Is industrial content creation your biggest challenge in manufacturing content marketing?
You are not alone, 62% of manufacturing content marketers struggle with the same problem. (Source)
Generative AI (GenAI) tools offer a helping hand, but creating industrial content that resonates with your technical audience needs human expertise. Engineers expect technical accuracy and industry insights, but GenAI alone cannot meet those expectations.
For a more in-depth understanding of the hurdles and challenges in industrial marketing, read Struggling with B2B Industrial Marketing? Your Essential Guide to Proven Strategies & Tactics.
Let’s dive into how you can leverage the best of both worlds—GenAI and human expertise.
Let me start with how using GenAI for industrial content creation can be very helpful. GenAI can drastically accelerate your industrial content creation processes, from sparking new ideas to streamlining research and supplementing limited in-house bandwidth.
To illustrate this, here are two examples:
You are a manufacturer of pressure relief valves:
Your prompt: “Suggest different blog titles emphasizing the safety benefits of pressure relief valves for industrial applications.”
Potential GenAI Output: “Pressure Relief Valves: Your Processing Plant’s Safety Net” or “Preventing Disasters: Why Pressure Relief Valves are Critical.”
You are a marketer in the power generation industry:
Your prompt: “How have material innovations in wafer butterfly valves helped in the power generation industry?”
Potential GenAI Output: “New alloys, polymers, and coatings specifically designed to withstand harsh operating conditions (extreme temperatures, corrosive fluids) common in power generation applications, extend valve lifespan and reduce maintenance needs.”
Note that you have to think about and create the right prompt to get good output from GenAI. Keep in mind the GIGO principle (Garbage In, Garbage Out).
By combining GenAI’s data-driven insights with the human expertise of industrial marketers, you can create content that truly resonates with your audience and drives meaningful results.
While GenAI is a powerful tool, it’s important to understand its limitations within industrial content creation and marketing. Areas where human expertise remains essential include:
GenAI can quickly gather and process large datasets related to keywords and competitors. However, interpreting those results, identifying the most valuable opportunities, and tailoring content with industry-specific nuance requires human insight.
While comprehensive market analysis requires human expertise, GenAI can accelerate the process by gathering and organizing data. Here’s how:
This underscores the importance of human intervention. Remember, GenAI’s market research outputs should be considered starting points to be validated and strategically interpreted by industry experts.
You can’t count on GenAI to plan and create your industrial marketing roadmap from start to finish.
As you’ve seen in this post, GenAI offers valuable assistance within industrial content marketing, but its true potential is unlocked when combined with human expertise. Let’s explore how this partnership can transform your content strategy and the limitations to keep in mind.
GenAI’s assistance varies depending on the content asset you need to create. Here’s how:
If you noticed, the underlying message highlights how even the best GenAI outputs in industrial content marketing benefit from human expertise. Above all, in-house Subject Matter Experts (SMEs) must review every piece of content before publishing.
Organic SEO is an important part of industrial content marketing, and GenAI also plays a role here. To learn more about it, see my earlier post, “Could Generative AI Revolutionize Your Industrial SEO Strategy?”
Your industrial content marketing using GenAI benefits significantly from:
With over 35 years of experience serving industrial companies, we understand how to leverage GenAI effectively alongside proven industrial marketing strategies. If you’re ready to scale your content marketing efforts without sacrificing quality, let’s discuss how we can partner. Let’s Talk.
Let’s chat to determine if this will be a good fit for both of us. It will be a friendly conversation to get to know each other better, not a high-pressure sales pitch.