Set Goals For Content Marketing

Goals for Using Content Marketing In Manufacturing

Content marketing in manufacturing has been slower to adopt but based on the results of the Content Marketing Institute's 10th annual report on manufacturing marketing it appears that over the last 10 years manufacturers have come a long way and becoming more strategic with their content marketing. See an example of 

Goals for Content Marketing in Manufacturing :

  • Create Brand Awareness
  • Educate & Build Audiences
  • Build Credibility/Trust
  • Increase Leads
  • Launch a New Product or Service
  • Build Loyalty with existing clients/customers
  • Generate Sales/Revenue
  • Drive attendance to a trade-show or in-person events.

Tools Needed for Content Marketing

What Tools Do You Need for Content Marketing in Manufacturing?

Manufacturing marketers report the top  technologies their organizations use to assist with content marketing are HubSpot or Salesforce that integrates analytics tools, email marketing software, and social media publishing/ analytics.

Tools For Content Marketing:

  • Analytics Tools (e.g., web analytics, dashboards) 
  • Social Media Publishing/Analytics 
  • Marketing Automation System (MAS) 
  • Customer Relationship Management (CRM) System
  • Content Creation/Collaboration/Workflow  
  • Email Marketing Software Content Management System (CMS

7 Popular Content Types for Manufacturing

Create Stand Out Content

On average, manufacturing marketers create content for 4 different audiences. Creating a buyer persona to understand who you are reaching with your content is key. Use this tool to build yours: HubSpot Buyer Persona Tool 

7 Content Types in Manufacturing:

  1. Social Media Content (e.g., tweets, stories) 
  2. Email Newsletters
  3. In-Person Events 
  4. White Papers Print Magazines 
  5. Webinars/Online Events
  6. Infographics/Charts/Photos/Data 
  7. Case Studies Videos (excluding live streaming)

The Top Unique Challenges to Manufacturing Content

Overcoming the Challenges of Creating Manufacturing Content

All in all, content marketing provides the ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision and will be important to continued success in 2020. The biggest take away from this entire document is that, more than likely your competition is engaging in some form of content marketing strategy.


Top Unique Challenges to Manufacturing Content:

  • Overcoming traditional marketing and sales mindset 
  • Creating content that appeals to multi-level roles within the target audience(s) 
  • Differentiating products/services from the competition 
  • Accommodating for a long decision-making process
  • Accessing subject matter experts in order to create specialized content 
  • Extensively educating the target audience(s)
  • Communicating complex content
  • Difficulty in reaching-target audience(s) 
  • Making it through multiple levels of purchasing decision-makers

Get Started With Content Marketing -Manufacturing

The Next Step is To Get Started...

The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for

Ask These 3 Questions:
  1. Who should the content that we produce target? Use this HubSpot Persona Building Tool
  2. What value do you provide to this audience and what do they receive from you after consuming our content?
  3. Do we have a strategy behind the content we are providing? 
We hired Cal to assist us to improve our adoption and execution of HubSpot. Since she started working with us our sales teams have begun using HubSpot and now work cohesively with our marketing staff. In the first 6 months, our sales increased by 30%. 
2XL Wipes

Bob Giammico 2XL Wipes

Calyn and the Team do an incredible job to personalize a marketing strategy that makes sense for your business needs. As a result, we a having record-breaking enrollment results and are looking at the next steps of our growth strategy. I would give Wind Change my highest recommendation and we look forward to our continuing partnership.
Infinity Dance

Gina Chanos Infinity

Working with Wind Change was the best decision we made. The strategy planning session was the best marketing meeting I have had in 20 years. We walked out of the meeting with a plan, a strategy and a way to succeed. Cal and the team know how to get the results you are looking for. 
Carrie Wales

Carrie Wales ProVisor, Inc.

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