Every year more manufacturing companies are recognizing the importance of creating great content. In their annual B2B manufacturing content marketing study the Content Marketing Institute reported that 85% of manufacturers are now including content in their marketing strategies (CMI, 2016). They’re using it for more than simply generating awareness; they’re using it to generate sales.
However, this is about where the good news stops. The study found that only 18% of manufacturers believe that their organization is effective at content marketing (CMI, 2016). We can see that there is a massive gap between manufacturers who are using content and those who are using it effectively.
In order to improve and drive sales, manufacturers need to be investing in the right content types. Now, we admit there is no magic content mix that is guaranteed to work for all manufacturing organizations; it all depends on your organization, your goals, and the needs of your customers. That’s why it’s important to understand the effectiveness of different content types; these five pieces are the perfect place to start driving your sales success.