Industrial Marketing Content: Ideas To Continue Success After Your First Campaign

Investing in original, quality content creation is essential to website success and high-quality lead generation. If you’ve completed your first content marketing campaign and are looking for more industrial marketing content ideas to take your lead generation strategy to the next level, check out the below tips.

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Use Google Search Console And Google Trends For Content Ideas

Using a data-driven approach is key to upgrading your content marketing strategy for lead generation. If you’re partnered with an industrial marketing agency, they will likely use Google Search Console to inform you about the health of your website and if there are any loading or security or server issues. The longer you use the Search Console, the more helpful it becomes for content creation. The amount of information Search Console collects over the first year of use can be used to optimize rankings of current webpages and find new key terms your visitors are using during their online searches.

Think of Search Console as an insight into your customers’ heads. You’ll be able to gain a deeper understanding of the type of content they’re looking for and the challenges they’re experiencing. 

Google Trends is a free tool that gives you insight into buyer needs too, by helping you understand the relative popularity of a search term over time. It will help you plan seasonal demand, understand geographic trends and new markets, and provide trendy content ideas. If you’re a manufacturer targeting local buyers, you can use Google Trends to find terms that people are searching for within the area you’re targeting and create content using those keywords. 

Content Brainstorming Sessions

Remember the value of a human connection. Team brainstorming sessions are a great way to get inspired by other people and gather a broad range of creative ideas. Brainstorm ideas with your entire company — from your shop floor workers to your customer service representatives. And that's okay if you don't have a large team to bounce ideas off of — you can still create great ideas with one other colleague. You’d be surprised how many new ideas you can come up with when you bring more people together collaboratively.

Diversity is key to new ideas. Gwynne Shotwell, President and COO of SpaceX says, "If everybody in the room looks the same, thinks the same, came from the same university, had the same background, they’re gonna come up with the same answer." 

Invite members who have no previous familiarity with the project, as well as the direct project team to get extra input. Including people who don’t have any preconceptions about the project incorporates fresh perspectives and creative ideas — just be sure to outline the parameters before starting the session.

Once the brainstorming session is underway, keep the following items in mind:

• Use fun activities to get people engaged and their creative juices flowing
• Motivate your team by asking "why." Help your employees understand the purpose of what you're asking and that they're doing important work
• Be open to any and all ideas — you never know how something can be incorporated into the overall plan or inspire another concept
• Find things that really “light a spark” — they’ll seize people’s interest and inspire people
• Write down everything either on a whiteboard, paper, or electronically on your computer to make sure you record all ideas discussed; these can be referenced later for future projects or for backup ideas and even shared for new inspiration on other projects
• Don't forget about your audience! Think about the challenges of your B2B buyers, procurement managers, and engineers. This will help you create quality, engaging content they're looking for.

We did a little research for you. Get started with the below information about B2B buyers:

• • [Report] 2021 Industrial Buyer's Search Habits Survey Results
  • [Q2 2021 Stats] Most Sourced Industrial Products & Services
  • [Custom Report] Which Companies Are Searching For Your Services Right Now?
  • Blog: Persona Targeting - The Three Most Influential Buyers In Manufacturing

By understanding how to meet the needs of your buyers, you can better position yourself as a trusted partner to earn their business with the content on your website.

TranPak is a manufacturer & distributor of standard & custom plastic pallets, bins, liquid containers & cases. Christian Ueland, TrankPak President, wanted to become more visible to the right people: relevant purchasing agents and other industrial buyers ready to place an order.

Comparison Industrial Content

Think about the materials or processes and the machinery or equipment used together. Google a keyword that pertains to what you do and add “vs.” — for example, ESPE Manufacturing created a blog “Is There A Difference Between Blanking And Punching?” The post now ranks #1 on Google for the keyword search “blanking vs punching.”

Comparison content is great for any user doing their research on how best to complete their projects. Aim to create content that clarifies commonly known processes, while strategically anticipating search user intent. It’s important not to bad-mouth a competitor in these types of content pieces. Instead, highlight the subtle differences or the processes or materials and note where each may be applied. It's key not to favor one over the other, especially if you’re a manufacturer that offers both services or processes. Comparison content should be educational in tone, instead of competitive.

Industry-Specific Content

Create content about the specific industries your manufacturing business caters to. This type of content strategy incorporates long-tail keywords, like:

• Metal stamping for aerospace
• Cable assemblies for medical devices
• Injection molding for the food & beverage industry

See how Star Label Products created content on how their manufacturing capabilities solve industry-specific challenges. They have guides on custom cosmetic labels, custom beer labels, household products, etc. Think outside-of-the-box — the manufacturing industry is so vast and expansive that it’s found everywhere. There are many creative opportunities for you to tell your manufacturing brand story.

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