Industrial Content Marketing | Knowmad Digital Marketing

The Benefits of Industrial Content Marketing

A marketing team from any industrial company will benefit from an effective content marketing strategy as much as any other business.

Content marketing allows you to sell to people in the way they want to buy. Work with them how they feel most comfortable, and they will be more open to working with you.
Closing large manufacturing contracts involves multiple touchpoints. Use content marketing to support sophisticated account-based marketing campaigns that have the most impact.
Use real-time data analytics to see which content types work best with specific buyer personas. Refine your marketing campaigns by investing in content that drives success and away from pieces that don't.

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Using Content Marketing to Support Complex Sales Cycles

The scale and scope of many projects that industrial companies often get involved with can mean that they face long, complex sales processes that may take months or even years to conclude. Many stakeholders, such as finance, operations, project management, or engineering staff, will be involved in the decision-making process.

An effective content marketing strategy can help these complex sales engagements by maintaining brand awareness throughout the duration of the engagement. The flexibility of digital marketing tools means they can be used for strategic campaigns and account-based marketing campaigns simultaneously.

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Content Marketing Challenges for Industrial Companies

Marketers in any b2b company continue to come to terms with the changing way that people buy their products and services.

Many years ago, people typically sought information about potential solutions to their business issues by engaging with potential suppliers, whether at events, by reading their brochures, from press articles, or by meeting with their salespeople.

Now, the infinite variety of digital channels means that b2b buyers no longer need to go to industry conferences or even meet with salespeople to get the information they need to make a decision or create a shortlist of companies.

An effective content marketing strategy helps companies engage with prospects in a way that mirrors how these prospects want to be sold to. Creating the right content in the right way can support a range of marketing campaigns, whether it includes a blog post, video content, a whitepaper, a case study, or a business case.

These can be used in social media campaigns, feature in search engine optimization (SEO) initiatives, or in online advertising to support a digital marketing plan that drives the results a business needs from its inbound marketing campaigns.

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Our Process

1

Understand Who Your Buyers Are

Understand who your buyers are. You may have operational buyers, technical buyers, and the economic buyer (the final budget holder) involved. Understand how they make their decisions as a group.

2

Understand Your Audience's Needs

This is the most important point to understand, as you can use this insight to build content – whitepapers, videos, blogs, etc. – that addresses your personas' most important issues.

3

Research Your Audience

Use data analytics to see where they do their research. Is it using Google searches? Do they prefer social media? How much time do they spend researching your website? What types of content do they download the most from your site?

4

Build a Content Schedule

With these foundations in place, you can begin to build your content schedule, which allows you to determine what types of relevant content you need and when.

5

Run Your Campaign

Define your budget, objectives, channels (ex: social media, email marketing, etc) and then implement your marketing campaign.

6

Monitor and Adjust Your Strategy

Use marketing automation to do the heavy lifting of your campaign management and reporting. With those insights, update your campaign to provide more content or resources that your audience gravitates towards.

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Why Knowmad?

Our team of experts specializes in search engine optimization (SEO) and content marketing. Content marketing is a crucial aspect of digital marketing, and it's important to have a strategy in place to improve your content and, as a result, your ranking on various search engines. Whether your website copy needs some tweaking, you need a mobile-friendly version of your website, or you need to improve your overall ranking on search engines, our team can help you get everything perfect.

Since our founding in 2002, Knowmad has been providing top-tier industrial companies with innovative marketing strategies that help them achieve their most ambitious goals. With decades of collective experience in the industry, we have honed our technical expertise and creative skills to set your company apart from the competition.

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