gain the trust of their target audience.
By being a part of the conversation and providing relevant information, manufacturing companies can leverage this marketing method to save on costs and boost their bottom-line. So, when asked the question, can manufacturing companies use content marketing too? The answer is a resounding yes!