B2B buyers today have more control over obtaining the information they need to make decisions — control over how they get it, and who or where they get it from. Digital marketing and publishing blogs put some control back in your hands — while still respecting the buyer and the nature of today’s digital experience.
An effective blog strategy should reach purchasing decision-makers on their time, and speak in a voice that connects with them. It establishes a relationship with your buyer by opening up a meaningful dialogue, positioning you as a valuable resource rather than just another potential supplier.
Thomas has been connecting buyers and suppliers for more than 122 years so we know a thing or two about the right content that drives buyers toward your ultimate goal: a sale. Below is a list of our top blog topic ideas that have helped get manufacturers and industrial suppliers found online and improve lead generation.
Your content must benefit the audience in some way — “how-to” blogs should be written to communicate exactly what the reader hopes to solve.
Similar to “how-to” articles, beginner resources should aim to solve your prospect’s biggest pain points but also address “the Who, the What, the When, and the Why” of a problem in more detail.
This type of content should address your prospects' challenges throughout the copy and help the buyer make a decision related to their job — just make sure you're writing quality content about the service or product and not immediately trying to sell your services.
Everyone believes they offer the highest quality products (hopefully). If you have awards or certifications, create a post highlighting your achievement so your prospects and customers know about it.
What have you learned through everyday business or about your industry that would be of value? These types of articles can be shared with someone else in their network and increase your reach and brand visibility.
If you’re a distributor, any content your suppliers provide about a product's features, advantages, or benefits could be used to create product overview blogs.
Industry-focused articles and market-served pieces are written to tell a story that shows your audience you understand their world. Prospects will more easily see that your business is committed to providing them value.
Last year caused many splashes and ripples in the supply chain world. Was your manufacturing company affected by it or were your operations unaffected? Publishing a note about situations like this gives prospects an expectation of the level of service you’re able to provide. They also present an opportunity to showcase your expertise and gain new business.
Engineers are concerned with form, fit, and function. Technical guides and material resources should help them evaluate your products to determine the best available solution. Always create your content with your buyer personas in mind and include sizing charts/dimensions, performance curves, graphs, etc.
Thomas Tip: You can discover more insight and define and develop your buyer personas by looking into your current customers first. Analyze any patterns in their behavior, then supplement that information with stats from online research and sourcing data. Here are some places to start:
Address your customer’s concerns beyond the business transaction, and provide value beyond the scope of the product or service you are selling. Create content that reinforces your company’s reputation.
Maintenance, Repair, and Operations Managers have advanced technical knowledge of the system they are charged with maintaining. Maintenance and repair articles give your MRO readers information they can use right away to troubleshoot their problems. They are great for SEO and getting your business' website found on search engines when written effectively.
Publishing the right type of blog content at the right time will produce real results. And there are also other important components to updating your website with blogs, like images, videos, and CTAs. It’s a strategy that takes some time, planning, and investment, but it will help you establish your company as an industry thought leader and get your name out to new prospects.
Ready to get started with blogs right now but unsure where to start? Contact our team of manufacturing marketing experts to see how we can create content for you that engages engineers, procurement managers, and MRO professionals.
“A key thing about Thomas is the ability to generate a lot of leads across various industries. We wanted to help educate our customers. Through eBooks, blogs, a revamped website — they actually drive our own knowledge out and customers appreciate the insight,” said Jeff Collins, Partner at Renown Electric.
We offer a free digital health check to see exactly how your current efforts can be improved and how they compare with competitors.
"We tried other people with our website, SEO, marketing but found their focus wasn't on manufacturing, and Thomas is. We get a lot of activity now and steady results weekly — a lot of inquiries thanks to Thomas and our online marketing efforts," Ron Delfini, President at Engineering Specialties, Inc.
And in the meantime, check out the below resources for more tips and inspiration: