How NOT to do industrial content marketing.
This is a teachable moment.
We recently worked with a $60 million dollar B2B industrial manufacturer. They decided they needed to pump up their brand and their web site and get involved with industrial content marketing to do so.
Without in-house expertise, they assembled the necessary vendors to accomplish their rebranding and lead generation efforts.
The Repp Group offered a complete end-to-end industrial content marketing strategy, including fresh branding, an SEO-friendly website built around a brand theme (Not focused on product, but helpful solutions to the engineering crowd), a steady & consistent stream of content built on a mainstream marketing automation platform. The pricing and execution were almost identical to a similar industrial customer we currently work with…successfully driving top-of-mind awareness and lead generation.
However, the marketing manager had other ideas.
Continue reading “Industrial Content Marketing is Void…If Not Found”
Industrial content marketing provides a competitive advantage,if done properly. Read Achinta Mitra’s blog post for a dose of reality.
I have done industrial content marketing for 5 years. I know what works and what does not work. I maintain the industrial marketers that start a quality content marketing strategy now, will build a digital moat around their businesses with competitive advantages. Most will need outside help to get there.
However, I believe the rewards will be significant for forward thinking industrial marketers.
But…it is tough. I always want to give my clients’ a dose of reality.
- Is the owner or C-suite on board with content marketing?
- If industrial content marketing does work, can they handle the RFQs and leads?
- Do they really have the resources to mount a content marketing strategy that resonates with buyers?
- Will they need outside help to get started with a quality effort?
- Etc, etc….
I know most of the “players” in the industrial content marketing “space” and monitor all their blogs. I noticed this one from Achinta Mitra, a terrific industrial marketing professional in the Houston area.
Continue reading “Industrial Content Marketing is Tough…But Worth It”
If you are on the road to content marketing for industrial, then allow your brand theme to lead your publishing efforts
That’s right, your industrial brand should be your “publisher”.
Let me give you an example of what I mean. Maybe the concept will help a few industrial marketers pick up the mantel of content marketing for industrial & run with it for competitive advantage.
I have always considered Harley Davidson to be one the best companies in the world at branding. Harley sells “The Dream” better than anyone. Just read some the copy on Harley-Davidson’s current website, each associated with one of their fine machines:
Continue reading “Your Industrial Brand Should Be Your “Publisher””