We have all heard it…content marketing for manufacturers is all the rage. Have B2B manufacturers adapted to this new channel to market? According to a recent survey from GlobalSpec only about 50% of B2B industrial manufacturers are spending more on content this year. From my experience in the field the smaller to mid-size B2B manufacturers are not even close to 50% adaption rate. (This is just my guess, but I would say less than 25% have started content marketing) To me, this makes no sense when 93% of B2B buyers use online search to source products and services. (per research from Marketo, a marketing automation company).
I have my own theories why adaption rates are slow. I expanded my thoughts in a recent blog titled, Is This the Invisible Skill Set Industrial Marketers are Missing?
But…for those of us that did EMBRACE content marketing for manufacturing, what did we learn in 2013? As a practicing industrial marketer and content marketer this is a list of the top 7 things I learned about manufacturers who adapted content marketing this past year. Continue reading “7 Content Marketing Lessons Manufacturers Learned in 2013”