Content marketing has become an essential part of the marketing efforts of manufacturing companies in recent times. Marketing professionals have started using different types of content to generate leads and increase sales, but also inform, educate and entertain customers to position themselves as authorities in their respected industries and niches.
With so much potential, creating content that adds value to your target market is essential. But knowing what content works is a different story. Here are a few ways you can find out what works and what doesn’t, and the right type of material you should be posting online.
1. Listen to Your Customer
The main idea behind content marketing is to drive sales for manufacturing companies through customer engagement. When customers feel content is created to serve them, they establish trust and are more likely to move down the sales funnel.
When figuring out what type of content to publish and promote, listen to what your customers have to say. Conduct an audit of current content (if you have it) or a survey and use analytics tools to find out what type of material your target audience wants to receive.
2. Take Notice of Audience Trends
Where are your customers most active? Is it Facebook or Instagram? Or is it LinkedIn and your website? Knowing the answer to these questions helps you determine what kind of content to create because each channel uses a different style and form to get your message across.
And while you should have a strong presence on every channel of communication, increasing your efforts on platforms with the highest activity will help you create better content and efficiently use resources.
3. Uncover Major Pain Points
One of the primary reasons customers consume content at such a large scale comes down to the content being informative and educational. The type of material provides the solution to their problems. To figure out what content will work for your company, you will need to uncover significant pain points of your customers.
For example, if your product has a higher quality than any other similar item on the market, explain why in blog posts, infographics or video demonstrations on YouTube. If you have a product that is complicated to use, that too requires explanation to tell clients how to use it to its utmost potential.
4. Check Out Competitors
It’s highly probable that you aren’t the only one who is using content to attract more business. Request a competitive analysis to help you find out what type of material your biggest rivals in the industry are using.
Once you discover it, you can use that information as a foundation for creating original content unique to your brand. Because both you and your competitors are targeting the same group of people with similar manufactured goods, the same content type will help customers accept your content, but they will appreciate it more for its quality and voice.
5. Start Creating Content
It’s time to get down to business and create a list of potential content types you can use. Take the time to create multiple forms and different variations, and publish them across all your channels.
After a while, you can evaluate the performance of each content form, select the best ones, and fine-tune them to perfection. Once you do that, you will be creating regular, high-quality content that will undoubtedly bring you the results you want to achieve.