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Effective Content Marketing Strategies for Manufacturing Companies

Effective Content Marketing Strategies for Manufacturing Companies When you purchase through links on our site, we may earn an affiliate commission.

In a recent survey by the Content Marketing Institute, 72% of marketers agreed that content marketing for manufacturers has become more important over the last year alone.

Yet only 32% of manufacturing marketers reported having a solid content marketing strategy.

Now is a great time to turn the odds in your favor by designing a winning strategy that can set your company apart from the competition. We’ll help you get started with a breakdown of everything you need to know to create a strong manufacturer content marketing plan from the ground up.

Developing a Robust Content Marketing Strategy for Manufacturers

As with many great endeavors, successful content marketing for industrial companies begins with creating a solid plan. Content marketing for manufacturing is an inbound marketing strategy that works by attracting the right leads to your company with helpful, valuable content.

As opposed to traditional sales pitches, inbound marketing involves guiding potential leads through different stages of what marketers call the buyer’s journey. Understanding the goals associated with each can help you hone in on which stage of buyers you want to target with each piece of content.

Awareness: This is the stage where potential clients are beginning to become aware of a problem they want to solve. Your goal here is to help them put their finger on it by discussing different pain points that your company can help them address.

Consideration: By the consideration stage, the buyer has nailed down their problem and is on the hunt for the best way to solve it. This is where you can really focus on highlighting why your company has the best possible solution.

Decision: The decision state is where leads go to become customers. Your goal here is to make it as easy as possible for them to take the next step, whether it be scheduling a sales consultation or making their first purchase.

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Understanding Your Audience

Content comes in a wide variety of different formats, from blog posts and videos to webinars and case studies. But the key to any great piece of content is thoroughly understanding the audience it’s intended to attract.

A buyer persona is a helpful marketing tool that combines all the characteristics of your ideal target audience into one fictional character. The ability to visualize your audience makes it a lot easier to personalize your content, which HubSpot research reveals can increase sales by up to 94%.

Personas for manufacturing content marketing

Before we get into how to create personas, it’s important to understand that there’s no need to stick to just one. It may be helpful to create multiple personas for leads at different stages of the buyer’s journey, which we’ll discuss more in the next sections.

With that in mind, creating personas for your manufacturing content marketing strategy largely comes down to asking the right questions. Create profiles that answer things like:

  • Is your buyer persona an individual customer or a company decision-maker?
  • What are their general demographics, such as age range, industry, values, etc?
  • Where do they get their information online?
  • What problems or pain points is your company in a unique position to solve?
  • What type of questions or concerns might they have about making a purchase?

If you’re looking for a tool to help walk you through the process, check out HubSpot’s free persona creator.

Content Types and Formats

Understanding your target audience and how far they are along the buyer’s journey can go a long way toward helping you choose the right types of content to create. For example, if your company sells products directly to consumers, then you’ll want to use Business to Consumer (B2C) content marketing practices.

If your clients are other businesses, however, you’ll draw on Business-to-Business (B2B) tactics. For example, B2C content marketing for manufacturing companies often utilizes formats like:

  • Display ads: Paid display ads are great for generating brand awareness. They allow you to serve ads to specific groups of viewers whose online search histories indicate an interest in the type of solutions you offer.
  • Videos and blog posts: Both are awesome formats for sharing your expertise with customers in the consideration stage. Just remember, the goal isn’t to sell yourself – it’s to offer helpful information that earns trust and establishes you as an industry authority.
  • Social media: Social media is an excellent place to boost brand awareness and engage with current and potential customers. Often these interactions can even help you generate great topic ideas.

B2B manufacturer content marketing tends to be more fact-based. Your audience isn’t just looking for a solution – they’re looking for the best possible solution. While it’s perfectly fine to use the same topic formats as you would for a B2C, it’s important to come up with content topic ideas that are more educational and informative.

You might also consider using formats such as:

  • Thought leadership articles and expert guides: Both of these formats come with several all-in-one perks. They allow you to offer readers value, build trust, and establish industry expertise.
  • Case studies and white papers: Landing a new major client often requires convincing multiple stakeholders that your company’s solutions are the best in the industry. Don’t be shy about backing up your claims with facts and figures.
  • Webinars and videos: Webinars are a great way to show off your expertise and spread awareness among a larger audience. Videos can be an equally handy way to give virtual factory tours or demonstrate how your products work in action.


Content Promotion and Distribution

Determining the right channels for your content can be just as important as the content itself. In most cases, the best approach is to map out an omnichannel strategy that targets your audience on different platforms.

A great website is the cornerstone of content marketing for manufacturers everywhere, so make sure your company’s site is on point. It’s also worth establishing a solid social media presence on the most popular platforms among your target audience.

Rest assured that a little trial and error is not uncommon when it comes to nailing down the right channels. Tracking KPIs over time can be a great way to help determine the value of different channels and hone in on the ones where you enjoy the most success.


Hopefully this has helped give you a better idea of how content marketing for manufacturers works and how to leverage it to your company’s advantage. Just be sure to remember that quality is just as important a component in content marketing as it is in product manufacturing. Engaging the content marketing services of experienced professionals can help ensure you get the best return on your investment.

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