Article | January 4, 2022
Content marketing for manufacturers has become an essential component of every organization, and the manufacturing industry is no exception. Manufacturers are concentrating more on increasing their presence in both the digital and physical markets. As a result, the content market is seeing a boom as novel techniques are aimed at reaching the end objective of the manufacturing company.
According to PRNewswire, the worldwide content marketing industry is expected to increase by USD 417.85 billion between 2021 and 2025, at a CAGR of over 16%.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
– Seth Godin
Why Is Content Marketing Critical to Your Business's Success?
Helps in the formation of your brand's identity
Enables you to take advantage of organic search results
Performance is easy to assess
Produces leads and attracts ideal buyers
It balances the playing field, resulting in a higher ROI
It enables you to benefit from social shares
It entices visitors to return to your website on a regular basis
Manufacturing Content Marketing Strategies That Work
Recognize the Buyer's Pain Points
Writing amazing content requires knowing your target audience. Knowing your ideal customers helps you generate content that is relevant to them. When your potential buyer visits your website and finds content that answers his or her inquiries, you've already removed one hurdle for your sales staff.
How does your sales team define a good prospect?
Who are they?
What do they do?
Why are they visiting your business?
What is their industry knowledge?
The answers to all such questions influence what and how you write. Once you start recognizing your buyers, you can get the prospect and confidence in your organization to address your buyer’s difficulties.
Do Research on Keywords
Everyone appears to believe that skipping keyword research is acceptable. However, this is not the case. If you want to focus on marketing activities that yield big returns, you need a best manufacturer content marketing strategy backed by solid SEO.
Keyword research is the first step. Use one of the numerous internet keyword research tools to find terms with high search traffic, low competition, and relevance to your manufacturing company's activity. The better your keyword research, the better your content approach.
Create and Schedule Consistently Excellent Content
Writing outstanding content is by far the greatest strategy to increase your manufacturing company's SERP rank.
Hire a good content writer or content strategist who can combine your technical expertise, keywords, and purpose into a meaningful blog, case study, or content offer that gets results. Your material must be good to rank well.
Irregular content, like scattered production, always spells disaster. Having a defined timetable that your audience understands is essential to successful content marketing. Whether you produce material weekly, monthly, or quarterly, a timetable ensures that content is consistently released and updated.
Make Your Content More Visible
Once your content is ready, make your content visible to your target audience. Get your content marketing for manufacturing plan going to promote it in every way.
You're in a tough spot when it comes to content marketing for manufacturers. To stay ahead of the competition, you must constantly monitor the performance of your materials.
Keep an eye on everything you create and promote. Analyze which content form is performing well. Is it a blog? A time-lapse video? Or infographics? Identify your best-performing content so you can develop more of it.
Also focus on the content that doesn't perform well. Consider why that content didn't work for your audience. Is it too hard to rank that post? Is there a better platform or medium for the content? All of these queries must be answered to establish a strong content strategy for your company.
Optimize Your Content Marketing
The lack of industry-specific content marketing tactics is a major challenge for manufacturers. Many businesses use a generic strategy that ignores their particular customer connections, making different types of content marketing for manufacturers ineffective.
As the manufacturing business is a specialized business in any particular area, they also need specific content marketing strategies. Hence, focus on building a unique content marketing strategy that would help you optimize your business reach to your target audience.
General Electric Is Taking the Lead on Social Media
GE has come a long way from its 1892 beginnings. While it has retained basic product streams such as lighting, transportation, and power transmission, the goods themselves have developed dramatically. Social media marketing has become increasingly important as new technology transforms the corporate scene.
GE's Instagram Presence
GE's Instagram feed is an excellent illustration of widespread appeal. GE always shares attractive photographs with full explanations. It recognizes the power of pictures and captures common scenes in fascinating ways.
Utilizing cutting-edge content marketing methods for manufacturing businesses is critical for increasing your business's visibility and reach with your target audience. Ascertain that you select the appropriate techniques to advance your digital and physical presence in the industry. Discover the most effective plan for manufacturing content marketing and change your present marketing methods into more refined and up-to-date ones.
What are the best ways to market a manufacturing company?
The best approaches to advertising any manufacturing business are to concentrate on improving content, email marketing, SEO, press releases, and event sponsorship.
Is marketing vital for manufacturers?
Yes, since marketing opens up a whole new world for manufacturers, and a strong brand helps any business stand out from the competition.
Article | December 6, 2021
Aerospace manufacturing and design are getting advanced with additive manufacturing. However, the limitations of traditional manufacturing techniques sometimes make it incompetent to produce technologically oriented products. Additive Manufacturing (AM)helps the aircraft system run more efficiently by creating lightweight aircraft parts.
This is one of the reasons that additive manufacturing is gaining traction in aerospace and other industries. According to recent analysis and data, the global additive manufacturing market is expected to grow from USD 9.52 billion in 2020 to USD 27.91 billion in 2028. The expanding technologies and materials used in additive manufacturing will indeed stimulate industry growth shortly.
It’s important to note that there isn’t one channel that is the silver bullet. Most of the time, a combination of different channels will help drive a more powerful outcome.”
– Wendy Lee, Director of Marketing at Blue Prism
However, the aerospace industry encounters some challenges with additive manufacturing, which is the focus of this article. Scalability, multi-material capabilities, professional workers, high-cost materials, and quality compliance norms are all constraints that aerospace professionals are dealing with. Here we will discuss the top three challenges of additive manufacturing in aerospace and their solutions.
Future of Additive Manufacturing in the Aerospace Industry
Even though additive manufacturing has been around for a while, it has only lately become advanced enough to be used in the aerospace sector.
In the aerospace business, additive manufacturing has the potential to deliver significant benefits. Cost savings, design freedom, weight reduction, shorter time to market, fewer waste materials, better efficiency, and on-demand production are just some of the benefits.
Although additive manufacturing cannot make every part, it provides an exciting opportunity to explore feasible alternatives, either supplementing or replacing traditional manufacturing processes. However, it must be taken into account early in the development phase. Additionally, knowledge must be embedded in aircraft design teams to ensure the successful use of additive manufacturing.
However, in recent years, AM has become more prevalent in end-to-end manufacturing. According to Deloitte University Press, the future of AM in aerospace may include:
Directly embedding additively produced electronics
3D printing engine parts
Making battlefield repair components
Top 3 Additive Manufacturing Challenges in the Aerospace Industry and Solutions
While problems are inherent in any new technology, experts overcome them by identifying solutions. Let's look at the top three challenges that the aerospace industry is currently facing and the solutions to overcome them.
Lack of Qualified Experts
Using 3D printers in production and automating work processes are skills that are lacking. However, the obstacles are natural, and the skilled manufacturing workforce is aging and reluctant to adapt to new design models. This is creating the skills gaps surrounding manipulating AM technology.
How to Overcome
Less time spent educating employees is better for business. For example, the US National Additive Manufacturing Institute and the European ADMIRE initiative offer accelerated courses via remote learning websites.
Of course, you'll need to provide numerous additive manufacturing opportunities to attract the key technologists, either on-site or off-site. They will oversee new hires' activities and help them translate their knowledge of 3D printing into designs and final items.
Over Budget Material
The typical cost of AM equipment is $300,000. Industrial consumables cost between $100 and $150 per item (although the final price is formed after choosing the material; plastic, for example, is the most budget-friendly option).
How to Overcome
To overcome this obstacle, you must plan a long-term implementation strategy based on the manufacturing-as-a-service model. On-demand manufacturing reduces manufacturing costs and speeds up product development. You can also go with cheap 3D printers that use cheap welding wire that hasjust come onto the market. They cost $1,200 and may suit your needs.
Fresh Quality Compliance Guidelines
As 3D printing and CNC manufacturing technologies constantly evolve, there are no established norms or regulations for 3D printed objects. However, 3D printed solutions do not always match traditional quality, durability, and strength. For example, a 3D-printed mechanical part. Can someone order 500 similar parts a few months later? Consistency standards and product post-processing may have a negative impact in such circumstances. So, in such a case, traditional manufacturing wins over 3D printing.
How to Overcome
You might endeavor to set quality criteria for your 3D-printed products to ensure they are comparable to traditional ones. You can also apply the ANSI AMSC and America Makes standards, which define quality criteria for 3D printed products.
How Boeing Applies Additive Manufacturing Technology?
Boeing is focusing its efforts on leveraging and speeding up additive manufacturing to transform its manufacturing system and support its growth. The company operates 20 additive manufacturing facilities worldwide and collaborates with vendors to supply 3D-printed components for its commercial, space, and defense platforms.
Boeing is now designing missiles, helicopters, and airplanes using 3D printing technology. A small internal team contributes roughly 1,000 3D-printed components to the company's flight projects. Boeing claims that addressing design as an "integrated mechanical system" considerably improves manufacturability and lowers costs.
Additive manufacturing is altering the way the aerospace industry designs and manufactures aircraft parts. Aerospace advanced manufacturing is making aircraft production easier. We've explored solutions to some of the snags that you may encounter. However, other concerns, such as limited multi-material capabilities and size constraints, require solutions, and industry specialists are working on them. Despite these challenges, additive manufacturing is still booming and rocking in a variety of industries.
Why is additive manufacturing used in Aerospace?
It allows the industry to build quality parts quickly and inexpensively. Reduce waste and build parts for aircraft that are difficult to manufacture using existing methods.
How does additive manufacturing help in Aerospace applications?
Environmental control system (ECS) ducting, custom cosmetic aircraft interior components, rocket engine components, combustor liners, composite tooling, oil and fuel tanks, and UAV components are examples of typical applications. 3D printing helps in producing solid, complicated pieces with ease.
Which aerospace firms use additive manufacturing/3D printing?
Boeing and Airbus are two of the many aircraft businesses that use additive-created parts in their planes. Boeing incorporates additive manufacturing (AM) components into both commercial and military aircraft. Airbus also employs AM metal braces and bleed pipes on the A320neo and A350 XWB aircraft.
"name": "Why is additive manufacturing used in Aerospace?",
"text": "It allows the industry to build quality parts quickly and inexpensively. Reduce waste and build parts for aircraft that are difficult to manufacture using existing methods."
"name": "How does additive manufacturing help in Aerospace applications?",
"text": "Environmental control system (ECS) ducting, custom cosmetic aircraft interior components, rocket engine components, combustor liners, composite tooling, oil and fuel tanks, and UAV components are examples of typical applications. 3D printing helps in producing solid, complicated pieces with ease."
"name": "Which aerospace firms use additive manufacturing/3D printing?",
"text": "Boeing and Airbus are two of the many aircraft businesses that use additive-created parts in their planes. Boeing incorporates additive manufacturing (AM) components into both commercial and military aircraft. Airbus also employs AM metal braces and bleed pipes on the A320neo and A350 XWB aircraft."
Article | December 23, 2021
Every manufacturing company aims to be as efficient as possible to maximize profit. However, it's difficult to determine where you stand and what targets to establish unless you can precisely measure your efficiency. Manufacturing KPIsplay an important role in this process.
Keeping track of many indicators without considering their commercial worth is a waste of time.
“Not everything that can be counted counts and not everything that counts can be counted”
- Albert Einstein
But connecting goals to measurements is a certain way to track progress and improve processes. So let's get started with how to choose the most appropriate key performance indicators(KPIs) for your business.
Manufacturing KPI 2022: How to Choose the Right One?
Why are KPIs called “Key” Performance Indicators? While any statistic can be used to assess performance, KPIs are the most critical. Hence they are called key performance indicators. Companies' priorities while selecting their company KPIs may differ substantially depending on the industry in which they operate.
“Strategic-operational KPIs alignment gives the organization a powerful tool to use when implementing change.”
― Pearl Zhu
A corporation should not track more than ten manufacturing KPIs to avoid overblowing processes. So, manufacturing efficiency, customer satisfaction, lead times, etc., should all be included.
Depending on your business nature, you must select your KPIs. However, each of those indicators must meet a set of criteria before being considered meaningful.
So, what is a decent KPI for manufacturing?
It gives objective and clear data on progress toward a certain goal
It measures efficiency, quality, punctuality, and performance
It allows for tracking performance over time
It helps in decision making
It should be the one that matches the company's long-term objectives
It has to be measurable and quantifiable
It must be realistic and actionable
Following that, let's have a look at the most important manufacturing KPIs for 2022, which will assist you in better understanding your manufacturing business and formulating a growth strategy in line with that understanding.
Most Critical Manufacturing KPIs in Order of Priority
Despite the fact that manufacturers should also monitor general key performance indicators (KPIs) such as sales revenue, net profit margin, and so on, the manufacturing business demands the tracking of specific manufacturing metrics. Below are some of the most important manufacturing key performance indicators (KPIs).
Using this manufacturing KPI metric, you can see how much value there is in products still in progress. It assists manufacturing organizations in determining how much of their working capital is locked up in incomplete products and can aid in identifying supply chain managementdifficulties.
You can compute the Work-In-Progress (WIP) by using the formula provided below.
Return on Assets
This manufacturing KPIseems to be more about financing than manufacturing. Yes, it does. However, financial measurements are just as vital as production ones. A firm cannot exist unless it generates revenue, and this indicator measures how efficiently your company uses its assets and generates revenues.
The Return on Assets (ROA) of your company can be calculated using the formula below.
Cost Per Unit
It is critical to understand the overall manufacturing cost per unit. You can't appropriately price a product without it. This manufacturing KPIdivides total manufacturing costs by the number of units produced. Materials, overhead, depreciation, and labor are standard costs.
Companies utilize this manufacturing statisticto forecast future raw material needs to satisfy client demand. Unfortunately, this statistic is more challenging to employ because it is mainly dependent on unpredictable external circumstances. The basic formula is:
The seasonal factors are distinct
Average demand is calculated as:
A company's lead time, also known as order cycle time, is an important KPI. It shows how swiftly your organization processes orders and meets client requests. It is time it takes to complete an order from confirmation to delivery.
Long lead times can imply process inefficiencies that produce bottlenecks and excessive expenses. Conversely, short lead times are important since they allow you to respond to consumer needs swiftly and efficiently.
The total lead time can be divided into smaller segments as follows:
The time it takes to manufacture a product from start to finish
The time it takes to deliver a product from stockto a client
The time it takes suppliers to deliver products to manufacturers
By segmenting the lead time, you may more precisely identify the areas where inefficiencies in the process occur.
Toyota’s Four Key Performance Metrics
As a company, Toyota places a high focus on environmental protection. Toyota's vehicles are designed to use less fuel and produce less waste.
Regardless of the company's size, Toyota is committed to protecting the environment. Toyota's 'Earth Charter' was created in 1992 as part of the company's Global Policy initiative. It was Toyota's first overseas facility and the UK's first ISO14001-certified car manufacturer. Waterborne paints were utilized for the first time and zero waste was sent to landfills. In 2009, Toyota Manufacturing UK did not use any incinerators.
Toyota has developed a set of key performance indicators (KPIs) for each of its major production areas. There are four key performance metrics: energy, water, waste, and volatile organic compounds (VOCs).
Since its start in 1992, Toyota Manufacturing UK has attempted to mitigate its environmental impact. The figure below illustrates the environmental KPIsfor the Burnaston plant. Each year, Toyota sets new goals to improve its results.
79% reduction in vehicle energy consumption
62% reduction in waste per car
76% reduction in VOC emissions per car
79% reduction in water consumption per vehicle
You can use the aforementioned manufacturing KPIsto construct your manufacturing KPI template, but keep in mind that the manufacturing metricsyou need to track may differ from those listed here. The first prudent move any business can make while examining its operation is to identify and track the relevant KPIs. Also, in manufacturing, there are several different KPIs, phrases, and abbreviations need to be understood and used where it makes the most sense.
What is manufacturing KPI?
A manufacturing Key Performance Indicator (KPI) or metric is a well-defined and measurable indicator that the manufacturing sector uses to evaluate its performance over time and compare it to that of other industries.
What are the key KPIs for manufacturers?
On-Time Delivery, Production Schedule Attainment, Total Cycle Time, Throughput, Capacity Utilization, and Changeover Time are some of the key manufacturing KPIs.
Article | January 19, 2022
Manufacturing branding is a relatively recent trend that is gaining traction in the manufacturing sector. Brand marketing is important for manufacturers in a variety of ways, including increasing business revenue and establishing product credibility within their target consumer group.
82% of people feel better about a brand after reading personalized content.
94% of customers are inclined to develop a relationship with a brand that is completely transparent.
13% of consumers would spend 31-50% more on your products or services if they believed your business was making a positive difference in the world.
In this article, we will look at the advantages of branding to a manufacturer as well as how brand manufacturing may be established.
What Difference Can Manufacturer Branding Make?
"A brand is a voice, and a product is a souvenir"
-Lisa Gansky, an American entrepreneur, writer, and speaker
Your Name and Work Will Be Publicized
Branding is the process of enriching your products with a visual, linguistic, and conceptual identity that differentiates them from competitors. Ideally, factory branding would help you reach out to your potential clients by making them aware of your company's name and becoming familiar with what you do.
Brand Marketing Builds Emotional Bonds
Manufacturing branding is more than merely developing an image in the minds of your customers. It's about telling a story that strikes a chord with them.Once you've defined your message and the motivation for developing your products, customers will be able to connect with you more easily.Relatability is critical in an era of ever-changing trends and consumer behavior. Your clients will simply switch over to another firm that provides the same service and fosters a sense of belonging. The emotional value of your manufacturing brands should not be underestimated.
Building Trust Is Easier with a Strong Brand
A manufacturing brand that wishes to remain in business for the long run will communicate with its customers. The customers understand that you would not connect or share your story unless you intended to grow with them. However, this strategy works only if the factory branding is well-executed and demonstrates its authenticity. Modern customers can easily notice dishonesty or the use of a phony character.
Increase of Distribution Channels
Working on your manufacturing branding will help you expand your sales. Just make sure you have the necessary tools to sell via different channels. Creating a memorable brand doesn't merely attract customers. It will also assist in attracting potential distributors who may otherwise be reluctant to be your distributing partners. Your ability to negotiate quality agreements with resellers and reps will increase when your manufacturing brand is well-known. It simplifies their lives and saves them money on marketing.
This is a domino effect issue. More distributors mean more exposure for your business, but a delicate balance must be maintained. Your personal connection with clients may be lost if you abdicate brand responsibility. So, provide superior customer service to maintain a connection with your customers.
Profit Margin Is Increased
A strong manufacturing brand will allow you to sell at greater prices. People will be happy to pay for a quality brand that they can trust. But what would really set you apart from the rest is if you could beat private companies at branding. Private brands are the house brands of shops and huge resellers who offer cheaper copies of your goods. Customers should be able to tell the price difference between a factory brand and a private brand.
"You can’t build a reputation on what you are going to do."
– Henry Ford, the founder of the Ford Motor Company
How to Build an Effective Manufacturing Brand?
Identify Your Intended Audience
Identifying your target demographic is the first step in intentionally building your brand. You can build a buyer persona of the typical user of your product or by analyzing your current consumer base. Consider their age, gender, industry, occupation, education, interests, etc. To grow your brand and market your products more effectively, you need to create a buyer persona.
Conduct Competitor Analysis
Following that, it would be advisable to analyze your competitors' brands. In various markets and with companies in general, there are many brand features that are unique and widely utilized, and it would be counterproductive for a corporation to highlight those elements. For example, many B2B companies take pride in their product quality, reliability factor, and personal touch. When everyone is highlighting the same brand qualities, you will need a unique approach to stand out.
Developing a Central Theme
A brand's central theme acts as a pillar. It summarizes your company's principles and objectives in a single statement, or perhaps one word. It's a lot simpler to come up with marketing ideas and campaigns that connect with your company's philosophy and seem like a part of the brand.
Developing Your Brand's Individuality
Now, imagine your brand as a person, considering the preceding phases. You may gather every piece of information possible. The more specific you are, the more solidity your brand identity will have.
Brand themes may help you develop your brand's personality and story. Using themes, you may classify individuals and fictional characters based on a common set of personality qualities. These are commonly used in psychology and marketing.
Creating a Visual Brand for Your Business
Finally, create a visual illustration for your organization. This includes producing unique logos that represent your company's beliefs, selecting colors, designing your website and blog, and everything that can be related to visualizing your corporate brand.
Get familiar with geometric and color psychology, look at what prominent brands and other firms in your industry have done, and get on board with a good graphic designer to create the materials.
Best Channels for Manufacturers' Branding
Many businesses utilize social media, blogging with SEO suggestions, and email newsletters to boost their online presence. Content is the most important consideration when adopting these marketing methods. Hire good specialists to assist you in
understanding your buyer's persona and developing buyer-centric content to capture their attention and generate potential leads for your business.An active social media presence enables you to increase the number of followers on your social media sites and reach millions of people via these platforms. Furthermore, you can start weekly newsletters to keep your subscribers updated on the latest developments, campaigns, and how you're working to develop the best goods possible for your target groups.
Effective branding for manufacturing is what you need to increase your company's popularity and demand in a competitive market. Once you've established yourself as a known brand in your sector, you may pursue manufacturer branding, which is used by many well-known manufacturers such as Ford, Nestle, Coca-Cola, and Apple. Use the above-mentioned techniques to create your own brand and stay ahead of the curve in your industry.
What are the four elements of branding?
A successful brand requires a strong brand identity, brand image, brand culture, and brand personality, all of which must be present.
What is the manufacturer’s brand?
A product that has the manufacturer’s name on it or is used to market and sell the product.
What is manufacturers’ label?
The manufacturers label provides name and address of the manufacturer or distributor and relevant hazard warnings.