Application Notes or App Notes are very effective and can help you jumpstart your industrial content marketing, especially if you are stuck because of lack of content. Application Notes are closely related to Case Studies but they are not the same.
I’ve heard some people refer to them as white papers. IMO, there’s a difference but that’s a topic for another post. My point is that these content assets are powerful tools of industrial content marketing for lead generation.
Application Notes focus on a particular process or application of a manufacturer’s product. They provide general guidance on the product’s usage under certain operating conditions. Sometimes these documents may highlight unusual or challenging applications of the part. App Notes put the spotlight on the manufacturer and are part of its marketing materials, albeit technical in nature. Here are two examples of industrial App Notes:
Case Studies on the other hand are customer success stories. These content assets are also produced by the manufacturer and used in its content marketing. However, here the focus is squarely on the customer and how the manufacturer helped solve a customer’s problem. Case Studies usually follow a Challenge, Solution and Results format. They are specific to a customer and its application.
Examples of industrial case studies:
Non-disclosure agreements (NDAs) that most manufacturers have to sign pose a big challenge when it comes to creating case studies. Often customers are unwilling to give permission to use their names and/or allow you to publish results achieved because of legal and competitive reasons.
I have seen many examples of industrial case studies were the specificity was watered down as a compromise and have at times been forced to do so myself because it was impossible to get permission from my client’s customer.
Here’s an actual example of such a compromise, “A major olefin plant was experiencing valve failures caused by leakage and chatter on their boiler safety valves.” No names or locations are mentioned and the results published as “…the plant operation has been smooth and free of trouble.” Not particularly helpful and these kinds of generalizations do take away a lot of the credibility and effectiveness from case studies.
Application Notes are not constrained by these restrictions and are very effective in industrial content marketing. Here are four different strategies that I have used successfully for my manufacturing and industrial clients. Some had existing Application Notes and in some cases, I helped to create them.
I know from my own experience that Applications Notes are very effective in industrial content marketing, particularly when Case Studies pose some challenges. Stay tuned for a future post where I’ll talk about another industrial content marketing strategy that is specifically for component manufacturers. Independent research shows 77% of the downloads lead to sales.
Do you use Application Notes as part of your own industrial content marketing?
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.