Key Content Marketing Stats for Manufacturers in 2017
by MGB2B
The Content Marketing Institute recently released its annual report: 2017 Manufacturing Content Marketing: Benchmarks, Budgets, and Trends North America. And the results are promising for manufacturers this year. Many who were stuck are starting to find their way through the world of content marketing. And lots of manufacturers are starting to see results.
Here Are 6 Key Content Marketing Stats for Manufacturers — and What They Mean for Your Business:
- 85% of Manufacturing Marketers Are Using Content Marketing to Reach Their Prospects.
What that means for you: Content marketing may not be part of your marketing plan, but it is likely something your competitors are doing. If you are using content marketing, it’s important that you differentiate your content. The content you are producing should resonate with the audience but also reflect your brand’s strategic positioning in order to accomplish this.
- Of Those Who Don’t Use Content Marketing, 53% Plan to Do So Within the Next Year.
What that means for you: Again, if content marketing is not part of your marketing strategy, 2017 is the year to get it going. Your competitors are likely already on the content train.
- 92% of Content Marketers in the Manufacturing Sector Use Email to Distribute Content.
What that means for you: There are many ways to distribute content, but email is one of the most frequently used. What’s more, manufacturers in particular have success at getting their prospects to open their emails. So having an email program is a must, but it’s also important to know how to do it right. That includes everything from proper segmentation of your lists to intuitive design based on the user experience.
- 63% Proclaim SEM to Be the Most Effective Method for Promoting Content.
What that means for you: Along with email, Paid Search should be among your distribution tactics when you’re ready to put your content out there. It’s an effective way to get new leads — one that can be fine-tuned easily and quickly. You should also consider hiring an SEO Specialist or an agency that can help you with all aspects of Search Engine Marketing — both paid and organic.
- 82% Are Running Print Ads to Promote Their Content.
What that means for you: Advertising in Trade Publications is far from dead. In fact, there are many reasons why you should strengthen your relationship with your trade pub reps. Chief among them — you can score opportunities to promote your content digitally to their lists and drive new leads into your sales funnel.
- 69% of Manufacturers Who Do Content Marketing Attribute Their Success to Good Strategy.
What that means for you: A Content Strategy is one of the most important parts of a successful content program. If you’ve skipped this step, it’s a good idea to go back and make sure you have a plan before you start creating and distributing content in 2017. Make sure your Content Strategy is well-documented so you can measure its success at several points throughout the year.
As you prepare for 2017, Content Marketing is an essential tool to have in your arsenal. If you haven’t already, it’s time to surpass your competitors, and establish yourself as the authority in your industry.
Continue Reading
Why You Should Get to Know Your Industry Trade Publication
by MGB2B
Cultivating relationships is the foundation of any successful business. One of the most underutilized B2B relationships is with your industry’s leading trade publication. Trade publications are narrowly targeted magazines serving a specific field. They usually include editorial content, industry news, and related advertisements. Advertising in industry trade pubs is only the first step. They can also be a very important way to start filling your sales funnel.
You may ask yourself, why should I spend time nurturing a relationship with my sales rep at the trade pub when I can simply email them an order with my print schedule for the year and be done? Because, in the current communication age, trade pubs are much more than the monthly magazine they produce.
Here Are 4 Perks of Cultivating a Relationship with Your Industry Trade Publication:
- Inside Scoop on Last-Minute Deals. After inevitable last-minute cancellations, magazines will often offer premium placements (back covers, spreads, etc.) at deep discounts. Open communication with your sales rep will get you on the short list for these exclusive deals.
- Customized Digital Opportunities. Trade publications host webinars, cultivate a library of native advertising, and send out email newsletters to a curated audience. Discuss your marketing goals with your rep and upgrade your marketing campaign to involve yourself in some of these premium digital options.
- Enhanced Trade Show Experience. Trade publications are at the hub of many industry conferences, networking events, and trade shows. Work with your trade publication to become a leader at the next event, instead of just a passive attendee. (Don’t waste time; here’s how to make the most of your next trade show).
- Editorial Preference. Sales reps are a great resource to help get your most recent press release in the hands of the right person, whom you might not reach otherwise. Also, many trade publications are happy to work with you to publish advertiser-written editorial; all you have to do is ask.
Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B industries, trade pubs — and more specifically, their websites — are the pulse of the industry. They’re also the first place your potential customers will look for current news, trends, and leaders of the industry. Next time, instead of blowing off that networking event or letting your sales rep’s call go to voicemail, take the extra 5 minutes to chat with your contact and reap the benefits of a strong relationship with your industry’s leading publication.
Continue Reading5 Ways U.S. Manufacturers Can Reap the Rewards of Election Season
by MGB2B
As we all know too well, election season is upon us. And whether you’re a staunch conservative, an unbending liberal, or anything in between, manufacturing is an important part of the conversation. In fact, according to Pew Research, the economy is the top issue for Americans in this election. If you watched the first debate, manufacturing came up at least once or twice in the conversation. That’s because, while the U.S. may face obstacles when it comes to manufacturing, it is still one of the most important drivers of our economy.
So how can you capitalize on this?
The key is for manufacturing companies to show Americans what they do for the economy, how they are creating jobs, coming up with new innovations, and driving America forward. A candidate for local, state, or even U.S. office might pick up your positive story and bring it to the public as an example of success (which can be good or bad depending on how people feel about the candidate). And if you’re really lucky, a national news organization may even cover your story.
Here Are 5 Storytelling Tips for Manufacturers during Election Season:
- Blog About It. Brainstorm the ways you contribute to American progress and get a blog post about it (or even a series) up on your website as soon as you can.
- Promote Those Blogs. Once you have them written, distribute your blogs on your social media sites and email them out to your database. Twitter allows you to promote them frequently and use appropriate hashtags so that industry people (and others) will take notice.
- Shop Your Story Out to Trade Pubs. Send a good old fashioned press release to the publications you deal with most, especially the ones who run your ads regularly.
- Shop Your Story Out Beyond Your Own World. A good, human story about the economy is valuable not just to people in your industry, but to bigger news organizations. If it’s a strong story and it’s written well, they might just pick it up.
- Make a Video. Obviously, time is running out to get in on this election, so this may not be an option for you unless you have an in-house team or an agency that can pull off a great video before November. But a video that shows your company’s progress and tells the story about how you are contributing to the American economy can go a long way. And it’s something that can live online long after the election is over. Sending a video to accompany your press release increases the likelihood that your story will grab the attention of news organizations. Who knows? They may even want to use a clip on TV.
You won’t know the possibilities until you try it. So if you truly have a great manufacturing story, and you think it’s time for America to hear it, put it out there. At this point, voters are aching to hear a positive story. You might as well be the bearer of good news.
Continue Reading