Latest Articles on Industrial and Manufacturing Marketing
Industrial Content Marketing that Engages Engineers
August 14, 2018
By: Achinta Mitra
When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content more relevant to time-challenged engineers, deal with the age gap within your target audience, earn …
Industrial Website Redesign for Marketing to Engineers
July 15, 2018
By: Achinta Mitra
An industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t …
Industrial Email Marketing for Engaging Engineers and Technical Professionals
June 19, 2018
By: Achinta Mitra
Do you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know how to …
Industrial Content Marketing for Engineers to Make a Buy Decision
May 22, 2018
By: Achinta Mitra
Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers …
Industrial Marketing – Budgets, Challenges and Performance
April 20, 2018
By: Achinta Mitra
Curious about how your peers and the competition are spending their industrial marketing dollars? You are in the right place at the right time. I just finished reading the research report, 2018 Budget Trends in Industrial & Technology Marketing published …
Use industrial content marketing to enable sales
March 22, 2018
By: Achinta Mitra
Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B. If you are a …
Why Industrial Content Must Be More Customer-Centric
February 20, 2018
By: Achinta Mitra
Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-date product information because that’s the first step in an engineer’s evaluation of …
Proving ROI of Industrial Content Marketing is Still a Big Challenge
January 17, 2018
By: Achinta Mitra
Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content Marketing Trends—North America survey expect their manufacturing content marketing spending to increase …
Happy Holidays
December 18, 2017
By: Achinta Mitra
As 2017 draws to a close, I’d like to thank all of you for being regular readers of this blog. Some of you have become new clients. I truly appreciate your confidence and the loyalty of existing clients. Your support …
How do Engineers Use Content in Their Buying Decision?
November 27, 2017
By: Achinta Mitra
Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target audience. However, have you ever asked yourself the question, “how do engineers …
Stop Your Industrial Website Redesign from Derailment
October 12, 2017
By: Achinta Mitra
What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22, 1895. The action of a train leaving its …
Industrial Content Marketing: Product Centric vs. Customer Centric Content
August 26, 2017
By: Achinta Mitra
Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries. Our conversation happened …