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:

“Let’s take a look at the actual stat: 53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand. In other words, B2B enterprise marketers are among the worst offenders here.”

Contractors and professional tradesmen often don’t have time to read the latest trade publication or look at magazine websites on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time is on another product.

When they do go looking for things, the first place most go is the internet. And chances are they’re looking for a solution just as much as they’re looking for a specific product. That’s why search is so important in the big scheme of things, and what makes you go up in search – good meaningful content!

And here’s what they are looking for:

Content-centric-vs-audience-centric

The challenge is how do you develop good content? The recognition of these difficulties is leading many B2B marketers to focus on outsourcing some of their work to specialists.

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