Manufacturing companies focused on content marketing in 2017

If you are an automobile manufacturer and some specific components aren’t available in your country, what will you do? You will search online. And if you are the seller of those components in some other country, how will the buyer find you? They will find you through your online presence, which may be a website, blog, or even an ad. When the buyer clicks the link, he might not know you are the leader in your industry. All they know is that Google rated you on top of the search results. This is where content marketing comes into the picture.


Content marketing is the practice of creating and distributing content that is interesting, informative, and helpful to potential customers. Quality content then directs those customers back to your brand website, where you can capture leads and sell products.

As per the 2017 Manufacturing Content Marketing report from the Content Marketing Institute, there is a 72% increase over last year in the percentage of manufacturing marketers who have a documented content marketing strategy. This indicates that manufacturers are now taking steps towards achieving content marketing success, which begins by putting the strategy in writing. Other key takeaways from the report are:

Manufacturing organizations are more committed to content marketing

38% of manufacturing marketers are very committed and report more success with content marketing for their organizations. This means that marketing professionals in manufacturing organizations are getting more efficient at producing higher-quality content for their target audience. And 19% have been very successful with their organization’s overall content marketing approach.

Improved and documented content marketing strategy

This year has seen a 72% increase in companies which have documented their content marketing strategy. Once documented, the success rate automatically increases. Moreover, documenting the strategy helps get buy-in from the whole team and this results in measurable goals with a plan to achieve them. And as 30% of marketers rate the effectiveness of their content marketing strategy as much more effective this year compared with last year, the results are visible.

Manufacturing marketers are gaining expertise

With 56% of respondents considering their content marketing maturity level either sophisticated, mature, or adolescent, as opposed to young or still taking its “first steps”, it is clear manufacturing marketers are becoming more proficient at creating content and distributing it to their target audience by leveraging email, print, and social media. The most important organizational goals for manufacturing content marketing in 2017 will continue to be brand awareness, lead generation, and engagement.

Here’s how you can leverage social media in sync with content marketing to get better results online.

What are you doing to promote your manufacturing business online? Share with us.

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