Breaking Down the CMI Manufacturing Content Marketing Report
Manufacturing is unique. So, it makes sense that manufacturers have content marketing practices that set them apart from other industries. Even within the general B2B category, manufacturers tend to employ different tactics. The Content Marketing Institute recently released its annual B2B Manufacturing Content Marketing Report, which was sponsored by Fathom Digital Marketing in Valley View, OH. The report corroborates the idea that manufacturing marketing differs from the marketing tactics of its B2B counterparts. The question it poses is this—which variations from the norm are warranted and which are detrimental?
Some of the more innocuous differences the report found include an emphasis on YouTube and LinkedIn, higher use of videos as a content medium, and brand awareness as a top goal of content marketing efforts. But, lower perceived effectiveness, a lack of strategy, and an overall disconnect between tactics and results are harming manufacturers’ marketing initiatives. In fact, as shown in the table below, industrial marketing is almost uniformly underperforming when compared to the general B2B results.
Some other influential findings from the report include:
1. 82% of manufacturing marketers use content marketing
2. Only 26% of those using content marketing feel its effective
3. Of those with perceived effective content marketing, 53% follow a documented strategy
4. 25% of manufacturers practicing content marketing have no strategy at all
5. 89% say brand awareness is a top marketing goal, while 85% feel that sales is a priority
6. 62% of manufacturing marketers struggle with producing engaging content
7. 47% expected to increase their content marketing budgets
Compared to last year’s report, tying content marketing to sales is becoming increasingly important for manufacturing marketers. Unfortunately, this directly contradicts this year’s finding that manufacturing marketers have the hardest time measuring the effectiveness and ROI of content marketing. It makes sense that manufacturers want to tie their efforts to money made. After all, who doesn’t want to know that their hard work is paying off? But, with the issues presented above, this could be a formidable task. Content marketing is still worth it to manufacturing marketers, though. In fact, it is invaluable.
Instead of giving up on content marketing, manufacturers should make strategic changes to the way they approach it. Firstly, closely following a documented strategy is the first and most important step to successful content marketing. That way, content is created and distributed with targeted purpose. At the end of a quarterly or yearly strategy you can easily look back and see what worked and what didn’t—and model your future strategy with awareness of what brings success. As for tying marketing efforts to sales, the answer is actually rather simple. Implement an automated lead nurturing strategy. A customer relationship management, or CRM, system can easily track digital leads through the entire sales funnel.
One remarkable thing about the list is that it rarely changes. The order may change but the top cited standards typically don’t change. Top 10 Sited Safety and Health Violations: 501 - Fall Protection 1200 - Hazard Communication 451 - Scaffolding 134 - Respiratory Protection 147 - Lockout/Tagout 178 - Powered Industrial Trucks 1053 - Ladders 305 - Electrical, Wiring Methods 212 - Machine Guarding 303 - Electrical, General Requirements Three of the 10 sited standards are directed at the construction standard (1926) while other fall within the general industry (1910). It should be noted however that the general industry standard also has fall protection guidelines. Year after year, inspectors see the same on-the-job hazards, any one of which could result in a fatality or severe injury. More than 4,500 workers are killed on the job every year, and approximately 3 million are injured. By understanding these regulations you can improve your safety program and prevent injuries. Give me a call if you have any compliance doubts, or want to review OHSA regulations. Gwido Dlugopolsky at 216-391-7766 or firstname.lastname@example.org
Why does it take a NASCAR pit crew only 15 seconds to change four car tires when it takes people like you and me minutes? The answer is simple SMED. Single Minute Exchange of Dies, or SMED, is a process for reducing the time it takes to do equipment changeovers. Using the principles of SMED you should be able to perform any changeover in your facility in under 10 minutes! The SMED process is simple – convert as many changeover steps as possible to “external”, meaning they are done while your equipment is still RUNNING, while simplifying and streamlining the remaining steps. SMED is broken down into the following 3 Steps: Separate Convert Streamline We found this article to be very helping in explaining the SMED process in more detail: LEAN PRODUCTION - SMED A good first step to achieve this level of SMED efficiency would be to run a kaizen event at your facility to standardize (5S) your tools and supplies. Doing this alone will help you achieve 40% to 50% greater efficiency. Once the “low hanging fruit” is gone, you can still reduce setup times another 20% by practicing more advanced SMED principles.
The secret to closing any sale is to reduce uncertainty in the buyer and replace it with confidence in YOU, your PRODUCT/SERVICE, and your COMPANY. Step 1 – Confidence in YOU Someone buying from you wants to be able to fundamentally connect with you on a human level and feel confident that you’re an expert in what you’re selling If you’re selling paperclips, be an expert in paperclips If you’re selling design and engineering related services, be an expert in design and engineering related services Focus on addressing the problem, not the solution….MEANING you already know you have the solution, connect with the buyer by being an expert with the problem he/she is facing. Prove that you know the problem and all aspects of the problem like the back of your hand. Step 2- Confidence in the PRODUCT/SERVICE you are selling Someone buying from you needs to trust the product/service you are selling will solve their problem. It’s your responsibility to deliver a solution and the benefits associated with it. Basically you need to “Hit a Homerun” communicating this message. Tip – Use Success Stories: Share with the potential buyer examples of your product/service solving problems and delivering value for