Content is a valuable currency in the relationship between industrial marketers and their target audience of engineers and technical professionals. As marketers, you must work to acquire the contact information of prospects, and the way to get your audience to provide their contact details is to offer them something of value in return: relevant, helpful content.
As an essential part of their buying journey, engineers seek content to help educate them and to make more informed, intelligent decisions. By providing high quality content such as white papers, how-to guides, infographics, e-books, technical articles and more, your company can become a trusted resource to potential customers and be in better position to win of their business.
The vast majority use content marketing
Marketers in the B2B space already know the importance of content marketing—88% are already using it, according to joint research conducted by the Content Marketing Institute/MarketingProfs. These marketers use an average of 13 content marketing tactics. Their top tactics are social media, case studies, blogs and e-newsletters.
Industrial marketers are slightly behind other B2B marketers: 63% of industrial marketers use content marketing, as reported by the IEEE Engineering 360 Industrial Marketing Trends Survey. If content marketing isn’t part of your marketing plan, you should add it for 2017.
Content marketing goals and budgets
While lead generation (85%) and sales (84%) top the list of content marketing goals, objectives are varied and also focus on awareness and engagement (Content Marketing Institute/MarketingProfs). Seventy-eight percent state that lead nurturing is a content marketing goal, 77% seek brand awareness and 76% want to increase engagement. Few other marketing tactics have the power to help marketers achieve such a broad range of goals.
On average, 28% of an organization’s total marketing budget (not including staff) is being spent on content marketing. Fifty-four percent of industrial marketers are planning to increase their spending in content marketing.
Content challenges remain
Content marketing is a popular and proven tactic, but it is not without challenges. Marketers report struggling with producing a variety of engaging content on a consistent basis and measuring the effectiveness of their content. A lack of resources is also cited as a challenge.
Content creation tends to be resource intensive, requiring planners, writers, editors, designers and production specialists. Plus, you constantly have to come up with fresh ideas for content and you must understand what your audience will find interesting, helpful and relevant. Add these challenges to all of your other marketing responsibilities and you might consider seeking outside help for your content marketing efforts.
Are content marketing services right for you?
Many agencies, media companies and freelance consultants offer content marketing services. Some only write. Others design. Others strategize. But if you really want to overcome content marketing challenges, gain time back and earn a return on investment, you should probably consider turnkey content marketing services from a trusted media partner.
Make sure that your partner offers the following:
• Deep knowledge of your target audience and experience in your technical field. If you have to allocate too much time and energy getting a partner up to speed on your market, products and services, you might as well do the work yourself.
• A full stable of experienced writers, editors, designers and production experts that can produce compelling content in any format, from videos and e-books to white papers and infographics.
• The knowledge and expertise to develop an effective content marketing plan, distribute the content so that it gets into the hands of your target audience and provide reports showing the effectiveness of your content and marketing efforts.
To further advance your content marketing efforts, download the complimentary white paper: “Content Marketing for Industrial Marketers: Establish Thought Leadership, Build Brand Awareness, and Drive Engagement Opportunities.”