This presentation talks about the b2b content marketing for manufacturers. The strategy, process and effective channels that a manufacturing company can implement to get most out of b2b content marketing.

1. Content Marketing For
Manufacturing Industry

2. Today, smart digital
marketers understand
that traditional
marketing is becoming
less and less effective
by the minute, and that
there has to be a better
way.

4. So, What Exactly is
Content Marketing?

5. Content marketing is a
marketing technique of
creating and distributing
valuable, relevant and
consistent content to
attract and acquire a
clearly defined audience
with the objective of
driving profitable
customer action.

6. Manufacturers Resist Change
The Manufacturing industry
has gripped on tightly to
many old fashioned
marketing methods.

7. There is instant fulfilment
in those outbound
methods when compared
to content marketing,
which needs long term
commitment.

8. Traditional Marketing

10. For many years
marketing for
manufacturers has
been all about
personal networking,
travelling, In-person
events, and
showcasing at industry
trade shows

11. Result
Huge Budgets, It’s
Time Consuming
and No Guarantee
of Sales / Leads

12. The Changing Times

13. Like any other consumer,
when technical and
engineering professionals
have a problem they look for
online assistance. Leading
manufacturing suppliers
today are seen familiarizing
their marketing mix,
consequently, shifting
budgets, and resources to the
digital methods to connect to
their audience.

14. Potential customers lookup the
internet Via Mobile devices for
information related to any
product queries and if you are
not there to provide them with
the information they need, they
simply move on to your
competitors that do.

15. If you wait until the
buying decision being
more than halfway done,
you are ensuring that you
will lose the business to a
vendor who has gotten in
early and provided the
content that was
researched.

16. The Bigger Picture
(Content Marketing)

17. Content marketing should
not be taken as a
campaign. In content
marketing, the
conventional dynamics of
marketing has now
fundamentally shifted.

18. Instead of buying or renting
media (ad placement),
companies now own their
own media. They are not
renting an audience but
instead making efforts in
earning one that will stick
around in the long run.

19. Content marketing will pull
in the interested parties,
engage them, and then
grow these audiences into
capable leads
This kind of inbound
marketing takes time and
resources and it is worth it.

20. Content marketing channels used
by Manufacturers.

21. Source: A commissioned study done by Content Marketing Institute

22. YouTube has become
surprisingly the most
popular social media
platform with 81% of the
manufacturing marketers
distributing content on it.
Other social sites like
Facebook, LinkedIn, and
Twitter etc. are also used
by 75% of the marketers.

23. Benefits of Social Media to
Manufacturers

24. Search Engine Optimization
(SEO)
New blog posts help your
SEO efforts in a holistic
way. Generating new
content on regular bases is
vital to search engine
rankings as Google places
value on recently posted
content.

25. Lead Generation
Keeping your company
website engaging, and
providing downloadable,
relevant information assists
the sales teams pursue
capable prospects.

26. Thought
Leadership/Initiation
Your website pages are most
likely focused on discussing
about the company, its
products, and its services.
However, the blogs are
valuable for representative
your expertise.

27. Manufacturers Effectively Using
Content Marketing

28. Emerson Process Experts
Emerson Process Experts write blogs on topics
that appeal to engineers who design and run
process control systems.
Results:
2,000 daily visitors; 15-20 email messages/day;
top rankings for Emerson on Google for terms
such as “process controls,” “process
management” and “compressor surge control.”

29. Indium Corporation Blogs
Indium runs 73 blogs that target niches with long-
tail keyword phrases. They also make good use of
videos embedded within the posts.
Results:
They saw 25% reduction in marketing costs and
increasing number of qualified leads and sales
along with numerous industry awards.

30. Content Marketing
as a Game Changer

31. Lead Generation by Inbound
Marketing
Instead of spending money
attending trade shows or by
sending direct mail campaigns that
bring about limited results, inbound
marketing takes complete
advantage of the company’s
website to gather people that are
keenly exploring the product and
services that can attain solutions.

32. ROI with Inbound Marketing
Marketers at manufacturing
companies must constantly
exhibit the ROI from their
marketing efforts. In fact, 31% of
the marketers state that it is a
prevalent challenge in their line
of work while 58% of them
believe that sales attributing to
marketing campaigns are a
measure of success.

33. ROI with Inbound Marketing
The leads obtained by an inbound
marketing campaign are
segmented, tracked, and nurtured
throughout the buying cycle.
Based on the level of engagement
or activity on the company website
the leads are being qualified by the
marketing department before being
passed on to the sales department.

34. Attractive inbound marketing
Content
New online content including
videos and webinars are being
included by the marketing
leaders at manufacturing
companies. Surveys discover that
manufacturing companies that
will use more content distributing
channels in the near future

35. Attractive inbound marketing
Content
Company blogs have become the
main component of any inbound
marketing plan to distribute
content.
Business Blogging puts together a
collection of entertaining and
enlightening articles which are
helpful resource to prospective
customers, building their trust in
the company.

36. Closing Thoughts

37. 1. Industrial marketers are starting to comprehend the
possibility of social media as a stage for company branding
and content delivery.
2. They have also become more comfortable with the two-
way discussion that customers expect from the brands
they follow on Facebook and LinkedIn accounts.
3. Manufacturers who have not yet shifted their marketing
online are being forced to play catch-up as inbound
marketing provides the strategy and tactics for industrial
marketers to Compete Online, improve ROI
and Generate Leads.

38. Read the full version of the article at:
http://sweetdigital.co/blogs/digital-marketing/content-marketing-for-manufacturing-industry

39. We are a full service digital marketing agency.