Challenges of Content Marketing for Manufacturers

Sep 4, 2019

Content marketing is an incredible opportunity for building your company’s network and attracting loyal customers. Manufacturing is an industry that has opportunities for amazing growth through creating high-quality content—original, readable, reliable, and engaging content. However, manufacturers have unique challenges when engaging with content marketing. This blog dives into challenges of content marketing for manufacturers and introduces tips on how to use these challenges for the advantage of your manufacturing company.

Challenges of Content Marketing for Manufacturers

Challenge #1: Lead conversion

Transitioning from content marketing to lead conversion can be a difficult hurdle to clear. This is because content marketing’s focus is not on immediate lead conversion. Specifically, content marketing’s purpose is to inform, engage, and connect with consumers—not to create conversion at first click.

However, a long-term effect of content marketing is conversion from informed consumers into purchasing customers. Through concentrated efforts in content marketing you’ll attract a client base that will purchase. In addition, faithful content marketing will improve SEO, which in turn attracts a larger audience of interested consumers. To work on building lead conversion, just keep creating applicable content consistently.

Challenge #2: Many people involved

In the manufacturing industry, purchasing decisions are usually made by more than one person. This means that some of the people involved in the purchasing decision have not yet engaged with your content. This poses a unique challenge to content marketing—how to get those making the decisions to see your content. In addition, since your goal is to get more people in a company to see your content, the content should be appealing to a varied audience.

If you can get your content through the levels of decision makers, this multiple decision maker setup creates an opportunity for content that can be appreciated by all kinds of employees. This means that your content should be engaging to entry-level employees and CEOs, manufacturers and designers, purchasers and marketers. To do this, create content that is designed well. Specifically, legible fonts, high-quality images, and clear formats will be appreciated by whoever is looking at your content.

Challenge #3: Long sales cycle

The long processes involved in manufacturing can create a sales cycle that takes a long time. In some cases, the sales cycle can be a year or more. This presents a unique challenge to content creation. Over the time of the  sales cycle, because your potential customer is following along with your content, being faithful in posting is especially important. This is because sporadic posting might give the impression that your company is not on schedule.

Keeping content applicable and updated will help with engaging potential customers for the entire sales cycle. In addition, keeping up-to-date and consistent builds your company’s credibility. In effect, it shows that you are consistent and diligent in your work.

Challenge #4: Complex content

Manufacturing content needs complex information. For example, infographics explaining complicated manufacturing processes can be helpful for your consumers. However, breaking this information down for all levels of interested parties (see above) is difficult.

This blog post about creating high quality content emphasizes clarity. Focusing on logical organization of ideas, bulleted lists, informative headers, correct grammar and spelling, and clear style helps all your consumers to understand your content. As always, put yourself in the shoes of the consumer and ask yourself if the content is easy to understand and follow.

Challenge #5: Measuring ROI

Content marketers in all business circles have a similar challenge. This challenge is how to measure the Return on Investment (ROI) of the content marketing practices. Manufacturers have an even tricker job with the addition of long sales cycles and multiple decision makers to take into account. Your company might ask for an update on what the effect of the resources put into your content marketing budget have been. To answer their question, you’ll need to understand content marketing’s impact. 

To measure content marketing’s impact, first define your target audience and detail your content marketing plan. Getting specific with these two aspects allow you to evaluate your efforts. With your target audience and content marketing goals in mind, research whether you’ve reached the consumers you wanted to, how many of them you reached, and what their actions were after interacting with your content. After time progresses, you can use this information to evaluate the number of leads or conversions you’ve attracted. This process facilitates your ROI investigation.

Content marketing matters for growing your manufacturing company’s connections, marketing impact, and overall reach. For more information and specific marketing strategies for your manufacturing company, contact us at RedMoxy.