Latest Articles on Industrial and Manufacturing Marketing
Industrial Marketing—You Want Coaching With That?
August 19, 2020
By: Achinta Mitra
Industrial marketing coaching is something I’m asked about often, especially in the past 6 to 8 months. The headline of this post is my tongue in cheek attempt at the famous McDonald’s® age-old question, “You Want Fries With That?” It …
Unique Challenges in Manufacturing Content Marketing
August 4, 2020
By: Achinta Mitra
Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?” …
Writing Technical Blog Posts for Engineers and Industrial Professionals
July 15, 2020
By: Achinta Mitra
Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marketing tactic for many of these companies. The two most common objections that …
How Industrial Marketing Strategy Must Change to Fill Pipelines Again
June 22, 2020
By: Achinta Mitra
Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. There is no getting around that fact. Some of these …
Why Industrial Marketing Plans and Strategy Must Go Together
June 15, 2020
By: Achinta Mitra
I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: “Of course I can.” However, I find there is a disconnect in many of these …
Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?
May 20, 2020
By: Achinta Mitra
Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your industrial content marketing strategy for COVID-19. In this post, …
Adapting Your Industrial Content Marketing Strategy for COVID-19
May 8, 2020
By: Achinta Mitra
Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significantly. Some of these changes are highly likely to be permanent even after …
Industrial Blogs are Essential in Lead Generation
April 14, 2020
By: Achinta Mitra
Industrial blogs are not often talked about by manufacturers when it comes to lead generation. They tend to brush it off as too time consuming and/or not very effective. They are not completely wrong about their complaints, but don’t be …
Content Preferences of Engineers and Industrial Buyers
March 12, 2020
By: Achinta Mitra
Understanding the content preferences of engineers and industrial professionals is crucial to your success with industrial content marketing. That applies to the content for industrial websites too. Compounding the problem is the fact that engineers from all age groups do …
Content Marketing for Manufacturers: Are You Using its Full Power?
February 17, 2020
By: Achinta Mitra
My initial conversations with industrial companies about content marketing for manufacturers usually start something like this, “We can’t be found in Google or other search engines. We want to rank high. We’ve read that content marketing is the way to …
Technical Content Creation for Manufacturing Marketing
February 5, 2020
By: Achinta Mitra
Technical content creation is a big challenge for manufacturing marketers of all sizes. Is it any wonder that content creation is the most commonly outsourced content marketing activity by manufacturing marketers? “64% of manufacturing marketers outsource at least one content …
Industrial Marketing in 2020 and Beyond
January 3, 2020
By: Achinta Mitra
Happy New Year! I recently had a very interesting conversation with Pete Hoelscher, the Acting CEO of IEEE GlobalSpec. He shared his thoughts on the state of industrial marketing in 2020 and the challenges that manufacturing marketers may face in …