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Overcome the Challenge of Creating Content for Industrial Marketing | Manufacturing Marketing

Overcome the Challenge of Creating Content for Industrial Marketing

industrial marketing

Find the inspiration to write consistently.

Attracting and engaging interested prospects to your industrial website requires regular creation of information people desire. The current term for this effort is content marketing. By strategically creating information describing your industrial product or process, search engines will rank your site prominently. Prominent ranking typically results in greater traffic. Bottom line: more people know about your company and what you do.

Simple concept, difficult implementation. The typical response when discussing a content marketing program with an industrial executive is “there isn’t that much to say about what we do.” Obviously, I disagree or I wouldn’t be in this business. The challenge is to find pertinent information and provide it in a form which encourages repeat visits. The answer is right in front of you.

Following is my method to find fresh inspiration and share good information:

1. Start a daily reading program.

Read industrial and business heavyweights. Thought leaders within your industrial niche, and more widely in business generally, publish their viewpoints and opinions. Find and digest their thinking. Understanding information well enough to write about it causes a deeper understanding of the topic. While we do the writing for our clients, they provide information they find interesting. This effort benefits the client as much as the person ultimately reading their marketing as the answer to their search.

2. Use technology to bring information to you.

Use a RSS Reader to gather the latest articles published on websites you visit for their thinking. Digg Reader and Feedly are two leading examples. If you can’t devote a block of time daily to reading, a RSS Reader allows you to read interesting articles as you have time. As you build your reading program you will receive benefits beyond your marketing effort.

3. Participate in the media in which you market.

Living in a foreign land encourages learning their language. If your prospects can be found using Twitter, invest the time to see what the heck has so many people using it. To converse with the natives, you need to know their language. Don’t leave it up to other people to decipher what is being said. Gain insight from doing.

4. Don’t judge what you don’t understand.

Approach this new world with an open mind. Each generation in the industrial workforce has experiences which shape how they communicate. Don’t expect your prospective customer to conform to how your message is delivered. Figure out how they expect to view and relate to your marketing message and conform to their preference. The right message delivered in the wrong manner is invisible. It’s not about you.

The inspiration you find will provide benefits beyond industrial marketing messages. Your marketing program will benefit from your greater perspective about your market and the media world around you.

photo credit: mariotto52 via photopin cc

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