4 Content Marketing Tips for Manufacturers

No matter where you look, all online marketers today are talking about content marketing. It’s all the rage, but is your manufacturing company taking advantage of it in the way it should be? Here are some tips for how the manufacturing industry can get in on the content marketing craze.

1. Know your goals. Before you publish any piece of content, you need to have a clear goal for that piece. According to a Content Marketing Institute report, manufacturers have the following goals for content marketing:

  • Brand awareness
  • Lead generation
  • Customer acquisition

2. Understand what your audience likes. Marketing for any B2B organization differs from the marketing plans set forth by B2C companies, and the manufacturing industry is no different. Manufacturing companies tend to gravitate towards video marketing. Why? Videos can provide quick hitting snippets of information, or they can visually explain complicated products or processes. Get to know your customers and find out how they learn about products and services, and then cater your content marketing to this.

3. Know your marketing channels. How are you going to distribute the great content you’ve developed? While having them on your website is a good idea, manufacturers today should be using YouTube for their videos, and other social channels like LinkedIn and Facebook. To best determine where your audience is, talk to your customers. Find out which social platforms they frequent, how they engage with those sites and what kinds of information they’re looking for on each social property.

4. Determine how you’re going to create content. Maybe you have a small marketing team, or maybe you’re simply overwhelmed with the many content creation possibilities out there. The cool part about content marketing is that you don’t necessarily have to reinvent the wheel. Think about how to best use each piece of content to its fullest potential. For example, you might be able to re-purpose a white paper into a series of blog posts, a video, an infographic, and much more.

As the old saying goes, “content is king,” which is all the more reason why manufacturing marketers should start exploring content marketing today.


Learn why the Internet is manufacturing’s best friend, including reliable ways to generate cost-effective leads:

Digital Marketing 101 for Manufacturers

About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.

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