Automation, outsourcing, and incredibly efficient systems make manufacturers often work on razor-thin margins to provide a quality product for their customers. Many manufacturers are still facing an uphill battle when it comes to knowing the impact of creating a content marketing strategy that actually saves money while increasing leads.
Content is a controllable, scalable and predictable marketing tactic to find and engage customers. You will be able to build long-term relationships and increase predictable ordering while decreasing customer acquisition costs.
What makes a winning content marketing strategy?
Knowing your customers is one thing, but predicting their behavior as they make a decision is another. Crafting personas provides direction for all content creation and campaign development. A persona is a semi-fictional character that is identified to represent your target market. These profiles will assist with writing unique content that is specific to the solutions they are seeking.
When you understand what your personas, you have the fundamentals necessary for creating remarkable content.
Storytelling and Dialogue
Storytelling and dialogue are necessary parts of your marketing voice, even if your business is manufacturing commodities with no obvious story on the surface. Storytelling helps potential customers see what makes your process or product unique; white papers and case studies show how your business saved money or increased shelf-life or use-life, and other positive results for customers.
Dialogue helps potential customers understand how your manufacturing will help their business meet their goals. Creating a content marketing campaign for manufacturing starts with asking and answering two questions: who are your customers, and what does your product do for the consumer?
Your content is an extension of your brand. The goal is to be consistent in your voice and tone while being specific to your target personas. This creates authority in the digital world and will organically build trust within the industry. Many businesses fall short with defining their brand identity simply because they do not have consistent, original content to publish.
The amount of content you produce and distribute will keep your business in the forefront of the conversation should provide useful resources. This is your opportunity to show the market that your business knows the issues and can provide the solutions they are looking for to make a purchasing decision. Effective content will build your brand and increase customer loyalty.
Content creates a communication system that engages leads and converts them into brand allies and even fans of your business. For example, DJI, the drone manufacturer, uses their digital video platforms to provide unique content that their distribution channel partners then share with their customer base as part of the lead-up to any new drone release.
Each type of end user and customer of a manufacturing business is often reached via different means, and an effective content marketing strategy will reflect that. Organic search, digital advertising, social media, email marketing, referral or paid media are content distribution channels that will promote your content to your target personas.
Each channel is utilized differently by your personas. This is where a comprehensive digital strategy will benefit your need for content marketing. The way your personas interact with your content across different channels will help improve the quality and consistency of how you develop your brand through content.
If you are seeking to establish your manufacturing brand as something unique in a world full of manufacturers, please contact us to discover what content marketing can do for your business.