April 1, 2020 | By: Tony Mastri

Generate ROI with Content Marketing for Manufacturers [W/ Examples]

Too many B2B marketers aren’t taking advantage of content marketing, which can cost less than other traditional marketing methods and generate more business leads.

According to DemandMetric, content marketing costs over 60% less than traditional marketing and creates three times as many leads. Discover how your industrial company can develop and leverage a content strategy for better ROI.

Why Is Content Marketing Difficult for Industrial Companies?

Content marketing is a marketing methodology that concentrates on providing valuable information to potential customers and a targeted audience. Inbound marketing agencies use content marketing to create solutions, then let the right prospects find those solutions and request to become a paying customer. Instead of pushing your solutions, you’re providing part of them for free and pulling qualified leads to you.

Content marketing strategies for industrial and manufacturing companies differ from an average business. It can be difficult to come up with engaging content due to the niche content and often “dry” subject matter. Your audience will also be much smaller and more knowledgeable.

Why You Need a Content Strategy for Manufacturing Marketing

According to the Content Marketing Institute, only 51% of North American manufacturing marketers (compared to 73% of B2B content marketers) prioritize their audience’s content needs. From a search engine optimization (SEO) standpoint, putting out optimized content can also increase your organic rankings and drive more traffic to your website. Get ahead of the curve in your industry by creating an effective content marketing strategy.

Content marketing is a cost-effective method of reaching consumers. Your target clients are most likely high-level decision-makers that conduct a lot of research before making any final choices. Build trust and create loyalty through content marketing by providing value to your customers. By answering their questions and solving their issues, you are establishing your company as a thought leader and demonstrating that you are a better, more experienced option than competitors.

manufacturing content marketing strategy

Examples of Manufacturing Content Marketing

When it comes to the inbound marketing methodology, there are three main steps in your customers’ journey:

  1. Awareness
  2. Consideration
  3. Decision

During each phase, the customer has different needs and goals to consider as you develop your industrial content marketing.

Top of Funnel Examples

content marketing for industrial companies

At the top of the funnel, you are primarily focused on fostering awareness. Your potential client is starting to realize they have a problem and they are looking to find out what it is. Your goal is to educate them and position your offering as (at least part of) the solution.

Blog Posts

Blog posts are a great way to distill complex information into an accessible and approachable format. New visitors will be more likely to engage with your website and start a conversation with new topics and issues for them to consider. Over time, it will also help drive traffic as your industrial or manufacturing SEO improves.

Social Media Posts

Promote your blog posts and other content you create via social media, an inexpensive and effective method for disseminating information and increasing brand visibility. Social media for manufacturers provides opportunities for your audience to discover more information. Your followers are already interested in what you have to say, so you’re always reaching the right audience.

eBooks & Whitepapers

If a topic requires more in-depth treatment, eBooks are a great way to provide value to potential customers. Your B2B customers typically enjoy eBooks because it feels like they are receiving something very useful for free.

Middle of Funnel Examples

content marketing for manufacturing companies

This is the “consideration” stage, where your potential clients are conducting research on who to give their business to. The goal of your manufacturing marketing strategy during this stage is to demonstrate that you are the best fit for their needs.

Case Studies

Case studies are a great way to persuade potential clients that your business is the right choice. Analyze previous success stories so your audience can see how you solved problems for similar customers.

Email Marketing

Email marketing is an inexpensive yet effective method to nurture your leads. With this B2B marketing strategy, you can target different groups by segmenting your email list. Use a drip email marketing campaign to regularly send prospects educational content and develop trust in your brand over time.

Product Comparisons

In the middle of the funnel, buyers know they need a product or service but aren’t sure which one to choose or which features even matter. A buyer’s guide for your solution can help reduce their friction.

Use comparisons of your solutions and your competitors’ offerings to help prospects identify the difference in value. This tool helps highlight your advantages in advance and hopefully moves your would-be customers closer to a purchasing decision.

Bottom of Funnel Examples

industrial content marketing

At the bottom of the funnel, your prospective customers enter the “decision” stage. Your goal is to convert them into a customer by convincing them to choose you over your competitors with all the right targeted content.

Product Guide & Videos

Videos are a great way to showcase your products, services, or testimonials in a visual manner. Some products or services need to be demonstrated, and videos help you answer any remaining questions in a more personal and engaging medium.

Customer Testimonials

Testimonials straight from your previous customers tell your prospective clients that you value customer experience and work to deliver a quality solution. Make it as easy as possible for past customers to share their experience working with you to ensure authenticity.

Personalized Demonstrations

One of the most effective ways to use content marketing to convert your customers is a personalized demo. Create a video that demonstrates exactly how your business can provide the solution to their specific issue. Personalized videos help your lead feel like you are invested in them and are willing to go above and beyond.

Contact MARION for Help with Your Industrial Content Marketing

If your manufacturing company is looking to get started with content marketing, MARION is happy to help! We have decades of experience delivering high-quality manufacturing web design, print design, and marketing campaigns for Texas-based businesses.

Contact our team of experts today and find out how we can help you get started with content marketing for manufacturers.


About Tony Mastri

Tony Mastri, Digital Marketing Manager at MARION, is an experienced agency and in-house digital marketer. With a proven background in content strategy, relationship-based link building, and technical SEO, he makes data-informed decisions that drive client growth.

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