Are you paying too much attention to content marketing strategies and not enough to the details?
Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details.
It is easy to justify leaving the details to others. After all, we’ve all heard that time-starved decision makers don’t really care about the details; they just want you to cut to the chase.
Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. Why?
The reason is simple; specifying comes before buying in industrial purchases.
Engineers do the specifying but may not always be the final decision makers. In order for them to specify your industrial products with confidence, they need lots of product details.
Engineers are known to be information junkies who crave specifics. Superficial product information and marketing fluff won’t cut it with this audience.
I can just hear content purists groaning because product specifications and features lack emotional hooks.
That is not true when it comes to writing for engineers. The single biggest emotion involved in an industrial buying decision is risk aversion.
The more hardcore product specifications you can provide in your content, the higher the confidence an engineer has in specifying your products and components. You lower risk for engineers by helping them justify their choices with facts and data.
Let’s face it, if a bridge fails or a safety valve in a power plant malfunctions, there are catastrophic consequences. Engineers do not take that responsibility lightly and will not respond well to marketing content that doesn’t address their needs and fears.
That is why it is absolutely essential that industrial marketers pay a great deal of attention to details in creating their content.
Here are two examples of content that speak to engineers in their own terms:
How can you create content that will appeal to engineers? Here are some ideas:
“The devil is in the details” may apply to the rest of the universe, but to seal the deal with engineers, I say, “The money is in the details.”
Do you agree with me?
Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. It will be a friendly chat to get to know each other better, not a high-pressure sales pitch.