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? (more…)

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New Content Marketing Research for Manufacturing

A new study published by The Content Marketing Institute identifies tactics that are working for manufacturing. 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.

That’s the bad news. 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.

2015-MFG-Research-goals-image 1Beyond brand awareness, their primary concern is sales, and to get to sales, they need to generate leads. Ironically, even though they identify sales as the top goal, fewer than half use sales as a measure of content marketing success. One of the challenges is getting everyone on the same page as to who you are and what you want to accomplish. Mixed or multiple messages don’t work.

Manufacturers top 5 effective tactics are:

  1. In-person events
  2. Videos
  3. Webinars/webcasts
  4. Case studies
  5. White papers

Manufacturers are presently working on:

  1. Converting website visitors
  2. Organizing content on website
  3. Creating better, more engaging content
  4. Better understanding their audiences and how/when they consume content
  5. Finding more/better ways of repurposing content 

So how do these results stack up with what you’re doing?

As a side note, this fall, Content Marketing World will have a whole day focused on the manufacturing sector and it’s worth attending. Great speakers and ideas.

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