Content Marketing at the Top of the Funnel for Industrial Companies
Industrial content marketing for manufacturers and engineering companies has become one of the preferred methods for lead generation. Industrial buyers remain in the background for a large portion of their purchasing journey and will only contact the sales department when they are close to a decision. With the large amount of available information online, industrial buyers are in self-serve and self-select mode.
Considering a three stage inbound marketing funnel, it’s important to help prospective buyers at each stage and ultimately lead them towards selecting your product. As such, the top of the funnel is just as important as the last step of converting a lead into a customer.
Top of Funnel Content
The top of the funnel is the stage where you establish a connection with visitors landing on your website. Usually, at this phase prospects are looking for a high-level overview of products or services they might need or are searching for an answer to their questions.
Your goal is to provide as much valuable information as possible to reach a wide audience, while also motivating interested prospects to fill out a form for further communication. Some of the best content types to use at the top of the marketing funnel are:
Blog posts are the most common form of content marketing, as there are no barriers to crafting articles. Moreover, different kinds of blog posts can serve different purposes. In order to entice prospective buyers at the top of the funnel, you should aim for informational articles that break down complex concepts into easy to understand content. Especially for industrial companies, where convoluted terms are used, informational content represents a great opportunity to grab the attention of visitors. Not everyone knows what injection molding is or how the process looks like.
Some topics might need a more in-depth analysis than a blog post can convey. In these cases, an introductory ebook is a great resource you can share with interested parties. For example, an ebook can provide a detailed but easy to grasp look into the benefits, features and processes of a product or industrial process that would be helpful to someone researching the topic.
The products and services you offer aren’t the only things that prospective customers are concerned with. They might have other projects and interests that they are currently working on. Offering insights into a certain topic can help your business stand out in the industry and position itself as a thought leader.
For example, a manufacturer can issue some kind of research or report on customized industrial processes that resonates with potential partners while avoiding self promotion. Moreover, this can lead to additional engagement from customers in areas you might not expect.