How A Manufacturer Can Be Known, Liked, Trusted and Preferred
According to Engineering360.com, engineers prefer digital content, like what can be found on your existing website.
A recent study by IEEE Global Spec and Trew Marketing identified the types of content that engineers prefer, as well as where they go to get it.
And here is where the engineers prefer to go to find information:
The current use of content marketing by manufacturers is examined in Manufacturing Content Marketing: 2018 Benchmarks, Budgets, and Trends — North America from Content Marketing Institute and MarketingProfs (sponsored by IEEE GlobalSpec).
Highlights
An overwhelming majority (86%) of manufacturers report using content marketing.
The average proportion of total marketing budget that is spent on content marketing = 22%.
Most manufacturers (84%) plan to maintain or increase their content marketing budgets next year.
But there’s lots of room for improvement — only 14% of manufacturers characterize the success of their content marketing approach as “very or extremely successful,” although 55% report being “moderately successful.”
One of the biggest reasons for the lack of breakout success is that only 19% of manufacturers have a documented content strategy.
And there’s one other elephant in the room that’s especially problematic for manufacturers trying to use content marketing to generate more awareness, leads and sales — their product.
Chapter 6 — Manufacturers Have a Product Problem
Chapter 6 — Manufacturers Have a Product Problem
- Executive Summary — Are you a manufacturer looking for more qualified leads?
- Chapter 1 — The World Is Flat — Worldwide Manufacturing Trends
- Chapter 2 — How A Manufacturer Can Grow in A Flat Market
- Chapter 3 — Why Traditional Sales and Marketing Is Less Effective for Manufacturers
- Chapter 4 — The New Rules of Sales and Marketing for Manufacturers
- Chapter 5 — How A Manufacturer Can Be Known, Liked, Trusted and Preferred
- Chapter 6 — Manufacturers Have a Product Problem
- Chapter 7 — Manufacturing: Selling Through A Distributor
- Chapter 8 — How Much Should A Manufacturer Invest in Marketing?
- Chapter 9 — Manufacturers: Getting Started with Modern Lead Generation
About the Author — Douglas Burdett
About the Author — Douglas Burdett
Douglas Burdett is the principal and founder of ARTILLERY, a business-to-business (B2B) manufacturing marketing agency. He is also host of The Marketing Book Podcast, a weekly interview show featuring bestselling business authors and named by LinkedIn as one of “10 Podcasts That Will Make You a Better Marketer.” Prior to starting his own firm, Douglas worked in New York City on Madison Avenue at ad industry giants J. Walter Thompson and Grey Advertising. Before starting his business career, Douglas served as a U.S. Army artillery officer, then earned an MBA.