Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogging for a while but haven’t seen any tangible results (leads, sales opportunities etc.).”
Another major concern is that it is too time consuming to create fresh and relevant content that will engage engineers and industrial professionals.
These issues with industrial blogging are valid and justifiable, but don’t give up on it just yet. I’ve found industrial blogging to be a strong content marketing strategy for engaging with time-challenged engineers.
That’s been my own experience working with my clients and in my own industrial marketing consulting business. 100% of new leads are now inbound leads and usually originate from this blog. I admit it has taken me several years to build up to this stage (I’ve been blogging since 2008).
Engineers thrive on solving problems and they love a technical challenge. They are keen on gaining knowledge and staying current about their industry. They trust, respect and want to learn from their peers. Those are not just my observations.
Here are some key findings from the study “What’s on the Mind of the Engineer?” – A Global Research Study produced by Beacon Technology Partners, LLC and UBM Tech Electronics Network.
External resources such as the Content Marketing Institute and HubSpot, all tout the benefits of blogging. According to most independent research studies that I’ve read, and I’ve read most, industrial blogging doesn’t rank very high when it comes to manufacturing and engineering marketing.
That’s a shame because in my opinion, blogs are the foundation of an effective industrial content marketing strategy. I see blogs as the perfect platform for all other content marketing tactics.
You are probably already very familiar with all the benefits of industrial blogging, but it is worth reminding yourself as to how it helps you meet most, if not all your content marketing goals.
Independent research studies have shown that industrial blogs are effective in content distribution.
I’m not suggesting industrial blogging is the right platform for every industrial company. For example, a distributor who relies primarily on the principal manufacturer to provide content, may find it difficult to consistently create fresh content of their own. For many, an industrial blog is the right distribution platform for other content marketing tactics such as white papers, guides, videos, social media posts and the list goes on.
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.