Four Content Marketing Strategies for Industrial and B2B Companies
Content marketing has become one of the most popular online marketing tools, but it’s often difficult for industrial companies to take full advantage of this approach.
Industrial manufacturers, service providers, and distributors often stumble as they aren’t able to find the right balance for their niche. Below is an overview of the top four industrial content marketing strategies.
Blog for Organic Traffic
The advantage industrial companies have is that companies have been slow to adopt online marketing techniques to generate online traffic. Creating and maintaining a blog is a great marketing tool for industrial companies. B2B companies can leverage their expertise to provide guidance throughout the buying journey and answer any questions customers may have.
Especially in specific niches, such as specialized equipment manufacturer or a specialized engineering service, you have a great opportunity to generate a lot of organic traffic with the help of a blog.
Publishing consistently insightful content in an industry niche that few others are addressing will generate lots of traffic even with a small budget.
Building Thought Leadership
If you are in a niche where reputation-building takes precedence to lead generation, you should consider working on becoming a thought leader via content marketing. A blog is still useful, but you may also integrate off-site content marketing, such as publishing on LinkedIn or Medium.
Building an audience as a thought leader will have a positive impact on reputation, credibility, but this approach relies on executives and organization leaders.
Earned Trade Media
Content marketing can be enhanced with an earned media PR approach. You can get links back to your website from a variety of sources. Focus on getting your content on trade publications and online trade media or work together with them to gain coverage for your organization.
Articles and editorials that mention your company can have a hugely positive effect on search engine optimization, and it provides visibility to your company. The critical aspect is to develop strong media relationships.
Highlight Your Past and Present Work
Showcasing the work you’ve done does help to build your reputation and enable visitors to better understand your brand and what it represents. The best ways to highlight your work in content marketing is to publish press releases when you get new projects and publish case studies on the success of past work.
The press releases provide transparency and credibility for what you do and also help to tell your story. Case studies on your website will give visitors a comprehensive overview of everything you can provide.