Latest Articles on Industrial and Manufacturing Marketing
What Content do Engineers Want When Visiting Websites?
October 18, 2022
By: Achinta Mitra
What content do engineers want is probably a question you’ve asked yourself many times. An industrial website is the hub for manufacturing content marketing. It is by far the most important digital asset you own. I don’t need to repeat …
Lead Generation for Manufacturers: Understanding the Alphabet Soup
September 26, 2022
By: Achinta Mitra
[This post was originally published in December 2010. I have rewritten and updated it recently. Last Modified Date: 09/26/2022] Lead generation for manufacturers is not easy, and it takes time and effort. A lead is a lead, right? Depends – …
Using Manufacturing Blogs for Lead Generation
August 24, 2022
By: Achinta Mitra
Manufacturing blogs are probably not the first thing that comes to mind for industrial lead generation, but they are related, as I’ll explain in this post. However, writing and publishing technical posts that engineers and industrial professionals find relevant and …
Email Marketing for Manufacturers—Engage With Engineers and Industrial Professionals
July 19, 2022
By: Achinta Mitra
Think email marketing for manufacturers is passé and is no longer effective? Think again! Granted, open and click-through rates have declined over the years. However, it is still one of the top-performing industrial marketing tactics. You don’t have to take …
Why Industrial Websites Shouldn’t be an Afterthought for Manufacturers
June 16, 2022
By: Achinta Mitra
Industrial websites and manufacturers’ expectations are not always in sync. I say that from my regular conversations with manufacturers from various industries and from around the world. They come in all shapes and sizes, but they have one thing in …
How Industrial Marketing for Manufacturers Helps in Building New Relationships
May 25, 2022
By: Achinta Mitra
Job #1 of industrial marketing for manufacturers is to generate leads. Is that assumption valid? To me, that’s like putting the cart before the horse. So, before I explain why I said what I just said, let’s look at the …
Industrial Marketing is Not Just for ToFU
April 25, 2022
By: Achinta Mitra
Industrial marketing has become more digital now than in the past. (See Marketing to Engineers—Why Digital is the Dominant Strategy). ToFU stands for Top of the Funnel in marketing and not the edible kind. 😊 Manufacturers and engineering companies realize …
To Gate, or Not to Gate, That is the Question in Manufacturing Content Marketing
March 22, 2022
By: Achinta Mitra
Gated content is the most common way for manufacturers to generate leads from industrial websites. If you are not familiar with the term gated content, it refers to content that needs the reader to fill out a form and submit …
Marketing to Engineers—Why Digital is the Dominant Strategy
February 16, 2022
By: Achinta Mitra
Digital marketing to engineers works for several reasons. And you can’t argue against the results. I’ve been a big believer and a practitioner of digital marketing strategies and tactics for my industrial marketing and consultancy clients for several years now. …
How Manufacturing Content Marketers Can Reduce Stress on Engineers
January 14, 2022
By: Achinta Mitra
Manufacturing content marketers can really help reduce the stress on engineers. I’m not being facetious or trying to be clever with my headline. Don’t believe me? Let me explain how. First, let me give credit where credit is due. I’ve …
Technical Content Writing is Challenging for Manufacturing Marketers
December 9, 2021
By: Achinta Mitra
You can’t avoid technical content writing if you are a manufacturing content marketer. Let me first differentiate technical writing from technical content writing. They may be used interchangeably, but they are not the same. A technical writer is good at …
Manufacturing Content Marketing—The Year It Was and Looking Forward
November 17, 2021
By: Achinta Mitra
I just received an advance copy of Manufacturing Content Marketing Benchmark, Budgets, and Trends (Thanks, Amanda!) published by the Content Marketing Institute (CMI). The timing couldn’t be any better, since many of my manufacturing and engineering clients are putting together …