Need to pump up your industrial content marketing strategy? Want to vanquish your competitors? Pick up Bruce McDuffee’s book, The New Way to Market for Manufacturing.
I recently meet with my friend Bruce McDuffee, a fellow industrial marketing consultant for breakfast at the Content Marketing Institute conference in Cleveland. Bruce and I have talked numerous times on the phone and have produced a couple podcasts together at www.mmmatters.com. Since the first time I stumbled on Bruce’s Manufacturer’s Growth Manifesto , I knew we were fighting the same, rust-belted, demons that hold back dramatic growth in the industrial sector.
Bruce and I are “brothers” when it comes to industrial marketing. Bruce and I read off the same page. In this case, we read off the same book. Bruce, recently released his book, The New Way to Market for Manufacturing, Innovation That Grows Your Business.
If you want to gain competitive advantage and improve your company’s growth rates, learn how to leverage industrial content marketing to pump up your industrial marketing strategy.
As Bruce says, “This is a gigantic opportunity”. Put another way, “Your manufacturing company is sitting on a gold mine”, says McDuffee.
I could not agree more. Continue reading “[Book Review] Vanquish Your Competitors Using Industrial Content Marketing”
How NOT to do industrial content marketing.
This is a teachable moment.
We recently worked with a $60 million dollar B2B industrial manufacturer. They decided they needed to pump up their brand and their web site and get involved with industrial content marketing to do so.
Without in-house expertise, they assembled the necessary vendors to accomplish their rebranding and lead generation efforts.
The Repp Group offered a complete end-to-end industrial content marketing strategy, including fresh branding, an SEO-friendly website built around a brand theme (Not focused on product, but helpful solutions to the engineering crowd), a steady & consistent stream of content built on a mainstream marketing automation platform. The pricing and execution were almost identical to a similar industrial customer we currently work with…successfully driving top-of-mind awareness and lead generation.
However, the marketing manager had other ideas.
Continue reading “Industrial Content Marketing is Void…If Not Found”
Industrial content marketing provides a competitive advantage,if done properly. Read Achinta Mitra’s blog post for a dose of reality.
I have done industrial content marketing for 5 years. I know what works and what does not work. I maintain the industrial marketers that start a quality content marketing strategy now, will build a digital moat around their businesses with competitive advantages. Most will need outside help to get there.
However, I believe the rewards will be significant for forward thinking industrial marketers.
But…it is tough. I always want to give my clients’ a dose of reality.
- Is the owner or C-suite on board with content marketing?
- If industrial content marketing does work, can they handle the RFQs and leads?
- Do they really have the resources to mount a content marketing strategy that resonates with buyers?
- Will they need outside help to get started with a quality effort?
- Etc, etc….
I know most of the “players” in the industrial content marketing “space” and monitor all their blogs. I noticed this one from Achinta Mitra, a terrific industrial marketing professional in the Houston area.
Continue reading “Industrial Content Marketing is Tough…But Worth It”
If you are on the road to content marketing for industrial, then allow your brand theme to lead your publishing efforts
That’s right, your industrial brand should be your “publisher”.
Let me give you an example of what I mean. Maybe the concept will help a few industrial marketers pick up the mantel of content marketing for industrial & run with it for competitive advantage.
I have always considered Harley Davidson to be one the best companies in the world at branding. Harley sells “The Dream” better than anyone. Just read some the copy on Harley-Davidson’s current website, each associated with one of their fine machines:
Continue reading “Your Industrial Brand Should Be Your “Publisher””
Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and explore why marketing automation for industrial can provide a competitive edge.
Wondering about marketing automation for your industrial company? Wondering if your industrial marketing strategy needs a shot of adrenalin?
Here are some answers.
Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and hear about the risks and rewards of using marketing automation for industrial.
Key takeaways from this informative podcast:
- What is marketing automation?
- Why is it different from Constant Contact?
- How marketing automation gives industrial marketers’ a competitive advantage?
- Why understanding content saturation is critical for online dominance
- Why your buyer’s new behavior demands great content?
- Who should not use marketing automation?
CLICK HERE for Tom & Bruce’s podcast, An Opportunity for Manufacturers to Gain a Competitive Edge With Marketing Automation.
Over the long term…the best way to improve your industrial brand is by using industrial content marketing.
Industrial marketers using marketing automation is still rare. Here are 5 reasons to take another look at marketing automation for industrial.
Inbound marketing for industrial can be tempting. Do not think it can work in a vacuum. It has to work with traditional channels to be successful
Content marketing for industrial is now common. However, success is allusive for a fresh industrial marketing strategy. Try outside help for relief.
Questioning inbound marketing for industrial? It is critical to take a long view. In 5 years, don’t say, “I could have…would have…should have”.