The Different Approaches to Content Marketing for Industrial Companies
Content marketing is the most used strategy in digital marketing and with so much information available; it can become hard to know what the right approach for industrial companies is.
Industrial manufacturers, service providers, and distributors might have been convinced of the positive benefits of content marketing but they still don’t know what the right content marketing strategy is for their niche market.
One advantage that industrial companies still have is that many companies have been slow to adapt to the online medium. Specifically industrial businesses are lagging behind in search engine optimization and generating traffic by being in the top search engine results. Having a blog page can be helpful to draw traffic from targeted prospects that have questions or pain points in the specific niche.
If your business is in a specific niche, such as a type of packaging equipment or a specialized engineering service, then there is a major opportunity to generate a lot of organic traffic, as the competition is likely to be very weak.
Blog publishing requires discipline to write and publish often, but when you’re in an industry where few others are doing it, then you can get major results with a relatively low effort.
Thought Leadership Approach
If your business is in an environment where lead generation isn’t as important as reputation-building, then your content marketing should be focused on thought leadership. In this approach, a blog is still very useful, but you might also consider off-site content marketing, such as publishing on LinkedIn, Medium, or another platform with an immediate audience.
In order to build a reputation as a thought leader, establishing subscribership is vital and to some extent will rely on organization leaders contributing. A marketing manager and copywriters can’t build a company into a thought leader; you need executive buy-in and enthusiasm from the C-suite.
Earned Trade Media Approach
Content marketing for industrial companies can also be defined by an earned media PR approach. You can have various media channels that link back to your website. As an industrial company or manufacturer, the sensible approach is get your company covered in a variety of trade publications and online trade media.
Articles and editorials that mention your company’s name can have a positive impact on SEO, and it offers wider visibility to your business or products. This is great for both reputation building and lead generation.