MM 008 - A Business Case for Content Marketing in Manufacturing

    Manufacturing Marketing Matters Podcast - Episode 008

    Guest Expert: Achinta Mitra, Founder and President of Tiecas, Inc.

    Topic: A Business Case for Content Marketing in Manufacturing

    Highlights:

    • Achinta provides a clear definition of content marketing in manufacturing in the context of practical experience and real life examples, on the ground 25+ years of experience working with industrial companies.
    • The official definition of 'content marketing' as provided by Content Marketing Institute.Tweet: The official definition of 'content marketing' as provided by @CMIcontent http://ctt.ec/LSE79+ @MMImatters #mfgmarketing
    • 82% of manufacturers claim to be using content marketing. content marketing in manufacturing
    • Only 12% of mfg marketers claim they are successful at tracking ROI of their content marketing efforts.Tweet: Only 12% of mfg marketers claim they are successful at tracking ROI of their content marketing #mfgmarketing @MMImatters

    • Achinta sees his clients who have adopted content marketing in manufacturing as struggling to attribute sales or revenue to the content marketing effort.
    • ThomasNet 2014 Industrial barometer report  (access to the full report requires registration for a free account)
    • It’s very difficult for medium sized, family owned manufacturing companies to change the culture of 'sales = revenue' and 'marketing is just sales support'. They don’t really understand marketing beyond the idea of a campaign.
    • The business case must show the owners and leaders how content marketing can create more sales opportunities. If not provided in that context, the idea will fall on deaf ears.
    • Your industrial content must resonate with the younger audience who to not cultivate relationships with phone calls and face to face meetings, but prefer to get their information through social channels and internet search results.
    • Why doesn’t old style, feet on the street, sales approach work anymore? The buyers have choices now and they will decide when to interact with the sales team, not vice versa.
    • How do engineers buy – a study by Trew Marketing and Engineering.com (free access requires short registration form)
    • One engineer sharing expertise with another engineer is the most powerful way to market to engineers and gain trust.
    • Link to a webinar by Achinta and Jon Hayes about ‘Digital Marketing Road Map for Manufacturers and Industrial Companies”
    • TOMA + credibility + reciprocity = more revenue and bigger market share.Tweet: TOMA + credibility + reciprocity = more revenue and bigger market share via @MMImatters #mfgmarketing
    • Listen to a real life story about success with content marketing in manufacturing.
    • Content marketing in manufacturing is not meant to replace sales, but to help them be more productive and increase win rates.
    • Effective content marketing acknowledges the buyer is in control of the purchase process.Tweet: Effective content marketing acknowledges the buyer is in control of the purchase process via @MMImatters #mfgmarketing

    Interview Questions:

    Question 1 –  You’ve been in the marketing consulting (to industrial and manufacturing) business for 25+ years.  What would you say is the adoption rate (ballpark) of content marketing in this space? Before we dig in further, would you give us your definition of content marketing?

    Question 2 – Are the companies adopting content marketing and other modern marketing tools seeing better results as compared to their non-adopting competitors?  If yes, then what is it specifically, that puts them ahead?

    Question 3 – It seems there is a business case for manufacturing content marketing.  Would you please sum up the case and why the adoption of content marketing as a strategy or perhaps just a tactic can and does advance business goals?  In other words, why should manufacturing marketers and companies be doing content marketing?

    Question 4 – Would you provide a real example of a manufacturing company that has had really strong success with content marketing?

    Question 5 - It seems there is still a window of opportunity for progressive manufacturing companies to jump ahead of their competition by marketing with a content marketing strategy.  Would you agree and how fast is that window closing?

    Challenge Question – Submitted by Carol, a marketing manager from a manufacturing company in Colorado.  “We’re trying to launch a content marketing strategy at my company where we make irrigation piping.  We have limited resources and the sales team keeps us busy with setting up tradeshows and making sales collateral.  We just don’t have time to create good content, let alone launch a new strategy.  Short of hiring more marketers (that will never happen), do you have any suggestions to help us get started?

    Takeaways:

    Takeaway 1: Create a documented (not in your head) content marketing strategy and make sure it aligns with your sales process.

    Takeaway 2: Understand the content marketing in manufacturing is a process, don’t expect instant results.

     

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