Category: Content Marketing

  • Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

    Industrial content marketing needs the help of SMEs

    If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers. It is not too difficult to prove effectiveness with top of the funnel results such as increased traffic, page views, content downloads and newsletter signups.

    However, most manufacturers and other industrial companies are not going to be satisfied with that. They want and expect their industrial content marketing strategy to engage with engineers and persuade them to start a conversation with their sales team.

    Industrial companies that I talk to on a daily basis, find it challenging to market to engineers. Their biggest hurdle is the lack of response from their target audience. These companies are at a loss and want a better way to market since their target audience is primarily engineers from various disciplines. And therein lies the challenge.

    SMEs help to leverage the power of one engineer to another

    To connect with engineers and technical professionals, you need your content to speak to their needs by recognizing their daily challenges at work and addressing them. In short, make your industrial content marketing more about them and less about you. Your in-house SMEs are the people who are best qualified for this kind of one-on-one communication with other engineers.

    Marketing alone can’t create engaging content, they need to collaborate with their SMEs. Even if marketing does the ghostwriting, the content must be reviewed and authored by SMEs.

    “Reliance on interaction with fellow engineers dwarfs other modes as the preferred method of communication for solving problems and gaining new insights.”

    (Source: A global research study produced by Beacon Technology Partners and UBM Tech Electronics Network).

    Industrial content marketing must leverage this collaborative ethos without wasting the engineer’s valuable time with content noise. For more on this, see Marketing to Engineers Requires Accurate and Truthful Content Presented Logically.

    Using tacit know-how of SMEs to gain a competitive edge

    The concept of “tacit know-how” and its implications for engaging with engineers are important to understand when it comes to industrial content marketing. Product features are great for specifying or getting your industrial products “designed in” but they alone can’t move you to the top of the list so you are not just one of three competitive bidders. It is the experience and the expertise of your SMEs that will convince other engineers that you understand their applications/problems (been there, done that) and prove that you have the right solution.

    It’s a myth that engineers and industrial buyers make buy decision strictly based on facts. There is a strong emotion at play – fear of failure. They want to validate their choice by backfilling it with logic. Keeping your SMEs in the forefront provides that valuable assurance and builds credibility with your audience.

    Watch this short video (2:15) from UBM Tech’s CEO of Electronics, Kathy Astromoff where she talks about tacit know-how, engineers’ challenges, perceptions, and information-gathering habits.

    Engineers and SMEs have more on their plates than ever before

    SMEs are very knowledgeable and passionate about their own products, services and solutions. However, engineers are extremely busy and are facing increasing demands on their time and resources.

    According to IHS Engineering360 Research Report, 2016 Pulse of Engineering Survey, slightly more than half of engineers (51 percent) said the pace of engineering is accelerating, and 59 percent said they are required to do more with less.

    Industrial marketers must understand this time crunch if they want SMEs to help them with content marketing. Don’t expect SMEs to create the content for you. You have to coax the main talking points out of them and then do your own research to flesh out those bullet points. It is our job as industrial content marketers to edit, optimize and create compelling content that is technically accurate while being customer-centric rather than company-centric.

    How to work with SMEs for creating engaging content

    Whether you an in-house content marketer or an external company offering industrial content marketing services, you will have to work closely with SMEs. This is very important if you want to create content that engineers will find engaging and useful in making a more informed buy decision.

    Over the years, I’ve learned some valuable lessons working with clients’ SMEs. I’ll summarize the key points here and you can read my post, Industrial Blogging Lessons Learned from Working with Technical SMEs where I have provided more details.

    • Identify a core group of SMEs
    • Build an editorial calendar
    • Learn to interview SMEs intelligently
    • Do your own industry research
    • Become a ruthless editor
    • Understand the review process
    • Use your SEO expertise
    • Learn to promote content without becoming salesy

    Building a close working relationship with SMEs takes a lot of work and time. I have to do my homework even though I’m a degreed Mechanical Engineer myself. I have found that the effort pays very rich dividends. It has helped me produce the results my clients really want from their industrial content marketing.

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    Case Study: Industrial content marketing helps manufacturer jumpstart marketing program and generate sales ready leads

    Key Results: 40.9% increase in deals won and adds an additional low seven figure revenue directly attributed to marketing.
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  • Content Marketing Strategy Must Drive Your Industrial Website Redesign

    Jeffrey Zweldman on content and web designAn industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision?

    According to the Industrial Buy Cycle survey of engineers and technical professionals conducted by IHS Engineering 360 (formally GlobalSpec), “The top three most frequently used sources for searching for products and services to purchase are search engines, supplier websites, and online catalogs.”

    The survey also found that in the early stages of the Buy Cycle, Needs Awareness and Research phases, industrial professionals use a variety of online sources of information.

    By the time buyers reach the final Procurement stage, supplier websites and online catalogs become the most important sources of information. Take a look at this chart from IHS Engineering 360’s Buy Cycle survey.

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  • Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

    Industrial content marketing success for most manufacturers and other industrial companies is usually measured  by an increase in the number of RFQs/RFPs. Arguments about quality vs. quantity tend to fall on deaf ears because these companies with long sales cycles need a certain volume of quotes to keep their pipelines full and active.

    Often, their stated goal for content marketing is “We want to increase awareness among engineers and industrial buyers and generate new contacts.” You’ve probably heard the same or something similar if you are part of an in-house marketing department or an outside industrial marketing consultant like me.

    On the surface, it looks like a well-defined marketing goal but if you look closely, you’ll see that it takes many interim steps between raising awareness and converting traffic into qualified leads. It is this lack of understanding of what it takes to go from point A to point B that causes owners and decision makers at these industrial companies to get frustrated from the lack of quick results and shocked by the price tag.

    Growing pains in industrial content marketing

    According to Engineering360’s online survey addressing the marketing trends, challenges and expenditures within the engineering, technical, manufacturing and industrial companies, thirty-nine percent were just getting started with content marketing and only 12 percent can show how content marketing contributes to sales.

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  • Industrial Content Marketing Fails to Engage with Target Audience

    Industrial content marketing used by manufacturers, distributors and engineering companies is failing to engage the target audience – engineers, technical professionals and industrial buyers. This is not a new problem.

    Back in 2014, Forrester had published their research report titled B2B Content Fails The Customer Engagement Test. Here’s a statement from their brief – “Nowhere is the struggle to produce compelling business-to-business (B2B) content more evident than on corporate websites: When 26 out of 30 fail to pass even a basic 10-criteria test, it’s time for chief marketing officers (CMOs) to seriously rethink their content marketing plans for 2015.”

    Fast forward to 2016 and industrial companies are still struggling with the same problem. The challenges that manufacturing marketers face are very similar to those experienced by all B2B marketers. 65% of manufacturing marketers said producing engaging content is their biggest challenge (Source: 2016 B2B Manufacturing Content Marketing Trends—North America: Content Marketing Institute/ MarketingProfs).

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  • How Industrial Content Marketing Increases Awareness and Creates True Differentiation

    Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face. They are:

    1. Lack of awareness about them among engineers and industrial buyers
    2. Inability to differentiate themselves from the competition

    Given the fact that today’s industrial buyers prefer to do their own research and rely more on a variety of digital tools, it is critical for these industrial companies to address these two problems because they have a negative impact on their sales. The second problem is more acute among distributors because more often than not, their website content is mainly copy and pasted text from their principal manufacturer’s site.

    Industrial content marketing usage and effectiveness

    Needless to say, these industrial companies are eager for marketing solutions. They are aware of industrial content marketing and want to implement it, but I’m not sure they understand its full impact and are struggling to use it effectively to meet their goals. I say that based on my daily conversations with manufacturers and distributors from various industries.

    That is not just my opinion, take a look at these two charts from 2016 B2B Manufacturing Content Marketing Trends Report from the Content Marketing Institute.

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  • Industrial Content Marketing Boosts Sales for Distributors

    industrial content marketing attracts customersMy conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise.

    The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.” The solution therefore must be this new-fangled thing called “industrial content marketing” since traditional tactics like cold calling, e-mail blasts and print ads are no longer producing satisfactory results.

    So with that mindset, they want to dive right into creating content. The assumption is that the more content they publish, the easier it will be for their target audience to find them in search engines and once they arrive at their site, visitors will be ready to talk to their sales team. (See How Industrial Companies are Stuck on SEO for Content Marketing Strategy).

    I wish it were that easy. Conversion optimization is a completely different challenge from discovery optimization even though they are related.

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  • Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

    Marketing to engineers is challenging, but manufacturers, distributors and engineering services companies cannot shy away from it because engineers make up the bulk of their target audience.

    Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date. They are actively looking for reliable information about advancements and innovations. This extends beyond content marketing for engineers; many of these industrial professionals are motivated to attend trade shows and conferences to learn about something they don’t know. (See Why Manufacturers Need a Multichannel Industrial Marketing Strategy).

    The irony is that engineers are hungry for information, but industrial marketers are struggling to provide them the right content and engage with them in a meaningful way. Marketing people at these companies need to work with in-house Subject Matter Experts (SMEs) for creating content that their target audience will find helpful and is technically accurate.

    There are two key challenges when it comes to marketing to engineers with content – time and trust.

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  • Industrial Content Marketing’s Role in Sales

    You’ve probably read all the buzz surrounding industrial content marketing. You are in good company if you are already doing it. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America).

    Here’s a reality check—only 18% of those manufacturing marketers reported that their content marketing was effective in accomplishing their overall marketing objectives. That, by the way is lower than the 26% in 2015 and 30% in 2014. So the effectiveness has been trending down over the past three years.

    Industrial content marketing effectiveness - CMI

    Fear not though, in another survey done by ENGINEERING.com (Engineering Marketers’ 2016 Campaign Plans Research Report) there was very good news. Here’s what they said based on the responses from their audience – “Content marketing has become so powerful in the marketing industry that only 3% of marketers say they are going to reduce their spending in this category. That’s even more amazing when you see that 27% (10% + 17%) said that it isn’t really working. The buzz around this concept is so powerful that if it doesn’t work, marketers blame themselves. In fact, they are 3X more likely to increase their budget if it isn’t working than they are to decrease their budget.” 

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  • How Manufacturing Content Marketing Sets the Table for Sales

    Manufacturing content marketing sets the table for SalesI recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales qualified leads.

    You may be experiencing the same or similar problems as these two manufacturers. Here are excerpts from those emails.

    • “Using a lead generation company right now that charges too much and delivers too little. They do not understand industrial sales, and although they are talented and penetrating accounts, many of the set appointments do not answer the phone.”
    • “I have been doing the conventional style of marketing i.e. making cold calls, face-time with clients. After all such interactions, I was simply told to mail the information regarding our product, company credentials etc. I have met 100+ people and so far only a few have responded.”

    These two manufacturers are experiencing firsthand the realities of industrial buyer behavior these days. Buyers are in self-serve self-select mode and remain mainly invisible for a large portion of the buy cycle. These industrial buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted emails is not going to help them make a more informed decision of selecting your company as the preferred manufacturer.

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  • Marketing Engineering Services with Content

    Marketing Engineering ServicesMarketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product. The final deliverable in engineering services may be a written report but it is still not the same as selling a motor or a pump.

    I have run across hybrid situations where the manufacturer sells custom-engineered products. These are not standard off the shelf widgets but require significant amount of engineering consulting upfront before producing the final product.

    In this post, I’ll stick with marketing pure engineering services such as Soil and Groundwater Investigation/Remediation; Engineering Feasibility Studies and Leak Detection and Repair (LDAR) Audits to name a few.

    Traditionally, engineering services firms have relied on referrals, professional networking and event sponsorships to grow their business. Referral business is great but they are usually few and far between for a dependable growth strategy. Networking and sponsorships are time consuming and expensive.

    Let’s say you’ve perfected your marketing message into a concise 30-second elevator pitch and you’ve become good at delivering it to strangers you meet at professional events. Assume you’ve managed to pique their interest, which is no small feat. Guess what, they are going to check out your website when they get back to the office. The content on your site will make or break that first impression.

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