Industrial Content Marketing Isn’t About Leads

“No more fancy metrics or acronyms that I don’t understand. I just want results…I want leads.”

This is exactly what a customer told me couple years ago, only six months after we had started an impressive website rebuild along with industrial content marketing.

Another large industrial supplier called me one month after launching a fresh brand and website with all the SEO elements built into the site and wanted to know why they were not showing up in search results for critical keywords. (I never promise quick results when it comes to web marketing and search engine placement).

Talk about short-term thinking!

I can’t tell you how many executive meetings I have attended where the following narrative was expressed; “We will only get a budget for the web project if we can guarantee lots of leads.”

In the age of search, social, mobile and AI (artificial intelligence) short-term thinking creates fatal blind spots for the industrial marketer such as illustrations sited above.

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