What Does Content Marketing mean for Industrial Brands?

Content marketing is a “marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action” according to the Content Marketing Institute, an online resource for information on all things content marketing related.

The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of marketing.

THE IMPORTANCE OF CONTENT MARKETING TO INDUSTRIAL BRANDS

Content marketing is important, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal to engage with an audience on-line.

The number one reason that content marketing is important is that your customers appreciate it. We have found, content generates three times as many leads with higher conversion rates and has the potential for a ten-fold boost in web site traffic.

The reality is, content marketing has fostered the customer-centric reality we’re now operating in. From well-researched white papers and guides to webinars and podcasts, content is changing the relationship between your industrial brand and customers you serve.

8 STEPS TO DEVELOP A WINNING CONTENT MARKETING STRATEGY

While most industrial brands are still in the early stages of developing their content, the following steps are critical to set your company up for long-term success:

1 – Plan

Planning your content approach to provide relevant and engaging content for your target audience to absorb is a critical step. If you have already created some buyer personas, you should have already started to gather an idea of what type of marketing content can help your audience to meet their needs and overcome their challenges.

2 – Produce

To ensure your content reaches your target audience:

• Make a list of topics.
• Make a list of long-tail keywords based on these topics.
• Craft content for each topic.
• Set up blog/news pages.
• Blog every week to develop page authority.
• Create a link-building plan.
• Compress all media before putting it on your website.

3 – Thought Leadership

Becoming a thought leader in your industry is a content marketing approach that showcases expertise to build credibility. Brands and Specialists earn this title from developing content that answers the questions your primary industry and target audience is asking.

4 – Email Marketing

Email marketing works. It’s one of the few marketing channels you can use to build a connection with your customers, prospects, people, and stakeholders. It’s the ideal channel to re-purpose and communicate your content. Do this well and your audience will not only read your emails, but they will look forward to hearing from you!

5. Social Media

Rather than trying to grow your social media presence on multiple platforms, choose just a few (for example, LinkedIn, Facebook, Instagram) and focus your efforts on growing these channels. This is your opportunity to build your connections and followers. Lead them back to your website posts, and resources to further engage and build trust. Ensure you engage with your audience and stay disciplined.

6 – Pay Per Click (PPC) Advertising

PPC Advertising can be a worthwhile investment only when you do your research and plan very well. You’ll need to consider the following as a starting point:

• Select a platform.
• Choose a type of ad to invest in.
• Determine your budget and bidding strategy.
• Segment your target audience, interests, location, and search terms.
• Design landing pages that match the intent of each search term.
• Track your ads’ performance.

7 – Clarify Your Approach

Think about your marketing content approach to best attract, convert, close and delight your target audience. Tailoring your content will be the key to your success to ensure it is both relevant and engaging. Think about how you will get the attention of your audience to then convert an move them from a prospect to a visitor to a sales qualified lead and then a customer.

8 – Measure and Improve

It’s critical to ensure you test, measure and improve your marketing content and supporting campaigns on a regular basis. Make changes to improve your results. Keeping an eye on your engagement, conversions, and traffic figures will give you valuable insights into refining digital marketing strategy. This, in turn, will enable you to create more successful content in the future.

CONTENT MARKETING SUCCESS

Most industrial brands aren’t curating real and meaningful content… yet. That’s why you’ll have an advantage if you jump in.

If you are ready to develop a winning content marketing approach, let’s chat.

Related: Download your Marketing Content Guide

Other Reading: The future of personalisation

MARKETING CONTENT GUIDE

Learn how to develop a winning marketing content strategy. You’ll need to consider a different approach to crafting content to set your industrial brand up to win for the long-term. With our Marketing Content Guide, you’ll have access to a proven approach to create a consistent and strong content strategy underpinned by your brand promise.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.