May 22, 2014
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.
December 3, 2013
When you go to all the work to create great content, don’t miss out on opportunities to share it. We’re all guilty of getting into a routine when creating content and rarely deviate from it, whether it be because of time constraints or just laziness. The point is, we need to shake it up a bit sometimes.
According to 2014 B2B Content Marketing Trends, there are over two dozen tactics that you could use. Here are some that I think are important in going after the professional tradesman:
- Offer useful info on your website - Make sure to include topics that help folks through your selling cycle.
- Industry newsletters - As you collect email addresses, send out a regular newsletter quarterly or monthly. If you are selling to several different audiences, segment the newsletters so they will be more meaningful for those who read them. A plumber probably isn’t interested in something a HVAC guy would be. Don’t be concerned about the size of the lit, but the quality of it. I’d rather be regularly communicating with 500 key prospects than 5,000 unqualified ones.
- Case Studies – By market or application are in high demand by your target audience. Tradesmen like to see what their peers are doing and the results. Post on your website, use it as an e-blast to your targets and have them reprinted so your sales force has something to hand out.
- Videos - How to and feature and benefit videos are an easy way for you to get your point across. Put it on your website, and put it on YouTube (create your own channel) with the appropriate search terms.
- Online Presentations – Take those PowerPoints you do everyday on why you’re better than the other guys and put it on your website, along with putting it on SlideShare with appropriate key words.
- Podcasts - Even if you don’t have a blog, you can utilize this tactic. Interview an industry leader on the issues of the day or what’s coming down the line that might impact your reader. You can use it again on your website and do e-blasts to targeted audiences.
Those are some highlights from my point of view. Whether it’s utilizing these tactics or others, step outside the box and try other things. You’ll be glad you did.