Content Marketing for Manufacturers: 7 Ways to Power up your Business Digitally

ANUSREE BHATTACHARYA | March 18, 2021 | 978 views
There have been rising examples of manufacturers doing impressive things with content marketing to scale up their business.  Manufacturers have been slower than others in different industries to adopt the practice of content marketing. CMI’s annual survey indicates that 59% of manufacturers said their organization’s approach to content marketing was more successful than in the past. And 82% of them attributed that success to excellent content creation.

The pandemic has enabled manufacturers to shift their marketing strategies and invest in online content creation. Yet, many manufacturers are still struggling due to the pandemic.

If you are among these B2B manufacturers struggling with content marketing, you’re not alone.

Let’s face it. Content marketing is crucial if you want to grow your manufacturing business. It’s undoubtedly one of the most efficient ways to connect with B2B buyers searching for manufacturing solutions online. Ignoring this strategy means losing leads to your content-savvy audiences. So, whenever you are ready to embark upon content marketing strategies in your business, there are a few things you need to know to get in full swing. This blog breaks down all the tried and tested strategies to help you power up your business.

Before that, take a sneak peek into how content marketing for manufacturers is working today.

Content Marketing in Manufacturing: Recent Stats

Here are the top areas of content marketing for manufacturers, where estimations are significant in terms of investment in 2021.
  • Content creation: 76%
  • Website enhancement: 73%
  • Social media engagement: 47%
  • Event (digital, hybrid, or in-person): 42%
  • Content contribution (organic/unpaid): 39%
  • Content contribution (paid): 37%
  • Content marketing related technologies: 27%
  • Earned media (PR/media/publications): 20%
  • Others: 2%                                                    
As per a new research by Content Marketing Institute, 70% of manufacturers have modified their targeting/messaging strategy.

60% have altered their editorial calendar.

And, 57% have put more resources towards social media or other online communities.

Content creation and website enhancement are at the top of different areas of content marketing for manufacturers. Manufacturing marketers are considering optimistic results with their content marketing efforts. According to a report, 30% of manufacturing organizations have been successful. And 61% of them are indicating moderate success.

Through the above figures, it's understood that content marketing will remain an essential tactic of B2B digital marketing strategy. But you need to stick to what works to keep your audience's attention, and then, you can generate revenue for your business.

Stick to What Works

In content marketing for manufacturers, there’s plenty of precedent for what works. This should serve as welcome news for you when the notion of business overhaul daunts you.

Keep in mind, your business’s website does not need to infuse tons of novel features or overly designed factors. Instead, it should offer visitors and audiences unique options about your brand. They should get what they’re looking for an appearance that builds trust, an experience that converts visitors into loyal customers, answers their questions and addresses their pain points. All these factors empower visitors to make decisions. 

This blog breaks it all down into six easy steps to understand how the entire process of content marketing should be regulated. And you will be able to take your business to the next level.

Step 1: Conduct an In-Depth Keyword Research

In content marketing, keywords are search terms that are picked up by search engines. After you type, the keyword entered shows related results. Manufacturing companies must strive to optimize their digital content to rank at the top in search engine result pages. So that implementing an effective keyword strategy drives higher-quality traffic to your website and creates valuable conversation opportunities. To do this, here are some tips you can follow when implementing a keyword strategy.

Think of keywords as a way to connect "human" searches (terms your audiences or visitors use when they search online) to the vast library of digital content. So, start from the human side.  What are the primary areas you want your business to be known for? What are the buzzwords that are critical to your industry? What might your target audience be searching for your solutions?

For instance, a 3D printing manufacturer might include keywords such as rapid prototyping, 3D printing market, enterprise 3D printers, 3D printing applications, and more. Then, think about the pain points of the target audience or customers. Include 'problem-driven, 'benefits-driven, 'usage driven' keywords. By doing this, you can create a long list of a manageable set of priority keywords.

Now consider the algorithm side. How will you show your viable search terms in search engines? In this case, start by entering professional words in search engines to get a sense of what other competitors are doing. Then, research deeper using tools like SEM Rush. It will tell you the most important keywords ranking on search engines.

Further, if you find little or no reported search volume for your keyword, broaden it slightly. Or use an alternate angle of that keyword phrase. If a search term is too broad and the difficulty level is too high, try making that keyword more specific. This way, you will create intent-based keywords, which will clear all challenges in manufacturing content. 

Step 2: Develop a Written Strategy

CMI research has consistently shown that compared to 33% of complicated content marketing strategy for manufacturing, only 10% of marketers have documented the initial phases of their content marketing strategy. Apart from this, approximately 32% have a verbal strategy, 47% plan to have a strategy in the coming month. Whereas 11% have no plans to develop a content strategy.

These figures show that manufacturers’ written documented content marketing strategies are one of the most crucial parts of creating successful content marketing tactics. Even if you’re on the verge of starting, formulate a content marketing strategy and write it down. The pages of the plan will benefit over time. The important thing is to document a starting point.

Step 3: Create an Editorial Calendar

Creating an editorial calendar may sound complex, but it’s not. Mapping an editorial calendar will help you set content marketing ideas and goals for the future. It offers an at-a-glance marketing roadmap, which will help you formalize your keyword findings into actionable ideas and ideate for other marketing activities. This includes social media posts or email newsletters to be created quarterly.
                        
Strategically, your editorial calendar can also help you plan details of your monthly blogging modulation, content types, and target publication dates. Doing this will help you determine various types of content for manufacturers.   
 

Step 4: Incline Heavily on Subject Matter

Sometimes, even with a generic topic in mind, you may still have a few compelling cases or finer points to mention in your content piece. So, why not take help from your team of experts?

In cases like this, speak to the team that manages your customers and sales representatives to industry-related partners and experts. Also, conducting interviews with them and considering how your company has helped them through an industry challenge can be an excellent source for your content creation.

Following these steps can generate a plethora of new content ideas. Questions like, what problems do they face? What questions are they asking? Which mistakes do they see most? Are there any industry obstacles they face? These are all considerations, to begin with. Remember, to ensure that your content marketing offers a helpful solution, and you must first relate to the problem.

Step 5: Get your Content Production Process in Order

A survey mentions that only 20% of manufacturing marketers felt that their organization’s rate of content creation is either good or excellent. CMI research shows this as a challenging part for content marketers in the manufacturing industry. The good news is that as an organization grows with content marketing, project flow improves. 37% of manufacturing marketers say that the project rate flow has been excellent because of content marketing.

To improve your content marketing activities in manufacturing, you need to develop valuable processes to scale and create content. If you don’t prioritize the process, you’ll struggle to make strides. This shows the value of content marketing for manufacturers. For which, they need to scale their business to survive in this challenging time.

Step 6: Observe the Content Competition

As stated, you always want to Google your content topic ideas to see what else comes up. The goal is to write something better than what is out there.

Have you noticed that the same few competitors always seem to appear in manufacturing-related searches? That’s no coincidence. They are your content-savvy competitors who are likely stealing the lion’s share of online traffic using the right strategy. By doing this, you can find the holes in their strategy and capitalize on them.

The Future of Content Marketing for Manufacturers

  • Here are some stats from a recent analysis of content marketing for manufacturers.
  • 65% of manufacturing marketers say their organization is much or moderately successful with content marketing than their past years.
  • 48% of manufacturing marketers have a small (or one-person) content marketing team that serves the entire organization.
  • Content marketing is a massive investment in time, resources and dependent on your staff size and dollars. In the end, by having the right strategy for it, the ROI can be huge.
  • A manufacturing business leader, Kardex Remstar saw a 40% surge in business growth with the help of the content marketing and digital strategy team for its global website    

Before you start with content marketing, make sure you consider these starter steps. This   will ensure that you invest your time and money in content marketing strategies that truly work. There has been a substantial surge in content marketing investment in the industrial manufacturing landscape. So, getting ahead of the curve online will be instrumental to your success. Ensure that your content marketing is operating as efficiently as your manufacturing floor!

Frequently Asked Questions


What is content marketing?

Content that is strategically approached and distributed in different platforms like social media, third-party blogging websites to reach out to the right target audiences comes under content marketing.

How content marketing for manufacturers is crucial?

Content marketing for manufacturers owns greater importance. Practicing it, the marketing manufacturers can easily target and attract their potential buyers by creating informational content, a responsive website, and an excellent social media presence. 

How content marketing for manufacturers can be powerful?

Content marketing for manufacturers can be powerful by following the three Ps: Punctuation, Polish, and Power. Marketing has evolved that now focuses on advertising and design to grab the audience’s attention, interest and creating a call to action.

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Vinatech is a supercapacitor manufacturing company which has international sales and distribution networks.

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Legenday Starts Supplying Silicone Products to 3C Industry

LegenDay | November 28, 2022

Today, LegenDay started supplying silicone products to computers, communications, and the consumer electronics industry (3C Industry). This comes after LegenDay adopted a range of silicone product manufacturing technologies such as extrusion, injection molding, Overmolding, compression molding, and multi-shot injection molding. LegenDay will supply silicone parts to 3C industries, including Bluetooth headsets, phone parts, headphones, Wi-Fi accessories, mouse pads, gamepads, case sleeves, phone holders, and multimedia players, among other components. During this first phase, LegenDay will support small and OEM businesses in the 3C industry. “Rethinking performance, reliability, safety, and performance makes silicone the best material in consumer electronics, At LegenDay, we strive to create the future by supplying the best silicone product to the 3C industry – whether small or large silicone products. We are a partner you can trust.” -Frank, Marketing Manager LegenDay. Silicone rubber is a breakthrough in the 3C industry. Its soft-to-touch feeling, exceptional durability, flexible design, best chemical resistance, temperature tolerance, and eco-friendly features make silicone rubber the best for consumer electronics products. LegenDay continues to partner with product developers alongside manufacturers and reputable brands in the 3C industry. About LegenDay: LegenDay designs and manufactures silicone products for home and industrial use. Based in China, the company has invested in advanced silicone products manufacturing technologies such as silicon extrusion, co-moulding, Overmolding, multi-shot, and clean room injection molding. With continued innovations and research, LegenDay remains a market leader in silicone product manufacturing.

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MANUFACTURING TECHNOLOGY

Acerta Analytics raises $8M ($10.4M CAD) to improve manufacturing quality in fast-changing automotive sector

Acerta Analytics | November 28, 2022

Acerta Analytics, the leading provider of advanced analytics solutions that leverage machine learning and artificial intelligence (ML/AI) to turn complex product data into actionable insights, has raised an $8M ($10.4M CAD) Series B round. The funding will be used to accelerate Acerta’s mission of providing actionable insights that improve product quality and operational efficiency in precision manufacturing globally. BDC Capital’s Industrial Innovation and Thrive Venture Funds led the round, with participation from existing investors OMERS Ventures and StandUp Ventures. Acerta helps automakers like Nissan and suppliers of complex vehicle parts such as Dana dramatically improve quality in their manufacturing processes and support early defect detection, making them more efficient, helping them reduce scrap and rework and avoid shipping defective parts that lead to costly recalls and brand damage. Acerta’s LinePulse platform uses machine learning and artificial intelligence to help companies leverage their data for actionable insights into vehicle part production. Results suggest that using Acerta’s LinePulse platform can lead to a reduction of 30% or more in rework rates, which can result in multi-million dollar savings on a per-plant basis. "Automotive manufacturers are facing increasing challenges as the industry moves towards electrification with more sophisticated sensors and electronics in every vehicle model. Acerta provides a platform that manufacturers can leverage to ensure they’re delivering high-quality products to market and maintaining brand reputation.By applying our advanced analytics on their complex data, automotive suppliers and OEMs can reduce scrap in their plants, thereby raising margins and increasing throughput. We help them achieve higher operational efficiency so they can make better day-to-day decisions. Manufacturing issues contribute to approximately one third of all early in-field vehicle breakdowns, but they are especially problematic for new EVs. Given the number of costly recalls and subsequent brand damage that EV makers are seeing, companies are investing in new digitalized production lines that are poised for the value that Acerta provides.This fundraise will help us add even more value to our core platform, LinePulse. We plan to expand our team to ensure we put our next-gen solution into the hands of more manufacturers." -Greta Cutulenco, CEO and co-founder of Acerta Acerta’s solutions drive significant improvement in manufacturing quality. We’re thrilled to support a company with such an inspiring vision for bringing AI and advanced data analytics into precision manufacturing. The time is right for this innovation, and we are very confident that this team will deliver, said Joseph Regan, Managing Partner, Industrial Innovation Venture Fund at BDC Capital. "We are excited to support Greta and the Acerta team in their next phases of growth. The company’s suite of SaaS solutions for precision manufacturing is already transforming the automotive and transportation industries and receiving strong market validation. We know that there is a lot more to come" -Michelle Scarborough, Managing Partner, Thrive Venture Fund at BDC Capital. After a difficult few years in the automotive industry due to the global pandemic and supply chain issues, manufacturers are doubling down on new production lines and the sector is anticipating that demand will recover strongly, especially as a new generation of EVs comes into production. A greater focus on local production in Europe and North America is also re-shaping the industry, as increasingly manufacturers look to safeguard global supply chains. Acerta currently operates in Canada, the United States, Europe and Japan. It will use the Series B funding to expand its customer base in North America and Europe, while strengthening ties with leading OEMs and automotive suppliers. Acerta’s customers are involved in producing complex parts for all types of vehicles. About Acerta: Acerta Forged from industrial experience and driven by data science, Acerta assists precision manufacturers to take their digital transformation beyond manually crunching sensor data. Our ML/AI-powered software services enable companies to make the right decisions fast, optimize production, and improve product quality. We translate complex product data into actionable insights. Founded in 2017, Acerta Analytics Solutions Inc. is based in Kitchener, Ontario, Canada. About BDC Capital: BDC Capital is the investment arm of BDC, Canada’s Business Development Bank. With over $6 billion under management, BDC Capital serves as a strategic partner to the country’s most innovative firms. It offers businesses a full spectrum of capital, from seed investments to growth equity, supporting Canadian entrepreneurs who have the ambition to stand out on the world stage.

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MANUFACTURING TECHNOLOGY

Reell Precision Manufacturing Introduces the SJ500 Spherical Joint with Multi-axis Position Control

Reell Precision Manufacturing | November 25, 2022

Reell Precision Manufacturing, a world leader in innovative small package motion control, is pleased to introduce the latest addition to its popular SJ Series of multi-axis friction hinges, the SJ500. The SJ500 is Reell's largest spherical joint hinge. It is available with torques from 4.0 - 8.0 N-m, making it ideal for positioning today's larger monitors and display devices, as well as industrial applications and many other components requiring precise multi-dimension position control in the industrial, medical, office, and consumer electronics marketplace. All Reell SJ Series hinges have the capability to swivel from side to side with a 60º range of motion, tilt back and forth with a 60º range of motion, and rotate with a full 360º range of motion. They utilize Reell's patented SphericalTorq™ clip technology to perform consistently for a life of 50,000 adjustments. All SJ models have a durable glass-filled molded nylon housing and black finish, presenting an attractive and stylish appearance, while the all-metal shaft, ball, and torque elements are manufactured from nitrided and hardened steel for durable performance. Global Product Line Manager Jim Brown is excited about the introduction of the SJ500. "The SJ500 expands the capability of our popular SJ platform with increased torque options for larger applications. We can now provide our easy adjustment, smooth feel, and secure holding power to a wider range of customer applications in lighting, monitor mounts and industrial equipment." AboutReell Precision Manufacturing: Reell Precision Manufacturing provides high-quality innovative solutions to transmit torque, control angular position and protect delicate components from excessive force. Combining the world's most precisely controlled torque technology with the industry's most experienced engineering team, Reell provides a perfect product fit for customer application. With facilities on three continents, Reell's responsive global customer service and world class manufacturing ensures exceptionally easy ordering and on-time delivery.

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