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Content Marketing for Manufacturers – 6 Powerful Strategies to Attract Clients

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Updated July 30, 2019
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Content marketing for manufacturers

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If you own or operate a manufacturing company, you’ve probably been taking a very minimal approach to marketing and advertising, as do most other businesses in the industrial sector. The justification for not going full force into advertising your manufacturing services is straightforward: you’re providing a specialized service that most of the general population won’t be interested in. While that’s true, it’s still important to put your ads in front of the relatively small audience that actually does need what your company has to offer.

There are many ways to refine an advertising audience by demographics or within each marketing niche, but regardless of who you’re targeting, distributing content that’s genuinely informative, entertaining, and useful is by far the most effective way to promote engagement and positive brand awareness. Thus, here are six powerful content marketing strategies that manufacturers can use to convert more leads into clients and increase revenue:

Content marketing for manufacturers

1. Use a Targeted Advertising Network

If you’re not taking steps to refine your target audience as a manufacturer, you’re probably wasting ad budget and getting less-than-desirable results in the process. While you might be tempted to only go with the major ad platforms that every other marketer is using, consider the benefits of a more performance-focused advertising network like Powerinbox. As a manufacturer, audience targeting is absolutely essential because only a small portion of the global population will have a need for your services, so you need to take steps to ensure that those are the people you’re pitching to. It’s also important to make sure the network you choose has comprehensive cross-channel and device compatibility.

2. Guest Author on Popular Blogs

If you’re only using contextual ads and other forms of sponsored content to put your brand in front of leads, then you’re not even doing content marketing yet. To be a true content marketer, you need to distribute large amounts of high-quality content around the web. The best way to do that is to contact popular blogs that accept guest posts and pitch your content to them. Often, they’ll let you post the content on their site for free if it’s good enough, or they may request a small sponsorship fee. The great part is, not only do you get to mention your brand and describe your manufacturing services within the post, but you can also insert a link in the article to funnel traffic directly to your home page or chosen landing pages.

3. Find Intersecting Topics & Niches

If you’re only talking about the kind of manufacturing that you do or the services you provide, eventually you’re going to either run out of topics or you’ll be getting into such esoteric information that your content will only be relevant to industry insiders, researchers, and your competition. If you want to appeal to the largest group possible and spread brand awareness for maximum exposure, you need to be creative about the topics and headlines you approach. Look for ways to tie your manufacturing services into trending topics and popular queries within related or similar niches. For example, a company that manufactures pool products could find relevance with an article about yard renovations posted on a DIY or home improvement blog. The point is, you shouldn’t limit yourself or your team to writing only about manufacturing.

4. Leverage Current and Upcoming Trends

Trends are your best friend when it comes to generating huge spikes in engagement and web traffic. Every time you spot a trend starting to take off, have a thorough brainstorming session to find ways to tie that trend into your campaign. Building off the previous example, a pool product manufacturer could take advantage of a summer fashion trend by associating their products and services within an article about pool comfort and safety tips. When you start to understand how seemingly unrelated topics can be tied together in context, the opportunity to capitalize on trends is nearly endless.

5. Create Compelling Ad Copy

Creating an effective ad copy can be a tricky skill to master because you have to cram a lot of convincing into a little bit of space. The best way to improve your ad copy is to continually check the analytics for metrics like click-through rate and conversion rate. If you’re not getting a good rate, you may want to consult with an ad copy specialist to see how to make the wording or presentation of your ads more effective. Make an adjustment and then come back to check the metrics after a few days. By changing and then checking repeatedly, you can start to get an idea for what works and what doesn’t.

6. Practice Ongoing Landing Page Optimization

Finally, if you’re driving a bunch of traffic to your landing pages but you’re still not getting a lot of clients, there can only be two remaining problems: either you’re attracting poorly targeted traffic that won’t ever truly be interested in what you have to offer or your landing pages simply aren’t appealing enough to the percentage of visitors who might otherwise choose your brand over others.

Content Will Always Be the Key to Online Marketing Success

What is content other than an overarching term that’s used to describe words, images, graphics, and videos? Furthermore, what is the internet other than a collection of content? The content of the web can be categorized into two areas: the visible content which web surfers see and digest, and the invisible data and programming code that keeps all of these websites operating. Both of these content types are important, but no other content types are more effective than articles and videos.

Ultimately, most web pages consist primarily of text content. Properly written and placed content has the effect of portraying professionalism and authority. Adversely, poorly written and placed content has the effect of wasting budget and reducing consumer trust in your brand. If you produce a poorly made video, it could be overlooked so long as the rest of your site and brand image is up to par. If, however, you publish a slew of terribly written, erroneous articles, the vast majority of readers will view your brand as makers of spam. Thus, every entrepreneur must eventually face the inevitable conclusion that strategic content marketing is the single most important aspect of any promotional campaign.

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