Key Content Marketing Stats for Manufacturers in 2017

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content marketing stats for manufacturersThe 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.

 

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B2B Monday Myth: We Don’t Need an SEO Specialist

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B2B SEO Help

The Myth: My Company Is All Set — We Don’t Need an SEO Specialist.

The Truth: SEO Is More Important Than Ever (And May Entail More Than You Realize).

SEO has long been an important strategy for the success of B2B websites, but it has evolved quite a bit over the past few years, and continues to do so at lightning speed. Which means working with an SEO Specialist or having one on your team is imperative.

Here’s How B2B SEO Help Can Get Your Website in Shape (and keep it that way):

  • They Know the Google Game. As of right now Google takes into account hundreds of different variables when determining how you rank in search. It goes way beyond keywords. An SEO Specialist knows the ins and outs of how Google evaluates content, credibility, site architecture – everything.
  • They Can Help You Stay Ahead of the Game. Google changes. A lot. The rules of SEO change more often than the weather in New England. Even if you’ve read every book on SEO and think you’re an expert, those resources will soon be old news. An SEO Specialist may not know Google’s exact algorithm changes, but they will know how they affect your search engine results and make the appropriate changes to keep your site completely up-to-date.
  • They Can Help You Avoid Costly Mistakes. Just because you thought to add SEO doesn’t guarantee effective results. In fact, your brand can get heavily penalized for using tactics like:
    • Artificial Backlinks
    • Stuffing Keywords
    • Unrelated Keywords
    • Cloaking
    • Duplicating Content
  • They Have the Right Weapons. There are many resources to help you develop an effective SEO campaign. But you may not be aware of all of them. Advanced analytics programs offer features that Google Analytics may not. Keyword research tools give greater context, as well as extra insight into relevance, competition, search volume, and other factors. An SEO expert invests in the most crucial software to build SEO and know how to use them effectively.

Since SEO reaches buyers when they are looking for the products and services you offer, it’s something B2B marketers cannot afford to get wrong. It can make the difference between you getting the sale and your competitor getting it. An SEO Specialist or the right marketing agency can deliver search results that will improve the success of your business down the road.

 

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Why You Should Get to Know Your Industry Trade Publication

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advertising in industry trade pubs

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:

  1. 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.
  2. 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.
  3. 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).
  4. 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.

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