Latest Articles on Industrial and Manufacturing Marketing
Industrial Content Marketing – Selling the Problem not Just Solutions
May 1, 2015
By: Achinta Mitra
Manufacturers, distributors and engineering companies want to jump into industrial content marketing because they’ve read the buzz about its effectiveness in generating high quality leads for selling solutions. They want to educate the market about their solutions and in the …
Content Marketing for Manufacturers: Overcoming Writer’s Block
April 15, 2015
By: Achinta Mitra
82% of manufacturers said they are using content marketing according to findings from the 2015 B2B Manufacturing Content Marketing Trends—North America published by CMI. More than half (59%) also said one of their top challenges is “Producing Content Consistently.” This …
Why do so Many Industrial Website Redesigns Fail?
March 23, 2015
By: Achinta Mitra
This is a long post, so grab a cup of coffee and get comfortable. You are going to be here for a while and thanks for taking the time to read. We’ve all heard or read about industrial website redesigns …
Why are Manufacturers Still Struggling with Content Marketing?
March 6, 2015
By: Achinta Mitra
Last week, I received an advance copy of the research study, 2015 B2B Manufacturing Content Marketing Trends—North America thanks to Amanda Subler of the Content Marketing Institute (CMI). There may be slight differences between my draft copy and the final …
Marketing to Engineers is a Big Challenge
February 16, 2015
By: Achinta Mitra
Many industrial companies find it challenging to market to engineers. The biggest complaint that I hear is that engineers just don’t respond to marketing like others do. These companies are at a loss and need to figure out a better …
Content Marketing for Manufacturers Must Go Deeper than ToFu
January 26, 2015
By: Achinta Mitra
Many manufacturers are using content marketing but few consider it effective in generating leads that turn into sales opportunities. According to the 2014 study done by Content Marketing Institute and MarketingProfs, 86% of manufacturing marketers use content marketing but only …
Content Marketing for Manufacturers Isn’t Just Publishing More Content
January 9, 2015
By: Achinta Mitra
Content marketing for manufacturers has become a staple of industrial marketing with 61 percent using it as a marketing tactic and 54 percent planning to increase their spending on content creation (Source: IHS GlobalSpec Research Report). However, the same study …
Top 12 Industrial Marketing Posts of 2014
December 16, 2014
By: Achinta Mitra
It’s time to look back at the most read industrial marketing posts that I published in 2014. I’ve culled the list down to 12 based on the data from my Google Analytics. These industrial marketing posts are listed in the …
Planning Your Industrial Marketing Strategy for 2015
December 3, 2014
By: Achinta Mitra
I hope you have already started planning your industrial marketing strategy for 2015. You may be wondering why you need to spend the time and effort in creating an industrial marketing strategy when you already know the problem – not enough …
The Cardinal Rule of Industrial Content Marketing: Know Thy Buyers
November 20, 2014
By: Achinta Mitra
It may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients. …
Industrial Website Redesign: Content Before Design
November 3, 2014
By: Achinta Mitra
Around this time of the year, I get more calls and emails about redesigning industrial websites. This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. My “Spidey …
Content Marketing for Industrial Companies – Authenticity is Mission Critical
October 17, 2014
By: Achinta Mitra
Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long …