Embracing a B2B manufacturing marketing strategy mentality

The way businesses of all shapes and sizes go about marketing their products and services has changed drastically in the past few years. This is also true in the manufacturing world. Today, more and more marketers in the manufacturing arena are focusing on a B2B manufacturing marketing strategy. Here are some things businesses should know to determine if they should embrace this mentality.

Understanding e-commerce trends and predictions

At one point, e-commerce consisted of simple communication between the buyer and the seller. However, in recent years, this is no longer the case. Today, many manufacturers are selling into new industries, developing new products and utilizing the internet to increase their business in a number of ways.
One of the biggest trends that seems to be affecting e-commerce the most is that consumers are now expecting a different type of shopping experience. E-commerce focuses on providing consumers with an engaging experience that allows them to interact with their favorite products and services on a unique level.
Naturally, there are several benefits to adopting e-commerce in manufacturing. For starters, doing so opens a business up to a whole world of consumers and business partners. It is also a very cost-effective approach to business. Since much of the marketing strategies require very little in the way of budget, businesses can accomplish quite a bit while receiving a huge return on investment.
There are also savings in the way of resources. For example, businesses can cut down on the paper and resources they use when they focus on an e-commerce marketing strategy. With these benefits, it is easy to see why more businesses and manufacturers are starting to change their strategies to fit with these trends.

How do e-commerce trends affect the manufacturing industry?

Due to all the trends and predictions, e-commerce is changing the way the manufacturing industry works. One of the most important items to understand is that e-commerce is changing the way buyers buy. Sales in the e-commerce arena are expected to hit $1.1 trillion by 2020.
More and more consumers are completing all of their research and purchases online than ever before. What better person to fill consumers in on products and services than the manufacturer? Providing consumers with detailed information that will lead them to buy certain products is crucial. This means business will need to ensure the right amount of accurate information can easily be found about their products online.

Face-to-face selling opportunities on the decline

It is also important to realize that many consumers will not ever be interacting with a sales team at all. Face-to-face selling opportunities are on the decline, and businesses no longer have the same type of power to say what they want to say about their own products. Consumers will now be learning the information about products on their own without relying on the company to give them the information.
Today, it is much more common for businesses to communicate with consumers via email, social media, text messaging and other forms of communication other than face-to-face. While this does take the personal factor out of the selling process, it is a great way to save money and resources, and it frees up time for marketers to focus on other facets of the company.

Consumer culture of convenience in manufacturing

Consumer culture has also changed in the world we live in. Consumers are no longer willing to wait and are impatient. They also know what they want and know how to find it. Most consumers can utilize the internet well and can quickly find the information they need.
For this reason, manufacturing companies are being forced to cater to a culture of convenience. Shipping times and methods must be fast and high-quality ones. The goal is to bring products closer to the consumer so that they are the obvious option when it comes time to make a purchase.
In the world of manufacturing, e-commerce is quickly becoming a huge part of the equation. Manufacturers of all types are starting to realize the impact e-commerce is having on their sales and are adjusting quickly.
These are just a few of the things businesses will want to consider when they are considering focusing on an e-commerce marketing strategy. Learning everything possible about this form of marketing strategy is one of the best ways to ensure a manufacturer is successful.

What is content marketing for B2B and B2C companies?

Content marketing is an incredibly valuable tool. Once you peel away the initial facade of it, it’s actually a toolbox with many many different tools within it, and using the right tool for the right company makes all the difference in the world.

How are B2B and B2C different?

Let’s say for example you want to go and cut a board. You need to use a saw. You’re not going to use a hammer to try to go and cut the board. Well, you could, but it’ll take a lot of work and it’ll look horrible. Using a hammer is not the right solution. The same thing applies to the different types of content marketing solutions that fit within the content marketing toolset.

So let’s start by talking about the differences between B2B and B2C marketing.

B2B marketing is where you are targeting other businesses to purchase your products or services just by the very nature of the target markets. The marketing tends to be very narrow and very focused. So an example would be “How many people are interested in buying this titanium cup maker,” which is a piece of equipment. There’s probably a thousand companies in the country that would be interested in a titanium cup maker. The companies then have an end user audience of millions of people who are interested in titanium cups for camping. So, that’s a really good analogy to use.

In this example, a B2B company is the one that’s making the machine that creates those 10 million cups. A B2C company is the one that’s using the machine to create the titanium cups for camping. So it is very narrow-focused and very targeted. Think of B2C as being broad and one-to-many. The marketing for B2C has a closer one-to-one approach.

What are seasonal and evergreen content?

Let’s take it a step further. B2B and B2C have different target audiences. B2C targets consumers. The types of content that need to be created here from within the toolkit need to be more visually oriented, more video-oriented, and more perishable. An example of perishable content would be the latest fashion that Kim Kardashian wore this week. An example of evergreen content, which is the opposite of perishable content, is “how to make apple pie.”

  • Perishable Content: Matters now but won’t be important in the future. The Kim Kardashian outfit topic, no one’s going to care about it next week. It’s no longer important.
  • Evergreen Content: Information that will remain relevant. You’ll need to know how to make apple pie now, 6 years from now, and even 20 years from now.

Seasonal content can be perishable, especially on the B2C side. Although it is possible to make seasonal content semi-evergreen. An example would be an annual manufacturing MRO trade show that happens every single year. While the content that you create for it could potentially be repurposed, each and every year, you know it’s a seasonal thing.

For B2B, it’s all about educating the potential customer. It’s not about the sizzle; It’s about the substance. So the types of content that are going to be valuable there are going to be long-form pieces of content or long-form blog posts, case studies, e-guides, white papers, and other related content assets. You can also use, though to a limited degree, infographics. The perishable forms of B2B content would include things such as news commentaries as well as press releases.

There is no absolute, one size, fits all. There are pieces of content or types of content that are non-perishable or evergreen that can be used on the B2C side. Likewise, there are perishable pieces of content that could be used on the B2B side. However, the tendencies are that B2C is more perishable while B2B is more evergreen. B2B is more visual and more educational.

How Often Should Your Company Be Blogging?

One of the best ways to help your company make its mark on the digital landscape is to provide relevant, timely content that helps people solve problems. The more helpful you are, the more likely people are to remember your company when they need the services your company provides.
So how do you supply audiences with the kind of content they need to become customers? Blogging is one of the best ways to deliver the kind of rich, relevant content your audiences need and want.
As a general rule, more blogging means more visitors to your website – which means more chances to convert people into customers.
Success likely will not be immediate, simply because blog posts tend to generate more traffic the longer they are published and promoted. Your blogging efforts could take up to a year or more to bear fruit. But if blog posts are providing value to your target audiences, success will come.

General posting guidelines

There’s a lot of confusion around the correct frequency and timing of content for maximum impact. Different industries have different preferences, from how often to blog, to when to publicize on social media. Here are some general guidelines to follow:
Consider what your leads are worth. Blogging requires a significant investment of time and resources. But by blogging more frequently, companies can generate not just more traffic, but higher quality traffic to their websites. If the number of leads your website generates as a result of your blogging efforts does not cover the cost of blogging and then some, perhaps you should scale back your investment.
Blog consistently. Research from Hubspot reveals that companies blogging 16 times per week bring 3.5 times more traffic to their websites than companies blogging only once per week. However, how often you can post will depend on how much time and resources you can devote to this effort. The key is to remain consistent, no matter how frequently – or infrequently – you blog.
Develop long-form content that informs potential customers and demonstrates expertise. Creating long-form content such as e-guides, case studies, and white papers can help generate leads long after they are distributed. This type of content can help customers solve a common problem, demonstrate your company’s industry expertise, offer new industry insights, or a combination of all three. The content can be recycled into numerous pieces of content, from multiple blog posts to social media posts. Depending on your resources, try to create at least one long-form piece of content per year, up to one per quarter.
Post to Facebook once or twice per day. According to this infographic, this is the general rule of thumb for most companies to maximize visibility without over saturating news feeds.
Post to Twitter around four to 15 times per day. Twitter requires more frequent engagement to make an impact. That certainly seems like a lot of tweets!

Posting considerations

These general guidelines have proved to be successful in most cases. However, it’s important to remember that each audience and industry will have its own needs and preferences. Remember: These are guidelines, not rules. To better customize what you offer to audiences, consider the following:
Blog post quality. Focus on blog post quality, and post frequency may not matter as much. As long as you consistently deliver high-quality posts to your audiences, they will return to read them – and they’ll likely bring more new readers with them.
Newsworthy content. Depending on your industry, you may be better served by keeping up with the latest news and trends relevant to you, so you can give your readers your own analysis. This will boost post quality as well as blogging frequency – both of which will help you bring in more visitors.
Competition. Keep an eye on what your competitors are blogging about, and how often. You don’t want to be a copycat – but you do want to keep tabs on what they’re doing so you can get a leg up.

Industry-specific solutions

As we said, each industry is going to have its own needs and preferences. Here are some industry-specific guidelines that work:
This industry has one of the lowest averages for Facebook posts published per week. It is recommended technology companies post no more than 10 times per week on Facebook, following the general Facebook posting guidelines of one to two times per day. Because this industry needs to keep up with up-to-the-minute news and innovations, Facebook isn’t the best place for maximum visibility due to the limitations of the news feed.
Strive to post to your blog 11 times per month or more – companies that shoot for this frequency will likely get three times the traffic than if they only publish once per month.
Nearly three-quarters of manufacturing companies are publishing less than one post per week – but they’re choosing Facebook as their social network of choice, likely because the limitations of the news feed play best with this post frequency. About 60 percent are posting with images, and about half are publishing at least once each week.
Given that manufacturing is one of the last industries to adopt content marketing best practices, by increasing your blogging frequency, there is a greater opportunity and ROI.
Health care
This industry is posting one to three times per week, with up to 66 percent of health care companies posting to Facebook. They’re not posting very often, and that’s likely due to how highly regulated this industry is – so the best place to go for information is the website.
Real estate
Nearly half of companies posting once per week are using images. This is a key stat: Without high-quality images, a potential customer isn’t going to call up with a request to see a home.
This industry is among the most active, posting consistently to Facebook even as post frequency increases. The need to stay constantly engaged is paramount to help educational institutions differentiate themselves among potential students.

Are you looking for help creating and posting content?

Keeping up with the content needs of your industry can be difficult. It can be a struggle to find the budget and/or manpower required to produce the content you need for maximum results.
If you need guidance on the amount of content you need for a successful ROI, Tempesta Media can help. Our industry experts can help you create a content marketing plan that serves your desired audiences and delights current customers. Contact us to learn more.

Generating more customer acquisitions for the manufacturing industry

Manufacturing is on the rebound after the industry’s tough times over the past decade. Manufacturers know they must continually seek new ways to decrease costs, optimize processes and generate leads.
Customer acquisition is a top priority for manufacturers, which is mainly due to the limited pool of potential clients. Manufacturers must fiercely compete to acquire and expand their base of customers.

Tapping into the right audience

How do manufacturers tap into their audience while staying on the cutting edge of an ever-changing landscape? Not long ago, manufacturers utilized a basic mechanization of tasks followed by specialization and the assembly line. Later, automation forever altered manufacturing.
Today, there is yet another revolution as cybersystems, robots, industrial internet, smart factories, and cloud computing transform the industry. And, although manufacturing processes have changed dramatically, two constants still remain: sales and customer acquisition. A manufacturer can make the best product in the world, but it is doomed to fail if the customer can’t find it.
Today, consumers shop and interact with companies across digital channels, and manufacturers must target these customers in real time. More than 100 billion people search Google each month. In 2014, Google identified that B2B researchers, on average, perform 12 searches before engaging with a specific brand’s website.
A manufacturer’s custom marketing program must consist of valuable, relevant and consistent content. This will help attract and retain a clearly defined customer base and ultimately drive conversion and sales. The program must promote a product’s performance, its advantages over the competition and its producer as a trusted authority in the sector. After all, new technologies aren’t only for manufacturing; they are for marketing and customer communication. The intent is to attract a solid and loyal customer base.

Inbound marketing strategy

Identify opportunities and goals. Update an outdated website. Build a robust SEO strategy. Create a comprehensive and focused content strategy. These are all vital pieces to the inbound content marketing puzzle.
An inbound content marketing program will facilitate:

  • Quality leads
  • An increase in sales revenue
  • Opportunities for long-term sales potential
  • Customer loyalty and trust
  • Customer retention
  • Brand awareness

To accomplish their in-bound marketing goals, manufacturing marketers are turning to videos, newsletters, illustrations and photos, podcasts, case studies and white papers, blogs, social media and online presentations to inform and educate their customer base. Then, through research, cost-benefit analysis and which channel produced the most customer leads, marketers can determine which marketing outlet(s) returned the highest ROI.
Take a look at the numbers:

  • B2B companies that published 16 or more blog posts each month saw nearly 3.5 times more traffic than companies that published less than four posts per month.
  • Forty-seven percent of customers viewed three to five segments of content before connecting with a sales rep.
  • Ninety-six percent of B2B customers want content with greater input from industry thought leaders.

Content marketing strategy

About 86 percent of B2B manufacturing marketers said they use content marketing, and more than 44 percent increased the amount of content generated this year over last year. When companies were asked what their top marketing priorities were over the next 12 months, 70 percent said converting leads to customers was their top priority. This is followed by growing traffic to their website (55 percent), increasing revenue from customers (45 percent), demonstrating ROI (39 percent), sales enablement (29 percent) and reducing the cost of acquisition (24 percent). Two percent didn’t know. Companies can accomplish much of this with a compelling and persuasive content marketing strategy.
Another way manufacturers are accomplishing their goals for sales and customer leads is with referrals. According to a report by Cultivate, 62 percent of manufacturers rely on referrals. This may be through product reviews and sharing experiences with others on social media or other digital channels.

Content marketing drives customer experience

But, most likely, the most impactful marketing trend for manufacturing marketers will be a tighter focus on the customer experience throughout the buying process. Concentrating on what customers want and value most can lead to higher revenue and stronger customer loyalty. However, customers’ needs and preferences change over time. Therefore, it is necessary to update marketing content and invest in several marketing channels to understand what works now and what will work into the future.
Companies are likely to generate more customer acquisitions that lead to sales when marketing and manufacturing functions operate in a shared atmosphere of cooperation. They must realize that each has a role to play and a need that must be filled. Tempesta Media, a leader in outsourced content marketing, empowers a company’s marketing strategies with compelling and practical content that drives inbound marketing initiatives and generates customer acquisitions.
Lead generation for manufacturers has evolved beyond traditional methods. Embracing technology to drive customer acquisition will help manufacturers boost market share. Tempesta Media can show you how.

How manufacturers are staying abreast of consumer behavior

Once upon a time, consumers flipped through catalogs and the yellow pages for retail purchases. They browsed through stores like Radio Shack and KB Toys for all their shopping needs. Sadly, the days of renting videos at Blockbuster and walking the aisles at Kmart are long gone. Like it or not, most modern consumers – more than 80 percent – search for products and services on the Internet prior to making a purchase. Some consumers still visit a local Best Buy, but many of them have stopped strolling the aisles. Now they log into Amazon to compare pricing.
Unfortunately, many manufacturing companies haven’t stayed up-to-date with consumer buying habits. Outdated marketing mechanisms, such as catalogs, mailers and brochures are much less likely to resonate with present-day consumers. Now, consumers rely on online reviews and ratings to make purchasing decisions. Case in point, in a recent study by Moz.com, 67 percent of respondents indicated online reviews were “fairly, very, or absolutely important” when making online purchasing decisions. That’s a very high percentage of consumers that trust both good and bad reviews. These consumers use online reviews to form an opinion about a company, reach a decision about a purchase, or commit oneself to a service provider.

Devising a marketing strategy

So, how do manufacturers devise a marketing strategy that will resonate with their customers? After all, finding buyers for a lift truck attachment is much different than marketing a new cell phone to millennials. There are tremendous amounts of demographic information on consumers that can help identify customer market segments and consumer profiles. There is much less information on manufacturing niches. Additionally, this information is harder to acquire and usually requires industrial or manufacturing experience to compile. It’s also fairly easy to advertise the latest and greatest cell phone. Advertising a complex piece of machinery is much more difficult. It can often take months or even years for the consumer to make a purchase.

B2B blogging increases lead generation

Even so, one highly successful form of marketing that has taken flight over the past several years is B2B blogging. It has become one of the best ways for manufacturers to build prestige and introduce products to interested buyers. However, just because a company writes and publishes a blog doesn’t mean customers will see or read it. Blogging must be part of an overall marketing strategy. And just as consumer buying behavior is changing, so are trends in blogging. For example:

  • B2B and business blogging is steadily on the rise.
  • Those companies with blogs tend to receive more leads
  • Blogging frequently tends to be more effective
  • Manufacturing blogs have longer ROI than most other marketing efforts
  • B2B blogging is shown to have considerable SEO benefits and attracts higher quality leads. In fact, websites that offer a blog can have as much as 434 percent more indexed pages. Why is that important? In SEO, providing large quantities of content that search engines use to index helps search engines recognize that your site is a great source of information.
  • Besides great content, blogs that utilize visual content, such as graphs and charts or product photos seem to attract greater numbers of return visitors. One source suggests that blogs with images receive 94 percent more views.

Achieve a rise in conversion rates

It’s a little-known fact that B2B businesses are actually more likely to blog than their counterparts: B2C businesses. This is true in part because there seems to be more of an emphasis on lead generation for B2B companies. Another important consideration to think about is that Millennial consumers trust their peers (and peer reviews) over display ads. This is key because blogs set companies up as an authorities in their industries. A well-written blog promotes the brand and builds, and maintains customer relationships. It can set a business apart from the competition, encourage direct customer contact, and disseminate information to a huge number of people. Companies may even ask authoritative bloggers, especially those with a trusting fan base, to feature product reviews on their blogs. Doing so may drive traffic to the company website and secure sales.
One more very important reason for companies to consider implementing a blogging strategy is ‘conversion rates,’. This is the percentage of customers who browse a site or read a blog that convert to paying customers. Conversion rates provide actual results and show how many people visited the website as a direct result of a blog post. These rates can tell which posts generated the most activity, and which lead to sales. But, it’s important to keep in mind that to accurately track conversion rates, companies must give blog posts, promos, or ads enough time to see real results.

How to incorporate blogging into your marketing strategy

Maybe your business doesn’t have the time or personnel needed to write a customer-winning blog successfully, but you know the time is NOW to add a blog into your overall marketing strategy. Tempesta Media, pioneers in performance content and ROI-driven influencer marketing programs, is eager to help brand your manufacturing business with a top-rated blog that engages your customers, cements your stellar reputation, and drives sales.

A targeted content strategy helps build a better manufacturing buyer

Engineering, logistics, and time-tested processes drive the quantifiable foundation of manufacturer success. However, content strategy also plays a role in manufacturer success.
Marketing strategy leverages data points to reveal niche buyer profiles. This data showcases future customers who are in the research phase of their path to conversion. Previously, less targeted traditional advertising, aimed at too broad an audience. Inbound marketing focuses the message toward users who are actively searching for your services.
Carefully curated content is the core of an effective inbound strategy. Engaging content speaks for your company as the first point of contact. It educates new leads, answers questions and becomes an organic pull strategy that generates new leads at scale.

Inbound marketing content helps you build a better customer

Manufacturing buyers want the best: quality, rates, service. A 2015 Forrester survey found that 74 percent of business buyers use digital media for over half of their research before making first contact with a company, bypassing the awareness stage of the sales cycle to compare value and verify results.
Engaging content positions your organization as a progressive industry leader by educating your customers and fostering better lifetime relationships.
Creating content at scale lowers risk as optimized knowledge permits future personalization, reflecting customizable solutions to competitively innovate.

Content is perfect for long sales cycles

Content strategy speaks to the buyer at each stage of the sales cycle, informing, messaging promotions and supporting back-end Google searches. A variety of content maximizes the opportunity for a right place, right time approach.
White papers, case studies, eBooks and webinars are the most popular content types, supported by a combination of other evergreen and topical pieces. Properly executed, they unite your company voice and messaging by focusing on conversion targeting.
Ultimately, you should build a user-friendly educational hub to house all content for when the buyer needs information. This allows you to build a reputation as an authority in your industry.

Awareness marketing creates better visibility through scalable targeting

Manufacturing has an advantage over other industries where the majority of future business begins in the consideration phase.
Rather than a new prospect challenge, your outbound marketing messaging benefits by targeting a smaller audience, minimizing investment in favor of qualified reach.
Awareness content includes press releases, seasonal campaigns and thought leadership pieces published on a strategic schedule, with efficient distribution based on past buyer response behavior.

Content thrives and excels within the consideration stage

As top manufacturing players separate from the rest, buyers compare key competitor differences to inform their business partnerships. It is to your benefit to provide their education.
Within this comparison stage, listening to the conversation within your industry is vital to content creation. Stepping in at the correct time with the right answer is almost as good as answering a question before it is asked.
When your hub of educational content becomes evergreen, established as gospel, with only infrequent content updates, your investment will continue to pay off and cement your reputation.

Content speeds conversions

Inbound content accelerates the time it takes to close. A thoroughly informed buyer will feel confident in making a decision. If your buyer is already speaking your language and has an understanding of your capabilities and those of the industry, they are prepared to convert.
And through their word-of-mouth recommendations, your investment in targeted content will continue to provide returns.

You already have the digital indicators to inform your content creation

Inherent trackability directs the production of effective content. If you know where to look, you can harvest keywords. Keywords are terms and phrases that drive buyers to your business from a number of existing sources to attract customers.
Web analytics provide keyword data from the terms users enter into the search bar on your site. Similarly, referral traffic categorizes organic searches, indicating terms users entered into a search engine to discover your company. Content site views, bounces, and time on site also color the customer engagement picture.
Hashtags are useful as a discovery tool within social media, specifically on LinkedIn to engage with a B2B audience.
Understanding what buyers will be searching for, when they are looking, and how long they are willing to read turns proper content execution into new business wins. Using this information, a manufacturer could publish a 600-word white paper on how new regulations limit future delivery before they go into effect and establish authority on the subject.

You as the industry authority

Ideally, your content should establish you as a trusted authority within your industry and place your evergreen pieces near the top in future searches.
Further, you can strategically repurpose foundational, quality content to recover investment costs and strengthen your industry authority. The cornerstone content that makes up your educational hub become your brand ambassador if it is well-written and delivers what future buyers need before they ask.

Big content marketing opportunity for manufacturers

The manufacturing and industrial sectors typically lag behind others before updating their marketing strategies. Historically, content marketing was not a priority.
Since the internet’s proliferation, however, the game has changed. Now, manufacturers must engage potential customers to capture their attention. Content marketing is one way manufacturers are successfully reaching potential customers and staying ahead of the competition.

What is it and how it helps

Long gone are the days when manufacturing customers simply looked to the Yellow Pages before making a call. Linda Rigano, director of strategic alliances/marketing development at ThomasNet, says that used to be “a supplier’s ‘magic moment’ – that phone call – because they then had every opportunity to convince the buyer to do business.”
More than ever before, traditional marketing is not effective in targeting hard-to-reach customers skilled in avoiding product pitches. This is why content marketing is an important tool for manufacturing and industrial marketers. Research shows content marketing delivers great success and often costs less to implement.
Unlike other marketing efforts where potential customers are told about a company and its services through promotions or advertising, content marketing is strategic. Relevant and compelling stories about the business are carefully distributed to a target audience.
As a result, the storyteller becomes a reliable source and trusted problem solver. Potential customers are attracted to this clearly defined, valuable, and consistent storytelling and, over time, are driven to the “sales funnel.” By raising awareness, potential customers are poised for action.

Content marketing trends

According to Content Marketing Institute research, fewer than 20 percent of manufacturers surveyed in 2015 reported their organization was effective at content marketing or even had a marketing strategy. That’s starting to change. One year later, at least 59 percent of the same group reported at least some improvement in content marketing.
With more companies participating, it is essential to adopt strong content marketing efforts.
Content marketing is very good at driving traffic to in-person events. In fact, 66 percent of marketers say in-person events are the most effective marketing effort. Content from the event can also be used to drive pre- and post-content marketing efforts.
Like other B2B industries, manufacturers want content marketing to raise brand awareness, generate leads, and acquire new customers. Yet the CMI says there is a disconnect for manufacturers. While they cite web traffic as the primary measurement of content effectiveness, they do not emphasize the creation of “thought leadership” articles or other authoritative content.
Instead, 87 percent of manufacturing marketers use video. This is a great tactic and manufacturing marketers use video more than any other group CMI studies. It is, however, important to be relevant to potential customers, including producing content in a variety of mediums. Manufacturing marketers say video has dipped and is less effective.

Getting started

If new to content marketing, a blog is a great way to educate potential customers and drive web traffic. Studies show potential customers do not want to engage a sales team “until they have done their research on their own and are ready to make a buy decision based on products, programs and prices.”
Consistent new content delivered at least two times a month will make a company a trusted source about services, market trends, timely topics, tutorials, and products.
HubSpot, an inbound marketing and sales software developer, found companies that published 16 or more blog posts per month got almost 3.5 times more traffic than companies that published only one to four monthly posts.
When a blog is done well, it can be very beneficial to a business. Thought leaders drive business forward by sharing their valued opinions and expertise. Of course, experts in their field are occupied by the day-to-day demand for their time. Writing and producing content is a bit overwhelming. Executives who don’t have time to write content can turn to Tempesta Media.
Considering the biggest challenge for executives in manufacturing is to produce enough content and measure its effectiveness, outsourcing is not an unusual practice. Compared with others who produce content marketing, manufacturing marketers outsource content more often. With numerous writers who have expertise in manufacturing, Tempesta Media is always there for you as you embark and continue with content marketing as a essential tool for growth.

Engage an audience online and go beyond self-promotion

Companies should strive not only to distribute great web content but also to engage an audience online. Distributing strong web content is a vital component of doing business these days. Without it, a company website cannot stand out from the competition. And now more than ever, shoppers are looking for more than advertising. They want useful and interesting content that helps them decide how best to spend their money.
It is  important to craft and curate content that is not just about your client’s product or service. Good business blogs do not just talk about themselves and focus on straight marketing pitches. They share a variety of content that will engage an audience with the goal of getting readers to spend more time on the blog and maybe even recommend it to a friend.
There are many ways marketers can indirectly promote their clients through the content its agency distributes.

Noteworthy news

No matter what industry your client is in, there is likely to be a constant flow of industry news available on the Web.  Sharing some of this news with blog readers can boost the your client’s credibility. Consider posting direct links to news stories with a brief blurb presenting the company’s viewpoint on — or analysis of  — what has transpired. Examples of newsworthy types of content might be:

• New laws that directly impact an industry.
• Legal cases that are filed or reached a decision.
• Product recalls.
• Global events that can impact an industry.
• Mergers or acquisitions.

These are just a few possibilities of news ideas, but there are plenty of ways to share noteworthy news. It is a good idea to subscribe to different reliable and non-biased news outlets to keep abreast of what is happening in your clients’ industries. The more you understand the news that affects them, the better content there will be to share.

Industry trends

Industry trends are another way to promote clients without appearing to sell. Your clients’ customers will appreciate being kept up to date on new industry developments. For instance, the tech industry changes fast and new innovation can have a ripple effect on other industries. New industry-specific software, mobile products or other releases are good trends to watch.
Trends can affect pricing, manufacturing costs, marketing approaches (i.e.,  consider how much the social web has changed the dynamics of promotion), or other business processes.  You could share articles on consumer buying habits and demographics, any declines in the industry, or any other type of statistics that relate to your clients’ industries.
Keeping an eye out for current or emerging industry trends is also a great starting point for creating informational content to share. Businesses want to remain competitive and their customers (especially if they are B2Bs) are likely to be interested in related industry trends or statistics.

DIY, “how to” or other informational articles

Customers like it when businesses are helpful. Sharing expertise and tips makes for great blog content and is a terrific approach to indirect marketing. Of course, the type of articles will vary, depending on your client’s line of work. Here are some examples:

• A hardware store chain offers seasonal maintenance tips to their customers, showing them how to avoid costly expenses if these annual tasks are neglected.
• Legal firms can share information on writing wills or other personal legal issues.
• Insurance companies can offer information on home security, ways to lower car insurance or how to protect financial assets.
• A pet food chain can provides recipes for homemade dog treats, tips for adopting a new cat or dog, or share details on other useful pet products not necessarily related to food.
• Doctors or medical facilities can share tips about healthy eating, getting exercise or caring for an aging parent.

Every industry relates to everyday life in some shape or form — be it business or personal. The options are truly limitless. The main thing is to understand your client’s industry and then come up with content ideas.
Tempesta Media is a managed services provider for custom content. We are able to help you with strategy and content ideas for client websites, blogs and other types of digital information. With more than 11,000 vetted professional writers in our network, we can match you with writers that understand specific industries to help you craft original content to meet client needs.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

Get more information on what Tempesta Media can do for you.

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