Creating content has become the cornerstone of many marketing strategies. In fact, 93% of marketers in the B2B space use content as a part of their strategy.
Needless to say, publishing high-quality content can help businesses attract leads and convert them into customers. However, as a manufacturing business, you’ve probably noticed that creating content isn’t as easy as it seems. That’s because the manufacturing industry has some unique qualities that should be considered when coming up with a content strategy.
If you’re interested in learning about some of the things you should keep in mind when creating content, we’ve got the information you need. Here are some of the ways content marketing for manufacturers is different from other industries.
Manufacturing Products Can Be Difficult To Understand
A good piece of content is able to clearly communicate information to its audience. However, that can be a bit more challenging in the manufacturing industry because the products tend to be very complicated.
When creating content it’s important to keep your audience in mind and make sure that you’re producing content that will be accessible for them. For example, if your target audience consists of people who don’t work in your industry, you’ll need to be more mindful of the terminology you use.
If people find that your content is too difficult to digest, they will probably go get their information elsewhere instead.
This is one of the reasons you’ll want to consider utilizing different kinds of content. Videos and infographics may work better than blog posts when it comes to sharing information on certain products.
Researching Information Can Be Challenging
Research is usually the first step in the content creation process. The last thing you want to do is publish content that you can’t find any concrete information to support. However, finding information can be tough in the manufacturing industry.
As you build out your content marketing strategy, keep in mind that finding information can be difficult so you’ll need to plan accordingly. You may have to think outside of the box to figure out ways to conduct research and find the information you’re looking for.
Manufacturing Isn’t Usually An Exciting Industry
Let’s be honest, manufacturing isn’t as fun as some other industries which means that your business won’t be able to rely on the entertainment factor when it comes to content marketing.
This simply means that you will have to get a little more creative in order to make sure that your audience stays engaged. The best way to do this is to ensure that you’re creating content that matches what your audience is already interested in.
Conducting keyword research allows you to learn what kinds of words and phrases your audience is searching for. If your content is able to answer your audience’s questions or address their pain points, you won’t have to worry about them being bored.
Readers Are Really Looking For Expert Level Information
When it comes to content marketing for other industries, trying to find ways to sell to the audience is usually one of the main goals. This, however, isn’t really the case with the manufacturing industry.
When people are looking for manufacturing content, they are typically doing so because there’s something they want to learn more about. They aren’t necessarily looking to be sold to, although they will ideally purchase something from you in the end. As a result, they are expecting expert level knowledge.
If your business is able to establish itself as an authority, this will build trust with your audience. Once that trust is there, people will be more likely to spend money with your company.
Buying Decisions Can Take Longer
In the business world, people tend to like things to happen extremely quickly. In reality, though, that isn’t always possible. Sales in manufacturing can take longer than other industries. This is partly because purchase decisions in this industry require several people.
As a business, it’s essential that you understand your buying cycle so that you can come up with a content marketing strategy that makes sense.
When creating content, think of the different steps in the buyer’s journey and be aware of the types of content people are looking for at each stage.
Don’t Let These Differences Discourage You
Since content marketing for manufacturers requires a special level of understanding, many businesses don’t even bother. For that reason, focusing on content marketing can really help differentiate you from your competitors.
Working with a professional to build your strategy can help ensure that the differences in your industry are being addressed. Here at Local SEO Search, we have experience working with businesses like yours and we take pride in helping our customers reach their marketing goals.
Contact us today to set up a free consultation to learn more about our business and what we can do for you.