"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.
The truth is that there are plenty of sources for meaningful content, no matter what your industry or trade. Here are five of the best.
1) Look outside: Your shop doesn't exist in a vacuum. Stay up-to-date with industry newsletters and websites, as well as news on manufacturing at large – there's plenty out there. Share articles of interest through your marketing channels, or offer an opinion of your own.
2) Look inside: Try to take a fresh look at the day-to-day workings of your business. Effective content doesn't necessarily need to be revolutionary– it needs to be relatable. Equipment upgrades, employee profiles, project success stories – these are all common experiences that you can connect with your customers over.
3) Keep your eyes open. Both at work, and in your everyday life. Opportunities and new perspectives to work into your marketing plan can come from the most unexpected places. It can take a while to adjust your mindset, but eventually you may start to see connections and sources that lead to more dynamic content.
4) Reach out. Guest blogs and posts are a great way to develop content and build personal connections in the process. Do you have a longtime customer or supplier with a strong relationship to your business? Their stories are perfect for prospects and existing customers alike.
5) Make content happen. Even if you're convinced that you have nothing exciting enough to create content about, you can still make something happen. Take on a new project from a new industry. Organize a company gathering or community outreach day. Get started on that facility expansion you've been talking about. Jump-starting your business while jump-starting your messaging is a prime example of the integrated nature of marketing today.