Manufacturers: It’s Time To Start Putting Content Marketing Into Production

by | May 10, 2017 | Content Marketing

Recent research from the Content Marketing Institute shows an increase in successful content marketing within the manufacturing industry. Joe Pulizzi, founder of the Content Marketing Institute, notes “Fifty-nine percent of manufacturing marketers say their organization has become much more or somewhat more successful at content marketing compared with one year ago.” The findings show 31% of manufacturing marketers have a content marketing strategy in place. That number is up from 18% the previous year.

Does your organization have a content marketing strategy?
Source: http://contentmarketinginstitute.com/wp-content/uploads/2016/11/2017_Manufacturing_Research_FINAL.pdf

There’s no doubt that many buyers’ decision processes are changing have changed and with it, so must the approach to marketing strategies. That being said, it’s important to take a look at where marketing dollars are being allocated and how that stacks up against actual ROI. The largest portions of paid content distribution are social promotions at 85% and offline promotions at 82% (i.e. print advertising). When comparing what is most effective we find search engine marketing and social promotion coming out on top with 63% noting search engine marketing to be most effective as opposed to 29% of offline publications. There’s no wonder why companies are putting more emphasis on content marketing and website traffic.

How effective are the paid methods of content promotion that your organization uses?
Source: http://contentmarketinginstitute.com/wp-content/uploads/2016/11/2017_Manufacturing_Research_FINAL.pdf

Don’t get lost in the process

Here’s the thing… the transition from traditional marketing to digital marketing isn’t always a simple process. Each has a different mindset. With traditional marketing we see content geared toward sales distribution platforms. The salesman is given said content and goes out in search of the perfect buyer. This would be why email marketing, print advertising, social media ads, and in-person content marketing are so heavily relied upon. However, the current online state of purchasing has changed, and the plan you need to engage with buyers has changed as well. With 78% of organizations using website traffic to determine its content marketing effectiveness, only 18% are finding it much more successful than the previous year.

The reality: traditional marketing is not translating well to current buyers’ preferences, and it’s only going to get more difficult. (Click to Tweet!)

The Wall Street Journal recently announced that Google will be placing an ad-blocking feature into their chrome browser to ensure a better user experience. GOOGLE! The company that generated over $60 billion dollars in 2016 from advertising revenue. On top of that, Business Insider’s recent findings show that “there were 615 million devices blocking ads worldwide by the end of 2016”. That number is up 30% from previous years. Paying for online advertising and interrupting a potential buyer’s experience is only going to create a decrease in future ROI.

Keep production lines running

So what are a few things manufacturers can do to stay ahead of the curve?

  1. Communicate. Often.
    One of the most important attributes a manufacturing organization and marketing team can have is a clear and concise communication plan. The biggest gap in the researcher’s numbers seems to be between the organization itself and the marketing individuals. Having a clear line of communication will help keep everyone in the loop and inform what action steps need to take place for greater return. What this looks like will vary, but establishing and maintaining clear communication will help ensure that both the organization and marketers are on the same page.
  2. Create SMART plans.
    A SMART plan will help everyone to start moving in the right direction and working towards the same goals. What is a SMART plan? SMART is an acronym for Specific, Measurable, Achievable, Realistic, and Timed. Having a well laid out plan will help measure current marketing tactics, evaluate their effectiveness, and guide the direction of any changes that need to be implemented.
  3. Keep your buyer’s needs at the heart of your content creation. (Click to Tweet!)
    Create content that is helpful, educational, and with their experience in mind. If Google’s willing to create an ad blocker because it holds its user’s experience so high, manufacturers also need to step back and see what problems their organization can proactively solve during their buyer’s journey.

In 1962 Harvard marketing professor Theodore Levitt stated “People don’t want quarter-inch drills. They want quarter-inch holes!”. That statement is as true now as it was then. As manufacturers continue to adopt new marketing strategies in an increasingly digital world, marketers will need to continually analyze and adjust those strategies to identify their buyers problems and provide them with solutions.

And if you’re not sure where to start with your content marketing plan, we can help!

By Scott Rehnberg, Relationship Marketing Manager

Scott Rehnberg is Lupeer’s Relationship Marketing Manager and go-to guy for outreach. Scott has had years of relationship building and customer service experience with his work in various fields and industries. Scott brings fresh ideas and a keen eye when it comes to gathering the right resources, leads, and links for our clients. His driven attitude and passion for the marketing industry has already been changing and improving the way that we work, and he continues to successfully grow both our company and our client’s companies.