Content marketing can penetrate the internal politics of a potential customer and influence buyers at every stage of the buying cycle, so it's important to understand the essential elements that make up a successful strategy.
This isn't limited to the types of content or channels you use to promote — many other moving pieces like sales, traditional marketing tactics, and brand evangelists play into it. Everything works together, so it's time you connect the dots.
Let's jump right in:Read More »
Do you know where your expertise lies? How about the channels through which you want to communicate? Are you ready to execute a content marketing strategy?
If you answered yes to the first two questions then you're almost there! Even if you've familiarized yourself with the higher-level strategy through blogs and eBooks, it's important you don't miss a single step.Read More »
You ask, "What's content marketing?"
Joe Pulizzi, a content marketing evangelist and thought leader, answers, “[It's] the art of communicating with your customers and prospects without selling.”
Wait a second. If content marketing doesn’t “sell,” then how does it help my business? Here's your answer: Content marketing helps industrial companies’ bottom lines by building their brand image and forging meaningful connections with buyers.Read More »
If your content marketing strategy is progressing while your website traffic slumps, your reaction will surely be one of confusion. We've all been there.Read More »
As I’ve said before, marketing is a busy career.
A characteristic of any good marketer is keeping yourself busy, especially in periods of downtime, by constantly working to improve your skills. One of the best ways to do this is to consume literature that will increase your understanding of the field.
If you have an Amazon account; are in possession of a library card; or can transport yourself by plane, train, or automobile to a bookstore, you should absolutely pick up one, or all, of the following books:Read More »
As a manufacturing professional, you’re more than familiar with industrial companies large and small. But if you ask someone who isn’t intimately involved in the space which company he or she thinks of in relation to manufacturing, the results will surely be limited. Perhaps a couple of the biggest names — General Electric, John Deere, et cetera — will come to mind. The list, I can almost guarantee, will not go on long after.Read More »
When you’re building your team, you want to find the candidates that will contribute most to the company. Thinking “outside the box” will bring you to the most qualified and hardworking individuals. (The phrase may be cliché, but the resulting actions aren’t.)Read More »
A marketer’s job is never done. There’s always more content to create, more promotional material to advertise, and more ways that we can generate leads and funnel to sales. It’s a busy career.
In spite of this, or perhaps because of it, there’s no reason to let your marketing skills fall by the wayside. Just as there’s always more we can do strategically, there’s more we can do to sharpen our skills.
Maintaining your marketing prowess is as essential to your career as maintaining equipment is for manufacturers’. Here are actions I recommend to cultivate your marketing dexterity:Read More »
Design and construction processes can be quite intense. Along with community planning, assessment of environmental impacts, and a number of other steps that comprise best practice (as delineated by the United States’ General Services Administration) are material selection and company vetting.Read More »