The Thomas Blog

Industrial marketing and manufacturing sales tips to help you grow your business.

Creating A Video Marketing Campaign That Works

Video marketing is on the rise, and for good reason; videos have been shown to capture attention  more effectively than plain text or static pictures, and videos are shared more than any other type of content on social media. Today, 61% of content marketers are putting videos into play in order to keep up with the competition and establish their brands as cutting-edge thought leaders. If you haven’t yet made use of video in your marketing campaigns, it’s time to get going. Or, if you’re already utilizing video, it may be time to kick it up a notch.

With solid production value and engaging content, your video will position you as a knowledgeable, current, and trustworthy brand. So please, please, don’t shoot a video that makes you look like a mattress salesman (especially if you are, in fact, a mattress salesman). Below, we’ve outlined four tips to keep in mind when creating an industrial marketing video.

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The Importance of Video Marketing for Manufacturing Companies

The most effective content marketing strategies incorporate various types of content, allowing companies to reach users at different stages throughout the buying journey. Offering informative blogs, white papers, eBooks, infographics, case studies, calculators, checklists, and other forms of content not only helps garner new leads, it also establishes you as a knowledgeable thought leader in your field. Developing fresh, new content can also improve your SEO rankings, making it easier for people to find your company.

While you may be providing an ample amount of written content for your site visitors, you might be missing one crucial component — videos. Increasingly important in today’s digital landscape, video content allows for efficient dissemination of complex information while providing an interactive, engaging user experience.

Below are the four of the most compelling reasons to start incorporating video into your content marketing campaign.

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5 Steps To Manage Risk Before You Begin Exporting

Companies dealing with sluggish economies or saturated domestic markets often look to international expansion to manage risk. Consider this though: by expanding internationally, a company simultaneously mitigates and creates risk. There is inherent risk in expansion, particularly internationally; even mammoth retailers like Target have failed spectacularly.

Before expanding, a company must plan carefully, understand the market, staff carefully, and accept that the venture may still fail.

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Blog Posts Vs. eBooks Vs. Webinars: Which Is Best For Content Marketing?

To effectively reach buyers and generate valuable leads, it’s critical to employ a dynamic, multifaceted digital marketing strategy — and that means creating a robust content marketing campaign.

A crucial tool for collecting valuable user details, content marketing is essentially a means of trading information; users provide data — their business, goals, their contact information — and in exchange you provide them with insights and actionable advice in the form of checklists, educational eBooks, or in-depth whitepapers.

Providing this type of content not only helps you get a better idea of where users are in their buying journeys — allowing you to better tailor your content and offerings — it also helps establish yourself as a knowledgeable thought leader in your industry.

Three of the most popular, versatile content offerings — blog posts, eBooks, and webinars — can be highly effective for gaining leads and keeping your company top of mind among industry professionals. While it’s critical to offer a mix of different types of content, it’s important to first have a solid understanding of the various pros and cons of each type.

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4 Easy Tips For Creating A Lead-Generating eBook

Creating an eBook for your business is one of the best ways to generate leads and increase brand awareness among potential buyers. In fact, 65% of today’s B2B businesses are incorporating eBooks into their content marketing campaigns.

Allowing for the dissemination of in-depth, detailed content, eBooks enable businesses to connect with a target audience based on their specific stage in the buying journey.

Whether offering valuable industry tips, troubleshooting, product details, case studies, or comprehensive service overviews, eBooks can be used to address everything from product components to company best practices.

However, eBooks can be time-consuming and, in some cases, somewhat expensive to produce, so it’s important to keep a few simple tips in mind to ensure optimal return on investment (ROI).

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The Basics Of An Effective Manufacturing Blog


A great blog can serve as the foundation of your industrial content marketing strategy. Unfortunately, however, many manufacturing blogs have poor foundations of their own.

If you don’t have a blog, or if the one you have isn’t up to snuff, it may be helpful to go back to the basics and make sure your blog is set up for success.

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6 Email Marketing Mistakes That Can Kill Your Campaign

There is a ridiculous amount of electronic correspondence flying around the world. In fact, more than 205 billion emails are sent every day. And there’s plenty of bad email marketing plaguing us these days. Just think about that: 205 billion emails, and most of them aren’t any good.

With all of that email static out there exhausting and annoying people, it’s essential to excel so you get the attention and business you’re trying to attract. As a marketing tool, email is one of the strategies most often employed, and it’s easy to see why. Just create the right message and send it to the right people at the right time ... right? The ROI can be up to 380 times the initial investment!

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Content Marketing For Manufacturers: Where To Start

There’s a good chance that you’ve heard the phrase "content marketing" thrown around whenever people start talking about marketing strategies. It’s a popular approach, and for good reason: it costs 62% less than outbound marketing, but generates three times the number of leads. These impressive results explain why nearly 90% of B2B marketers use content marketing as part of their overall strategy.  

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8 Content Marketing Ideas For Manufacturers (With Examples From Real Industrial Companies)

So you’ve realized that your old traditional and digital marketing business tactics just weren’t working, and you’ve taken steps to get your inbound marketing program off the ground.

Now what?

Well, now comes the hard part you’ll need to create content that your prospects actually want to read. Don’t panic. While this can seem like a big undertaking, understanding the inbound marketing funnel can make this process a lot more manageable — not to mention a lot more effective. Let’s take a look.

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