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.
Use Google Search Console And Google Trends For Content Ideas
Google Search Console is a great tool for content creation. If you’re partnered with an industrial marketing agency, they will likely use the 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. 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. Using this data-driven approach is key to upgrading your content marketing strategy for lead generation.
Refine Your Existing Content
A website that offers relevant information stands to gain the most visibility online. Google increases your website ranking when you strategically update your landing pages and blog, so after your first content marketing campaign, it’s time to optimize your existing content. This means analyzing your existing content based on performance metrics and refining your best-performing assets. The idea is to “drill down” on particular aspects of your business to improve the main ideas of the content you have set in place. Look for details throughout your website that speak to your greater capabilities. For example, if you provide Metal Fabrication, try brainstorming topics about what specific metals are used for metal fabrication. Take it another step further and create content about one metal in particular and why it’s advantageous to use that one for one project.
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.
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 solves industry-specific challenges. They have guides on custom cosmetic labels, custom beer labels, household products, etc. Think outside-of-the-box — the manufacturing and industry is so vast and expansive that it’s found everywhere. There are many creative opportunities for you to tell your manufacturing brand story.
Manor Tool and Company wrote a blog on “The Manufacturing Of Deep Dish Pizza Pans.” These posts are interesting to read, satisfy the demand for content, exemplify your manufacturing capabilities, and appeal to search engines all at once.
Other Content Opportunities
Cover as much “digital ground” as possible to increase your SEO traffic. Create:
- Checklists & Troubleshooting Guides
- An FAQ page
- Project pages & image galleries
- Material lists
Content ideas are endless, so make sure the content you’re creating lets buyers see you as a thought leader in the industry. Brainstorm ideas with your entire company — from your shop floor workers to your customer service representatives. You’d be surprised how many new ideas you can come up with when you bring more people together collaboratively — click here for more ways manufacturers can get more ideas for content marketing.
Promote Your Content
At this point in your content creation process, it’s time to promote your content to increase its reach. The content on your website, social media platforms, and Thomas Network Company Profile is what sets you apart from the competition. Remember, it’s important to be everywhere your buyers are, so you’ll want to make sure your content is published all on the platforms your potential customers are. Social media platforms like LinkedIn and YouTube can be powerful for manufacturers, as well as Google reviews — so remember to keep your Google Business profile up to date.
Valuable, insightful content attracts readers, sparks word-of-mouth, and gets businesses found. For more industrial marketing content ideas and planning, check out the resources below:
- May 13, 2020 Webinar: How To Get More Leads For My Sales Teams
- Free video content creation services with Thomas
- Blog: The Basics Of Content Marketing For Manufacturers
- Blog: 5 Easy Tips For Creating A Lead-Generating eBook
- Blog: How To Meet The Needs Of Industrial Buyers
- Free digital health check to see how you compare against competitors online
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