Industrial Marketing Agency – Tiecas

Industrial Marketing Blog

Industrial Blog Sites Revisited

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The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies.

Blog sites as inbound marketing hubs

Industrial companies have realized the importance of inbound marketing and its impact on lead generation. They are beginning to look beyond a static informational website and are now seriously focusing on developing a more robust online presence for attracting qualified traffic, generating higher quality leads and positioning themselves as thought leaders in their respective niches.

If you are still not convinced about the power of industrial blogs and inbound marketing, let me highlight some of the facts and findings that I have written about in the past.

  • B2B marketers with blogs generate 67% more leads according to a study done by HubSpot (See Why Your Sales Funnel May Run Dry Without a Business Blog)
  • 39% of the engineering, technical, manufacturing and industrial companies plan to implement a company blog as part of their 2011 social media initiatives and 50% expect to invest more (compared to 2010) in company blogs according to GlobalSpec’s 2011 Trends in Industrial Marketing
  • The ability to self-manage content updates with a built-in content management system (CMS) of a blog site is one of the most requested “must have” features of industrial website redesign RFQs
  • The ease and cost savings associated with regularly publishing optimized blog posts over paying an SEO company to optimize static websites are difficult to ignore
  • Integrating a blog into websites can be a big help for manufacturers that are trying to enter new markets (See How Blogs Help Manufacturers Enter New Markets)

To learn more about the benefits of industrial blog sites, read my earlier post, “Build Industrial Websites as Dynamic Blog Sites.”

Lack of content is one of the main reasons many industrial companies hold back from launching a blog or incorporating one into their exiting sites. However, this needn’t be the case. Here are two possible solutions to overcome the content challenge:

  1. Repurpose your existing content. Read my post Don’t Let Lack of Content Stop You from Blogging
  2. Content curation. You’ll find more about curation as a content marketing tactic in my post, “Is Content Curation an Easy Way for Content Marketers to Do More With Less?”

Blog sites are very flexible and can be just as effective whether you are an OEM, an industrial distributor, or a consulting engineering firm.

Do you use an industrial blog site or plan to develop one in the near future as part of your industrial marketing strategy?

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 35+ years of practical manufacturing and industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., a manufacturing marketing agency in Houston, Texas. Read Achinta's story here.
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  1. RV Wire says:

    Your Blog very useful…plz keep sharing

  2. Patrick Smith says:

    Yes companies around the world have realized the importance of social media marketing and they are infact hiring staff members within their team to make it work from them as well. An active blog works wonders for companies across the globe…

  3. The Act Group says:

    blogging has helped our business tremendously. My co worker and I are now implementing web 2.0 landing pages. These are great to use as links to your home page. Im starting to notice more traffic coming in now but theres more to it then that.

  4. epoxy pipe lining says:

    Just been into blogging and the information in your blog is really a big help. Am planning to put a blog in some of the sites that I handle as of now. I was really inspired to get on blogging to promote sites rather than just commenting..


  5. Kate, Rose McGrory Social Media UK says:

    Interesting article. We work with lots of clients to help them get into blogging, but none in the industrial sector so far. Would be really interested to see examples of a couple of successful blogs in this sector who are creating their own content, rather than focusing on curation – I’m sure it’s doable, but definitely tricker than in other sectors!

    • Achinta Mitra says:


      Thanks for your comments. Check out my earlier post 3 Business Blogs with Proven ROI from Industrial Companies for three real-world examples. They all post original content and not curated content. Though a healthy mix of creation and curation is a good way to overcome the content hurdle.

  6. Damian Harris says:

    I started a workplace blog a couple of months ago and it is just starting to get some traction now. It took a while to get the Directors on board but they have let me have my head with the content.

    From next month we are going to be doing a podcast as well. I’d think we would be the only industrial gearbox manufacter and supplier with one.

    • Achinta Mitra says:


      Congratulations on launching your industrial gearbox blog and for sharing your experience here. I’m glad to hear that you were able to persuade your directors to get on board. Looks like all your hard work has started to pay off. Good luck with the podcast and continuing to add fresh content.

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