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 >

How to Use Content to Reach Contractors

By John Sonnhalter, Founder and Rainmaker Journeyman, Sonnhalter We all want to get our message in front of contractors. In order to get more mileage out of your content, you need to tie it to your strategy. We need to help contractors with solutions to their problems, a better technique or tool for the job. A different process that will save time and money. Online training for their workers. We’re all so concerned on getting our message out that we sometimes miss other opportunities to use the same content (message) and deliver it differently. I recently read a post by John Jantsch, 10 Ways to Use One Piece of Content, that brings this into perspective. Contractors get their info in several formats. Have you tried any other ways of delivering your message? Here are some highlights from John’s post: Turn your content into a series of videos that the sales team can send out on an individual basis Do a webinar and feature it on your website Develop an infographic and send it out in an e-blast Testimonials. Locate contractors who are already happy customers to give you testimonials, either written or on video. You don’t need more content – you need the right content in the right context. Want to read more about content for contractors? How To Repurpose Content for Contractors 5 Ways to Engage Professional Tradesmen Using Content Marketing  read more >

Why Should You Use Social Media in New Business Development?

In the traditional sales model, we identify our prospects and then use several tactics to get in front of them, qualify them and ultimately sell them. But, what about all the other potential users of your product or service that you don’t know about? Yes, some of them may find you through a referral or make their way to your website, but there are many more that may not ever know that you exist. In most cases, especially for manufacturers who are selling more complicated products, there is a sales funnel you need to take prospects through before they are ready to buy. That’s great, but that only works if you’ve identified the potential sale. Think of social media as your silent salesman. It’s out there bird dogging for you and taking a potential customer through some of the initial stages of the selling cycle. Social media is a great way to connect with prospective buyers because they will find you based on what they are searching for (what kind of problem they are looking for a solution for) on the web. It allows you not only to connect, but to start a conversation. It allows them to get a better feeling for the company and how you go about helping people. In other words, you start building the “know, like and trust” model that comes with any sale, especially to new potentials. Social media is a great way to educate prospective buyers because of all the tools you have available: Blogs, Forums, YouTube, LinkedIn, Facebook, Instagram and Twitter. All are platforms for you to add value to the conversations by giving them great content, and it starts establishing you as an expert they can count on. Social media is a great way to collaborate with potential buyers because of…read more >

New Year’s Resolution: Review Your Content Marketing Efforts

By Rosemarie Ascherl-Lenhard, PR Foreman It’s a new year, and a perfect time to take a quick review of the past year. Before we start doing the same old thing, we should take a minute to make sure what we’re doing is getting us the results we want. We’re cleaning, purging and issuing new challenges in our personal lives, why not do it for our marketing lives? Makes sense, doesn’t it? As we are making these evaluations, it doesn’t hurt to check on industry predictions that can help us adjust our strategies to respond and align with recent discoveries. Heidi Cohen’s blog post makes 10 predictions for content marketing success in 2019 that we find valuable as we navigate the shifting landscape. Here are a few highlights: Content saturation continues to increase, which is raising the cost of content marketing necessary to break through and get acted upon. Instead of creating new content, improve and transform pre-vetted content and use content audits to keep content relevant and increase traffic. Customers expect more personalized content experiences. Segment your email and other communications to deliver targeted messages. Post sales experience increases in importance. While customers may buy from you once, if you don’t gain their trust, they won’t stay customers. Content formats continue to diversify. Due to the use of more devices and screens tailored to personal and environmentally relevant needs, content consumption patterns continue to change. Influencers including brands remain relevant for content creation and distribution. Work with micro-influencers who have deeper connections with their followers. Heidi has more predictions and recommendations, but the idea is to take the time to evaluate what you did last year, so that you can improve on it this upcoming year. Happy New Year! Let’s make 2019 a successful one.read more >

Why You Use Relationship Marketing When Trying to Reach Contractors

by Matt Sonnhalter, Vision Architect   I’ve always been a big believer in relationship selling. After all, we usually buy stuff from people we know, like and trust. Agree? So why not take that to another step in the selling process by using the same principles to your marketing efforts? This is especially true now that content and content marketing is such a big part of everyone’s overall strategy. We all have heard the saying that "Content is King and Community is its Kingdom," but what brings them together? It’s building solid relationships with contractors and tradesmen using relationship marketing.  I read a post by Wade Harman, Why relationship marketing is the key to your content, where he outlines a strong case for using this type of tactic. He points out that we need to know and understand what our target wants and needs. Contractors want solutions, not necessarily a sales pitch. You need to make yourself available in conversations with them... He also points out that we should collaborate with others that share the same passion. For an example, say your target is professional plumbers. You want to focus on products that will help them do their install better. You’re not interested (nor capable) in helping them market their plumbing business locally. Why not team up with someone who’s focus is just that, like Plumbers SEO.net or Darren Slaughter who specializes in contractor marketing. This blog focuses on helping manufacturers better communicate with contractors and professional tradesmen. We have three challenges: 1) identify our audience, 2) give them meaningful content, and 3) keep them coming back. One of the most important things I try to communicate is that to be successful, you must be able to engage and have a genuine relationship with your reader. Here are some steps to build those relationships: 13995read more >

Content is All About Repurposing

By Chris Ilcin, Account Superintendent, Sonnhalter Everyone (and especially marketing communications firms) creates an aura that content marketing is some huge, time consuming mystery. But the real secret is that it’s all about having a clear, consistent message and then placing the right part of that message into the right format. To demonstrate that, we’ve created the following infographic that shows how we repurposed the content from a single, 45-minute interview with our client’s product engineer, into numerous pieces of content across multiple platforms, where the messaging received thousands of views. Check out our infographic, “A White Paper Life Cycle.”     How are you repurposing content?   SaveSave SaveSaveSaveSaveread more >

New Research Shows How Manufacturers are Using Content Marketing to Build Audiences

Guest post from Lisa Murton Beets, Research Director, Content Marketing Institute Are you delivering valuable, relevant, consistent content to your audience? If not, prepare to be ignored. There is just too much information available today, and only so much time in a day for your target audience to consume it. This is especially true for tradesmen, who spend most of their time in the field. That said, you should be delivering valuable content consistently (hopefully, to a subscribed audience via vehicles such as email newsletters), so when your prospect does need a product or service, your company is top of mind. The Content Marketing Institute (CMI) defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. 13515read more >

5 ways to engage professional tradesmen using content marketing

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Content marketing should be a vital part of your strategy to reach and engage contractors and professional tradesmen and move them through the sales funnel. Manufacturers are always focused on leads and will use things like traditional e-books and white papers. Not all activity will result in conversions. We should consider building brand awareness. Here are five tactics to consider: Blog posts.You may already be doing a blog and if you’re not you should consider it. It helps set you up as an industry expert and helps move prospects through the know, like and trust phase of the journey. Include a strong call to action that will hopefully engage the reader to go somewhere or do something. 12883read more >

Using Content to Market Your Business

Today we have a guest post by Colin Cieloha of Skilled.co. Content marketing is changing the way that businesses promote their products and brands. More and more companies are choosing this option due to both its affordability and effectiveness combined. The problem that these businesses are having however, is how to choose which method of content marketing is best for them as a company. Some of the most common types are listed below: E-books 12621read more >

Case Studies Should Be Part of Your Content Mix

By Rosemarie Ascherl-Lenhard, Public Relations Foreman, Sonnhalter The terms "case study" and "testimonial" are sometimes used interchangeably, however case studies are not exactly testimonials. Although one piece of content can pull double duty, a simple testimonial can't provide the value for your organization that a case study can. In marketing, a testimonial is essentially a statement by a customer providing an endorsement of a product or service. A case study is a more in-depth, valuable piece of content. Spinach content if you will. Case studies explore a user's journey, not just with your organization, but through their entire problem and solution. Ideally, 12528read 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 >

Feeding the Content Beast: Types of Blog Content

By Rachel Kerstetter, Public Relations Architect, Sonnhalter If your content marketing program includes a blog, you've felt the pressure to produce a lot of content. Blogs are hungry little monsters that need a steady stream of new information to be effective. But never fear! It is possible to feed the content beast and not lose a finger in the process. 12051read more >

Not Real, But Reality

By Chris Ilcin, Account Superintendent, Sonnhalter By now, if you have a presence on social media, and are involved in sales or marketing, you’ve seen this: Well, bad news. "Fourth" isn’t spelled that way The National Sales Executive Association doesn’t exist There’s no study to be found that supports any of these statistics There’s a great blog here that goes in to more detail. But I’d rather focus on something else: Why do we want this to be real? 11937read more >

Making a Thought Leader

By Chris Ilcin, Account Superintendent, Sonnhalter “Free advertising,” who doesn’t want that? One of the best side effects of the boom in content marketing is the growth of brand-neutral trade magazine articles. Pay-for-play has been relegated to the back burner as more and more publications see the benefit of offering knowledge-based problem solving articles. That’s also an offshoot of the lack of skilled workers, as more and more knowledge retires, there’s an increased need to transfer that knowledge. With less opportunity for direct, apprentice-based, transfer, white papers, problem solving articles and general knowledge pieces gain added importance. So, how can your company benefit? Create thought leaders. A bragging title most people would reject, it can still help you promote your business and create a knowledge warehouse. How to Create Thought Leaders 11927read more >

Get Your Message Across in an Ad-Blocked World

By Rachel Kerstetter, PR Architect, Sonnhalter A recent report shared that 32% of global page views are impacted by the use of ad block and mobile sees three times the rate of ad block use than desktop. Did you know that even some people who work in advertising block ads? Let’s face it, website ads are mostly annoying. If you’ve ever opened a webpage and had an ad start talking to you that you couldn’t turn off, you know what I mean. Although digital advertising has a solid place in integrated marketing programs, accompanying it with other tactics can get your message to audiences that wouldn’t be reached otherwise – those who use ad blockers. How do you get your marketing messages past ad blockers? 10247read 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 >

Seven Mistakes to Avoid in your Content Strategy

Every construction company with an online presence feels the pressure to create consistent, high-quality content. When done properly, it represents a great way to generate site traffic, build brand awareness and demonstrate your expertise to the world. Every blog post, article and other piece of content you generate is an opportunity to plant seeds that could eventually blossom into a steady stream of viable leads. Are you doing it right? Here are the seven mistakes to avoid in your content strategy.read more >

Be the Resource

“Content Marketing” has been a buzzword for a few years now, and quite frankly, it can be a confusing term to translate to your everyday marketing strategy. But for manufacturers, it all boils down to one simple sentence: Be a resource.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 >

The Secret to Going Viral

By Rachel Kerstetter, PR Engineer, Sonnhalter You’ve probably heard the word “viral” in relation to online marketing before. If you’re not quite sure what it means, here’s a very brief definition: Vi-ral: Adjective : becoming very popular by circulating from person to person, specifically on the internet. If something “goes viral” that means it has been shared a great number of times; there is no threshold number of shares to be reached before something can be considered viral, but in general you know when something has gone viral by the way it is talked about. So here’s the secret to going viral: The one aspect that every viral thing has in common is that it is a quality piece of content that resonates with your audience. Content that goes viral is often in the form of blog posts, pictures or videos. Content can resonate with your audience in many ways, most of the time viral content resonates through humor. Content that is controversial or sparks a debate, as well as timely, helpful information will also resonate. In our industry, content doesn’t often achieve viral status, but that doesn’t mean it hasn’t resonated, sparked conversation or been effective. As marketers, we cannot make content become viral. Content can only be made viral by your audience(s) - they have the power. Marketers and brands do not have the power to make anything viral. If you’re disappointed that you know the secret to viral but can’t do anything about it, don’t lose heart! The goal in any marketing initiative should not be creating viral content; it should be on creating quality content. Marketers and brands have the power to create quality content that will resonate with audiences. If that content goes viral, then that is just a happy side effect.read more >

Content Marketing: Have a Strategy and Be Relevant

Today we have a guest blog post from Rosemarie Ascherl, PR Foreman at Sonnhalter, discussing content marketing. Content marketing should be part of all B2B [and B2T] business’s overall marketing strategy. Earlier this month I had the opportunity to attend a fabulous week of learning and motivation when I attended the 2013 Content Marketing World Summit at the Cleveland Convention Center.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 >

How Manufacturers are Managing Content Marketing: 7 B2B Insights

Today we have a guest blog post from Lisa Murton Beets director of CMI Books, from the Content Marketing Institute. The Content Marketing Institute and MarketingProfs recently published research on B2B and B2C Content Marketing in our 2013 Benchmarks, Budgets and Trends reports. While the findings give us insight into how B2B and B2C marketers are managing content marketing, we were still curious about the state of content marketing in specific key industries, and how content efforts in vertical markets were differing from those of their peers in other industries. We decided to first look at marketers who work for B2B manufacturing organizations in North America. This group has adopted content marketing at a slightly higher rate (94 percent) than their North American B2B peers across all industries (91 percent). Let’s take a look at some of the similarities and differences: Manufacturing marketers have similar goals for content marketing Marketers in the manufacturing industry have the same top three objectives for content marketing as their peers across all B2B industries: brand awareness, lead generation, and customer acquisition. However, manufacturing marketers place less emphasis on thought leadership (47 percent versus 64 percent) and website traffic (47 percent versus 60 percent) as organizational goals, which indicates a disconnect, as they also cite website traffic as the primary way they measure content effectiveness. This fundamental disconnect between goals and measurement was present with B2B manufacturers when CMI surveyed them two years ago, but it has shown some improvement. Manufacturing marketers use video and print magazines more often Manufacturing marketers cite video as their top content marketing tactic (it was ranked seventh by this group two years ago). Their overall use of tactics is fairly similar to that of the overall population of marketers; however, they place far less emphasis on blogs (54 percent…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 >

Have You Drawn a Line in the Sand Yet?

The reality is you can't be all things to all people. Pick a side, draw a line in the sand. Your company will be better for it. Content marketing over the last few years has become the big buzz word and is often associated with social media. While it can be used to foster social media relationships content marketing goes way beyond that. As a matter of a fact it defines who you are and what you stand for.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 >

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

Sonnhalter to Hold Webinar: 8 Content Initiatives You Need to Seriously Consider for 2012 BEREA, Ohio – December 2011 – Sonnhalter, a communications firm marketing to the professional tradesman in the construction, industrial and MRO markets, is partnering with Joe Pulizzi, a nationally-known content marketing expert and founder of the Content Marketing Institute, in hosting a webinar on the growing area of content marketing for B2B. The free, one-hour webinar will be Thursday, February 2, 2012 at 1:00 p.m. EST. Participants can visit, , to register for the “8 Content Initiatives You Need to Seriously Consider for 2012” webinar. The webinar, presented by Pulizzi, will review content marketing and why it is one of the fastest growing areas of marketing. He will also discuss eight initiatives for marketers to consider when it comes to corporate storytelling and social media. “In a world where content is king, it’s important for B-to-B marketers to engage in effective messaging,” said John Sonnhalter, rainmaker journeyman at Sonnhalter. ”This webinar is the place to learn about the growing area of content marketing and how to implement it in 2012.” About Sonnhalter Established in 1976, Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. In 2009, 2010 and 2011, Sonnhalter was named one of BtoB Magazine’s Top Agencies. For more information, visit…read more >

Are You Maximizing Your Content Marketing?

I was reminded recently by a post by Heidi Cohen that we may be overlooking some ways to get that little extra out of each post. Her post, Does Your Content Marketing Contain These 12 Must-Have Components? had some good points we all should be using. Here are highlights of the top 5 that got my attention:read more >

Do You Have Social Media Training In Place?

Social media isn't just about posting comments on Facebook or Twitter. It's about not only having a plan of how to execute your message, but how to get the most out of it. Since social media is different from our normal marketing activities, your team needs to be trained with guidelines on the do's and don't's .read more >

Are You Using Content Marketing to Understand Your B2B Audience?

If you're into social media, you're doing it with a purpose in mind. You have a story to tell and you want to tell it to a certain type of person. But when you're developing you content do you ever consider at what stage your reader is at in the buying cycle? By segmenting your content to include all stages of a buying process(awareness, consideration,evaluation and purchase) you'll be sure to hit all your potentials at their stage in the buying process.read more >