Content marketing is one of the most effective and essential tactics in industrial marketing. In fact, eighty-six percent of manufacturers use content marketing.
On average, marketers in the manufacturing sapce use five types of content. The most popular are social media posts, videos, illustrations/photos, case studies and eBooks/white papers.
However, despite the popularity of content marketing, many marketers struggle to continually come up with fresh content to fuel their efforts. That’s why we’ve put together this list of five ideas that could spark your imagination and give a boost to your content marketing.
1. Gather data about what your audience likes
Look through your website, email stats and other data you collect to find out what types of content your audience gravitates toward. What pages do they read the most? Which videos are most popular? What gets clicked on? What keywords do prospects use to find your site?
You might discover that specific posts, pages or white papers are responsible for a lot of your qualified leads. That’s like striking a content marketing goldmine. You’ve found a topic that resonates with your audience. Go broader and deeper into that topic by developing new content around it.
2. Answer five common questions
Work with your sales team to find out the most common questions they get from customers and prospects. Use the answers to create a helpful guide for your target audience.
This can be a valuable piece of content because it is relevant to what your audience is thinking. You can answer the questions as a straightforward Q&A, an article, an infographic or in another content format.
3. Hit the refresh button
Even the best content gets old and stale. Maybe you’ve changed your positioning or upgraded products or embraced new technology. Take a look through older content and refresh what’s out of date to reflect your current situation. Often this will require only minimal resources.
Refreshed content can rise in search engine rankings, helping to extend its useful life.
4. Write and pitch an educational article
Focus on a common customer problem and write an educational article that provides a solution. Target the article toward a specific publication or industry website and pitch the editor with your idea.
An educational article that appears in a respected industry publication or is published on an industry website is an excellent way to build credibility and trust and to demonstrate thought leadership. Include a customer story if possible, with quotes from several sources. Remember to remain objective and focused on the problem-solution approach. Don’t be promotional.
5. Answer the “How to ” question
When your target audience is trying to solve a problem or seek a solution, they are much more likely to begin a search query with “How to . . .” than they are to type your company or product name into a search engine.
You can create a lot of powerful and persuasive content by focusing on the “How to.” For example, each of these topic areas can follow the “How to” model:
- Problem solving guides
- Needs assessments
- Building a solutions budget
- Analyzing potential pitfalls
- Vendor selection
- Readiness assessments
- ROI calculators
Bonus idea: Create dedicated landing pages
To really measure the effectiveness of your content, you should create dedicated landing pages for each of your content campaigns. The pages should be simple and focused on the action you want your prospect to take, whether it’s to complete a form, download a guide, watch a video, register for a webinar or other action.
You’ll find that a well-designed, dedicated landing page can boost the effectiveness of your content by increasing conversions.
Content marketing is going to remain high on the list of marketing tactics. Thirty-eight percent of manufacturers expect their organization’s content marketing budget to increase over the next 12 months. Get those ideas rolling and make sure your budget is well spent.