Industrial blogs are an integral part of manufacturing content marketing. Industrial blogging is an essential digital marketing tool for manufacturers looking to establish themselves as thought leaders and engage with engineers and technical professionals. For manufacturers, creating industrial blogs is a challenge. Why? Because writing effective industrial blogs requires a unique set of skills and strategies.
Whether new to manufacturing content marketing or looking to improve your efforts, this guide will provide the insights and best practices you need to know when writing industrial blogs.
As a content marketer in a manufacturing company, there are probably a few challenges that you face when creating industrial blogs:
Given these challenges, you probably ask yourself, “Is it worth the time and effort?”
Here are three statistics on B2B blogging that should convince you.
Industrial blogs are essential in a content marketing strategy for several reasons:
It is not difficult to see how industrial blogs play a vital role in the content marketing strategy for manufacturing companies. Despite the challenges, creating compelling and informative blog content is essential for success with increasing global competition.
Your manufacturing website is probably already full of content about product features, specifications, and other technical information. These are great and necessary to show that your products meet specifications, particularly useful for Design Engineers who “design in” your industrial components.
However, it is very product-centric content, which doesn’t help in convincing anyone to choose your company over the competition when they have similar, if not the same, product specs. Industrial blogs are the bridge between products and solutions.
62% of manufacturing content marketers are challenged when it comes to creating content that appeals to different stages of the buyer’s journey. (Source).
So, how do you create more content that addresses your audience’s challenges (a.k.a. looking for solutions)?
Start by choosing the right and relevant topics for your audience. This requires research and talking to your sales team to get a good understanding of the questions they get asked by potential customers. Industrial blogs should be more about your audience’s needs and less about you. This is where a good understanding of search intent comes into play. Your blogs should answer their search queries.
Here’s the tricky part, you have to strike a balance between helping and selling. Focus on providing insights, sharing best practices, and offering practical solutions to the audience’s challenges. This will elevate your manufacturing company as a knowledgeable and valuable partner instead of just another supplier. In turn, it will help generate better-quality leads and grow sales. This is how you can prove marketing ROI to higher-ups when it comes to budgets.
Organic SEO for manufacturers and industrial companies is more than stuffing keywords in your blog posts. Planning and implementing a solid SEO (Search Engine Optimization) strategy is essential to maximize the impact of your industrial blogs. By optimizing your blog posts for search engines, you can increase their visibility and reach the right audience of engineers and technical professionals. Don’t go overboard with optimization. Write for your human readers and let the search engines follow.
While discovery optimization (SEO) is related to conversion optimization (CRO), they are not the same. It is not enough to attract visitors to your blog, your content must persuade them to take some action. Passive reading of blog posts won’t help you move the needle.
Don’t rely 100% on organic SEO for your audience to discover your industrial blogs. Promote them through various channels to maximize their reach and impact. One of the most effective channels for promotion is social media, such as LinkedIn and YouTube. Also, consider guest posts and publishing articles in well-known industry portals.
After sharing and promoting your industrial blogs, assessing their impact is a must. Analyzing key metrics shows what works and what needs tweaking, enabling data-driven adjustments to your industrial blogging strategy.
It is more complex than gathering data from Google Analytics on Users, Page Views, Avg. Engagement Time, etc. Those are good top-of-the-funnel stats but won’t help you show marketing’s contributions to revenue. The problem becomes even more difficult because of the long sales cycles and the many stakeholders involved in buying decisions.
The top challenge manufacturing marketers face with measuring content performance is difficulty integrating/correlating data across multiple platforms (48%).
Are you tired of investing your valuable time and resources into creating industrial blogs that fail to deliver results? Look no further. At Tiecas, we have the experience and expertise necessary to ensure the success of your industrial blogs. Let’s Talk.
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.