Many industrial marketers today use content marketing to connect with their audience, increase visibility, and generate engagement opportunities. Robert Russotti, senior director of online marketing for the American National Standards Institute (ANSI), recently presented ten ideas at the Industrial Marketing Digital Summit that you can incorporate into your content marketing efforts.

Whether you’re an experienced content marketer or just getting started, you will find Russotti has a practical perspective on content marketing that will help you take the next step. If these concepts are new to you, Russotti recommends that in order to find the time and resources for content marketing, approach it first as an experiment— see how it goes and find out what happens. As you begin to see results, Russotti thinks you’ll also manage to find more time to devote to content marketing.

  1. Multiply exposure. Russotti uses Disney as an example for the way the company has maximized the exposure of Disney characters through film, theme parks, merchandising, print, online and other outlets. You should think the same way in terms of your content assets. In how many ways can you use your content to multiply exposure?
  2. Take stock of your content. You probably have access to a lot more content than you realize. White papers, industry stats, people on the move, customer testimonials, product information, newsfeeds, events, training, FAQs, how-to videos and even job postings. Take stock of all the content that your audience could be interested in and make an effort to multiply its exposure.
  3. Be clever. Combine practical and creative thinking to enhance your content marketing efforts. For example, Stihl, a maker of outdoor power tools, has a YouTube video on how to fell a tree. The automobile brand Camaro produces community generated content and photos through car owners. NASA created a Twitter account for the Curiosity Rover, tweeting when it arrived on Mars. ANSI records events and seminars and posts them to the ANSI YouTube channel, which Russotti says delivers videos faster than the company’s own servers and allows users to subscribe to the ANSI channel and be notified when new videos are posted. What clever or creative ways can you come up with to produce and distribute content for your company?
  4. Use common sense. Applying common sense can help you make intelligent content marketing choices. For example, would you rather email one colleague about an interesting news item you came across or post it where an entire community can benefit? Would you rather write a free blog post or pay for a press release. Is it better to bring people to your website every day or find the same people and more on social networks where they already are?
  5. Make use of social media. Social media is one of the best ways to market your content, as well as to access and distribute relevant content produced by others. You can write your own posts, blogs, and tweets. You can also link from your social accounts to interesting articles, follow other industry leaders on Facebook, re-tweet, and participate in conversations in your community.
  6. Get your share. By this Russotti means don’t miss out on relevant traffic. He suggests discovering the search terms that bring traffic to your competitors, and then generating content around those terms to help you get your share of traffic.
  7. Claim authorship. If you have a Google+ account and a blog, link them together. Your picture can appear in search results, which lends visibility and credibility and therefore more clicks. This tactic can help you build an individual’s thought leadership credentials.
  8. Defend what is yours. You likely have a specific set of keywords that are relevant to your business. Use Google to find out what sites rank well for those keywords and then look for related searches at the bottom of search engine results pages. To defend your turf, develop content around these terms and distribute it through your content marketing efforts.
  9. Analyze the impact. There are a wealth of metrics and statistics available to track your content marketing efforts. Choose the ones that are most relevant for you: visitors, page views, length of visit, search rank, inbound links, follows, re-tweets or others. ANSI also makes use of IHS GlobalSpec’s statistics that display the traffic generated from GlobalSpec, top service and product categories, industries that view ANSI content, click-throughs on advertising campaigns and more.
  10. Share results. Content marketing is a team effort and you should share your results and progress with others, including web developers, marketing colleagues, sales, customer service reps, executives, suppliers, ad reps and others who have a stake and interest in your content marketing efforts.

Russotti’s entire presentation from the Industrial Marketing Digital Summit is now available for viewing on demand.

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What has worked for you in your content marketing efforts? What tips and ideas would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

One comment

  1. Adding to Robert’s ten practical ideas is the need to precisely define your customer audience with as much information as you can possibly generate. Talking to unknown audiences is a shot in the dark. Before writing any content, know who it is you’re talking to to develop compelling content.

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