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How Manufacturers Can Align Digital Content with Buying Cycles

By | June 14, 2013

If you’re a manufacturer and you’re not producing online content, you’re missing out big time. According to the Chief Marketing Officer Council, 87% of B2B buyers say that online content has either a major or moderate impact on their vendor preference and selection. Simply put, this means your audience is just begging you to provide them with really good content that makes their purchasing decision an easy one. But how do you know what kind of content they need and when they need it?

Engage Prospects with Dynamic Content Early

While you might sell complicated products or equipment, not all content should be highly technical. In fact, most of your potential customers are looking for engaging and dynamic content first. For that reason, when prospects are just beginning to research your product and are looking for information to support a purchasing decision, the content you provide them needs to be engaging and relatively light on the technical information. Here are some examples:

  • Charts and diagrams
  • Product images
  • Tutorials
  • Product or service videos
  • “How to” articles and guides
  • Interviews with your product or industry experts
  • Product catalogs
  • Product demos

Let Current Customers Sell Your Expertise

As your prospects continue to move through the buying cycle, they’re going to be looking for content that proves how your products or services can solve their problem. One of the best ways to do this is to let your current customers do the work for you with content like:

  • Testimonials
  • Case studies
  • Video testimonials
  • Professional associations or affiliations
  • Professional endorsements

Wrap Up a Sale with Technical Content

As prospects reach that final stage where they’re ready to make a purchasing decision, this is when they’re going to be looking for more specific and technical information. Here’s how you can give it to them:

  • Calculators and apps
  • Application overviews
  • CAD drawings
  • Product comparisons
  • Product specifications
  • Technical briefs
  • Technical data sheets
  • Installation guides and manuals

Striking the right balance between the technical and non-technical content you distribute digitally can make all the difference. Think about your audience, what information they need and when they need it, and you’ll satisfy their craving for content.

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

Digital Marketing 101 for Manufacturers

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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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