Content Marketing Blog

Why is the manufacturing industry lagging behind?

If the product or service your brand’s selling is costly or requires a long term commitment, chances are consumers will want to do some research before they make any decisions.

That’s why it’s incredibly important to provide visitors with further, relevant information – and that’s where content marketing comes in.

Not only does quality content help draw consumers to your site, but it also establishes your brand as a thought leader and sets you apart from the competition.

However, B2B companies in the manufacturing industry are falling behind when it comes to producing online content. Since the vast majority of these manufacturers are selling products on a large scale, this could be costing them serious business.

The Content Marketing Institute’s latest report took an in-depth look into the content marketing practices of B2B manufacturers and found only 21 per cent have a documented strategy, compared to 44 per cent of other B2B’s.

Although 86 per cent of B2B manufacturers are producing online content, the study revealed just 30 per cent of B2B manufacturers feel their efforts are effective, compared to 42 per cent of their B2B peers.

They are also less committed financially to producing content – with only 21 per cent of manufacturing marketers planning to spend their budget on content marketing – which is half the amount of other B2B businesses.

Content Marketing Institute founder Joe Polizzi said he has noticed a clear pattern between businesses with a documented strategy and the overall effectiveness of their content marketing.

As for the reasons behind B2B manufacturers lagging behind, Mr Polizzi speculated that it could be because the industry is particularly conservative and slow to keep up with change.

One thing that is clear, however, is that B2B buyers want online content such as whitepapers, case studies and news articles. Essentially, by investing in high-quality content you are proving to consumers that your brand is worth their time – and perhaps even their money.

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