Content Marketing Research for Manufacturing

A recent study published by The Content Marketing Institute identifies issues that manufacturing content marketers are facing. The B-to-B sector has always been known to be slightly behind the curve when compared to consumer goods, but the manufacturing side is even farther behind. The good news is that this sector is willing to try things, and this study shows that they are now identifying things that work and are focusing on improving them. One thing that definitely needs improving: too many manufacturing organizations are still talking about themselves instead of prioritizing their audience’s informational needs. While 51% of manufacturers regularly prioritize audience information needs, this number is quite a bit lower than the 73% of B2B North America content marketers who do. So, how can manufacturing marketers reverse this? 15314read more >

Manufacturers: Focus Content on Contractors, Not Your Brand

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter I think we all can agree that content marketing is playing a vital role in everyone’s overall marketing plans. Everyone wants lead generation and engagement, and to get both, you have to provide good content! Many manufacturers focus more on their brand than trying to help solve their customers' problems. Don't focus on selling. Focus on solving. And more is not better. Give them good content not a lot of content. According to recent article in Content marketing institute: 12218read more >

Are You Maximizing Your B-to-B Blog?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter If you're a manufacturer and you don't have a blog, you should. Why? Because 4 out of 5 B-to-B marketers use blogs. B-to-B blogs aren't new, but manufacturers are finding out that they are a good way of setting themselves apart from the competition, and according to the Content Marketing Institute, over 50% of marketers expect blogs to be critical in 2017. Challenges of B-to-B Blogs Even though marketers expect blogs to be critical in the coming year, most B-to-B bloggers have some challenges ... here are 3 of them: 10890read more >

Why Content Marketing Can Work for You

Guest post by Amanda Subler, Public Relations & Media Manager for Content Marketing Institute (CMI) Last year I traveled the U.S and Europe producing a documentary about content marketing for my company Content Marketing Institute. We visited Moline, Illinois the home of John Deere. We traveled to Washington D.C., to visit Marriott’s Global Headquarters. We went to Salt Lake City to visit Blendtec, the home of one of the largest blender manufacturers in the world. (Ever heard of Will it Blend? YouTube videos?) We even flew all the way to Denmark, to see how one of the country’s largest banks is transforming financial television. But one of my favorite trips was to Warsaw, Virginia, where a little fiberglass pool seller used content marketing to not only save their business, but gain international fame and even go from selling to manufacturing their own pools. Marcus Sheridan and his partners at River Pools and Spas were in big trouble when the recession hit in 2008. Suddenly, (no big surprise) no one wanted to buy pools anymore. For three straight months, they were overdrawn on their bank account. As Marcus says, he didn’t know what they were going to do. “Every consultant I talked to told me to close our business.” That’s when Marcus discovered “content marketing.” The first thing he did was write down every single question he and his partners had ever gotten from a prospect or customer. Then they committed to answering every single question in blog format consistently on their website. He even answered the one question every single pool sales person is afraid to answer until they are sitting face-to-face in your living room: How much does a fiberglass pool actually cost? That single blog post has received well over 2 million views. By consistently answering every single…read more >

Do B-to-B Buyers Trust Your Website?

Interesting question isn't it? I think everyone thinks because they built one, everyone will like and trust what you have up there. I recently read an article from the Content Marketing Institute written by Dianna Huff entitled -Why do 55% of potential B2B buyers might not trust your website that highlights some interesting findings. These findings were from a KoMarketing Associates usability report and are worth discussing. The key in a B to B relationship that trust and credibility be established up front. The more transparent you are the better read more >

What are you doing to create demand for your content?

We all are working hard to create content in various forms but what can we do to create the demand for it? If we build it it will come philosophy won't work. In the b to b space where selling cycles can be long with numerous folks involved you need to address several different issues along the way down the sales funnel but do you know what they are? read more >

2014 Report on B2B Manufacturing Content Marketing in North America

By Matt Sonnhalter, Vision Architect The Content Marketing Institute (CMI) and MarketingProfs recently released their fourth annual report on the content marketing practices of business-to-business (B2B) marketers working in the manufacturing industry. In this report you’ll find answers to questions such as: What percentage of manufacturing marketers have adopted content marketing? What tactics are they using? How does their approach to content marketing differ from that taken by other B2B marketers? This report also looks at how manufacturing marketers approach content marketing when compared with a wider group of B2B North American marketers representing a range of industry segments. Here are some key highlights from this most recent study on manufacturing marketers and their content marketing efforts: 86% have adopted content marketing Only 30% say they are effective at content marketing Use the same number of tactics (13) as other B2B marketers 81% use YouTube to distribute content and rate it as the most effective social media platform Cite different goals for content marketing when compared with other B2B marketers Top challenges faced for their content marketing programs: 1. Lack of time, 2. Producing the kind of content that engages and 3. Producing enough content 46% plan to increase their content marketing budget over the next 12 months Click here to read more details and download the full report.read more >

Why Videos are Such an Important Way to Reach the Professional Tradesman

If you're not utilizing this tool to reach the contractor and professional tradesman, you're missing a great opportunity. Some recent studies show that videos are on the rise in the B-to-B world. B-to-B Content Marketing: 2013 Benchmarks, Budget and Trends North America found that video had the largest increase of any market content in 2012. read more >

B2B Marketing: 9 Ideas for Solving Your Biggest Content Challenges

Today we have a guest post from Michele Linn the Content Development Director of the Content Marketing Institute and a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can read the original post here. Last week, when we published findings from our study, B2B Small Business Content Marketing: 2013 Benchmarks, Budget, and Trends – North America (sponsored by Outbrain), reader Andy Detweiler posed a great question in our comments section: “Any insight on how small B2B companies plan on solving the problems listed? Would be curious to understand what they see as potential solutions versus a larger enterprise.” Andy’s question inspired us to take a closer look at some of the content marketing challenges faced by North American B2B marketers who work at small businesses (companies with 10 – 99 employees), as compared to their peers at enterprise organizations (companies with more than 1,000 employees). We’ll also share some insights on ways content marketers can address these issues — regardless of the size of the organization they work for. 1. Engagement In general, both groups are similarly challenged with producing the kind of content that engages — and it is the top challenge for enterprise companies. In a way, I think it’s encouraging to see this as a top challenge, as it shows that marketers are focusing on the value of quality over quantity. And, there is good reason why engaging content matters: Customers and prospects who engage with content are more likely to reach out or initiate a relationship with your organization. Ideas: Engaging content means different things to different people, so you’ll need to start out by determining your organization’s definition of “engagement” — and what metric(s) you can use to measure it. For instance, as Joe Pulizzi…read more >

What Are You Doing to Ensure Great Content for Your Marketing Efforts?

Content marketing in not a new phenomena. It used to be called "information" that helped set you apart from your competitors. The name might have changed, but we all know great content can make or break you in the B-to-B world. Unless you have a product/service that no one else has you're going to have to differentiate it from the hoards of competitors who are vying for the same sale. So what do you have to do to set yourself apart? read more >

Why Do You Use Content Marketing – Do You Think it’s for Branding or for Selling?

You can't turn around today and not hear the words "content marketing." You would have thought that someone had discovered the holy grail! Content marketing isn't anything new, it's just called something else. There can be arguments for both I suppose, but I feel the primary role of content marketing is to position you to have an advantage and sell something!read more >

Webinar: 8 Content Initiatives You Need to Seriously Consider for 2012

Content marketing expert and founder of the Content Marketing Institute, Joe Pulizzi will review the practice of content marketing and why it's one of the fastest growing areas of marketing today. In this hour presentation, Joe will discuss eight initiatives that all marketers need to consider now when it comes to corporate storytelling and social media.read more >