Content marketing is one of the current trends in industrial marketing today. Technical marketing engineers should no longer rely on cold calls, trade shows, or emails to reach out to prospects. Although these marketing techniques still have value, they are no longer as effective as they used to be.
However, when it comes to industrial content marketing, many people don’t know where to start; especially if they aren’t working with a manufacturing marketing agency, they have no clue how to they’ll be able to produce 12 articles a quarter or 12 videos in 3 months. Many technical marketing engineers or business owners are too involved in the business to take a step back and plan their content.
This post will talk about the process we use at MFG Tribe, a marketing agency that specializes in manufacturing marketing. You can follow the steps here yourself or contact us to see how we can help you with your industrial marketing needs.
Step 1: Take a look at video content versus written content
The first step is to decide if you will produce video content or written content. The audience is split almost 50/50 over which kind of content they prefer, but the video has a slight advantage and is beginning to become more popular. Social media relies on algorithms, and videos get more likes and engagement. In Google searches, video results also appear above-written content results. To cover both bases, aim to produce both kinds of content.
A manufacturing marketing agency can help you produce both the videos and written content that you need. If you or a technical marketing engineer you work with can come up with content, you can produce it in-house as well. Just make sure to do it regularly and always come out with new videos and articles (we recommend publishing videos weekly and publishing 2 written pieces of content per month).
Step 2: What is the title? Figure out the title of your content
Deciding on the title and what your content will be about is an important part of content marketing. An effective title can help push your content higher in Google search results. A manufacturing marketing agency can also help you figure out which keywords to include in your title. Remember, the more SEO-friendly the title is, the more chance the content has to come out higher in search results.
If you don’t have the resources yet to work with a manufacturing marketing agency, you can also do this on your own. The simplest way to do this is to do a Google search of keywords related to your product or service. Type something into Google and the suggested search words that pop up will show you what people are searching for.
Even if you don’t think that those search words will create value, you need to look at the search volume to have a good idea of what people are interested in and looking for. Remember that there is always a lower number of search results for industrial marketing terms. You can also use websites and apps like SEMrush or Ahrefs to figure out what keywords to use in your title.
Another way of looking at it is just to focus on producing content that gives value. Whatever you decide to produce, if you produce it correctly and keep in mind that it needs to share something that people will find informative and relevant, people will get value from it.
The best of both worlds would be to use an often-searched term and use this term to produce valuable content.
Want to get the most out of your industrial marketing strategy? Consult the experts here at MFG Tribe. We are a specialized industrial/manufacturing marketing agency that understands the ins and outs of your product and what you do.
Step 3: Content multiplier – Get the most value from your content
When you are producing content, you need to come up with a content schedule and content strategy. Plan out a couple of months of content and make sure to follow it. MFG Tribe plans out three months of content in advance and writes about 2-4 articles per month for each client. You can follow the same schedule.
The next step is to start producing content. If you have the resources you can do this on your own. If you don’t, hire a writer or a manufacturing marketing agency to do it for you, just make sure you get it done. You can start with an article that’s 1,000 to 1,500 words long. Then from that piece of content, start creating micro-content to get the most value from it that you can.
For example, get a snippet from the article and post it on LinkedIn. Take another paragraph from the article and use it as a teaser on email marketing. Get a few lines and post them on a section of your website. Even with videos, you can do the same thing. Get a short clip of the video and use it as a thumbnail on LinkedIn and include the link. Check your engagement after and see what is most effective. Create several pieces of micro-content from the larger content to make it worth the time and resources you spent on it.
Remember, don’t be a perfectionist when it comes to content marketing. If you are, you’ll never start producing and posting content. Don’t wait for things to be perfect before you start. You don’t need the perfect studio or expensive equipment before you start making videos. You can produce content even with just a smartphone and a simple lapel microphone.
Many people think that common knowledge is not worth writing about. But the truth is that there are many things you know that other people don’t know. Just start producing content and start your way towards brand awareness, revenue growth, and being seen as a leader in the industry.
Roadblocks are normal in industrial marketing, especially if your background isn’t in developing content strategies. Go through all these steps, check your competitors, and just start getting your content out there.
Industrial marketing strategies don’t develop overnight. And the best ones require years of experience and tactful planning. If you feel stuck, consider reaching out to an industrial marketing agency with expertise in your industry. If you want the best in the business, contact MFG Tribe Industrial Marketing Agency to learn more!