Latest Articles on Industrial and Manufacturing Marketing
Traditional Marketing is Alive and Well for Industrial Companies
February 11, 2013
By: Achinta Mitra
Despite all the buzz about digital marketing and proof of results, manufacturers, engineering and industrial companies continue to use traditional marketing tactics such as trade shows, print ads and telemarketing. According to the 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs …
Not All Industrial White Papers Merit Registration
February 4, 2013
By: Achinta Mitra
White papers are used most frequently for lead generation and nurturing in industrial marketing. Many of these white papers are very technical and require engineers and other domain experts to spend quite a bit of their time in producing these …
Creating Relevant Content for Industrial Marketing is a Challenge
January 28, 2013
By: Achinta Mitra
I am not referring to the age-old question, “What will we write about?” Creating content that an industrial and technical audience will find relevant is not easy. An industrial marketer can only create so many application notes and case studies. …
Content Marketing Must Go Beyond Inbound Marketing in Industrial Sales
January 15, 2013
By: Achinta Mitra
There is quite a bit of confusion among my industrial clients about the terms Inbound Marketing and Content Marketing. For many, the two are synonymous and it is just a matter of semantics. IMO, Content Marketing goes well beyond Inbound …
5 Most Popular Industrial Marketing Blog Posts from 2012
January 2, 2013
By: Achinta Mitra
Happy New Year! For my first post in 2013, I thought I would take a quick look back at the past year. Here are the five most popular industrial marketing blog posts from 2012. I picked these based mainly on …
Is it Time for Your Industrial Website to Sing Auld Lang Syne?
December 26, 2012
By: Achinta Mitra
As 2012 ends and we look forward to 2013, it is a good time to review your current industrial website. In keeping with the tradition of celebrating the start of the New Year by singing “Auld Lang Syne,” it may …
Add a Blog to Jump Start Industrial Websites
December 19, 2012
By: Achinta Mitra
It is not uncommon to find industrial websites that have not been updated for a long time or with outdated content. Providing a cosmetic facelift is not going to improve the site’s performance either. What can you do if a complete …
Are Manufacturers Turning a Deaf Ear to Content Marketing?
December 10, 2012
By: Achinta Mitra
Despite all the published reports about the great results that businesses are deriving from content marketing, it seems manufacturers and industrial companies are still stuck in their old ways of marketing. According to a recent commissioned study done by Forrester …
Content Marketing is Not More Content Output
November 24, 2012
By: Achinta Mitra
It used to be that the biggest challenge faced by B2B content marketers was “What will we write about?” At least that was what I heard most often from many of the industrial companies that I talked to. Producing enough …
News Releases in Industrial Content Marketing — Part II
November 16, 2012
By: Achinta Mitra
Think of this post as an extension of my previous article “Why Industrial News Releases Make Good Blog Posts.” Let me start with some findings and statistics from different B2B content marketing studies that I have downloaded and read in …
Why Industrial News Releases Make Good Blog Posts
November 9, 2012
By: Achinta Mitra
Press or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products. In the past, manufacturers used them primarily in traditional print …
You Need Sherlock Holmes to Solve Industrial Marketing Mysteries
November 1, 2012
By: Achinta Mitra
I’m a big fan of “Whodunit” movies and TV shows. I can sit through reruns of one of these mysteries even though I know who’s done it. What’s the connection with industrial marketing and why Sherlock Holmes? Humor me; I’ll …