The Thomas Blog

4 Reasons Why You Don't Need Content Marketing

We’re committed to the belief that a strategic content marketing plan provides significant benefits to marketers. Yet, I’ve spoken with some marketers who tell me they have no use for content marketing — and I absolutely agree with them!

First Steps: Getting Started With Industrial Marketing

Attention spans are short, and getting shorter. If you’ve read this far, hopefully we’ve got yours for a bit. And if you’re here, it’s probably thanks to the headline.

"Empathetic Design:” Marketing For (Not To) People

What do the first computer mouse, the airplane lavatory "Occupied" sign, and a talking defibrillator have in common? Each was designed by the same firm — IDEO — and guided by the same philosophy: "empathetic design."

Mightier Than the Pen: Different Types of Content For Industrial Marketing

How many different types of media — and content — do you encounter each day?

Whether for business, personal consumption, or a combination of both, there are probably quite a few, and you respond to each one differently. Reading a blog post or news article, you might pay closer attention — or you may skim. Watching a quick video online, or the evening news when you get home, you might be taking a bit of a break — though your brain may be more "tuned in" to what you're watching.

6 Reasons B2B Marketing is Easier Than Ever Today

Just last week, we talked about all the time, effort, and patience required to implement an effective marketing plan. Yes, it's still true. In many ways, though, B2B companies have it easier than ever — from planning through execution of a program and beyond.

The tools and tactics available today offer an unprecedented opportunity to power your business growth — let's look at some. 

Driving the Industrial Marketing Conversation

Marketing, at its best, has a lot in common with everyday conversation. There should be a flow. You should have a voice. And, just as if you were talking face-to-face with someone, you need to know your conversation partner — so you can communicate most effectively. 

When shaping your marketing strategy, the first, most obvious audience is prospective customers. Why direct your budget anywhere besides growing your business? But prospects are just the start. 

The Top 5 Ways to Find Content for Industrial Marketing

"My industry is boring." "We're not a very big shop." "There aren't many technological advances in what we do." These are just a few of the common misconceptions that create content roadblocks for industrial marketing. All too many companies miss opportunities to connect because they aren't sure how to truly engage with their customers. 

How Content Marketing Can Help Industrial Companies Stand Out

Reverse Engineering Marketing Metrics

An old lathe sitting around your shop, not producing any parts and not contributing to your operation — it's a no-brainer that you'll soon get rid of it. It's more than likely "earned its keep" in production, but it's not helping anyone by gathering dust.