The manufacturing industry is experiencing rapid change. Catch up on the latest trends and innovations in this sector plus what we've learned about how to market a manufacturing company in 2021

Around the world, manufacturing marketers and managers are rapidly adapting and amending their marketing strategies to win more customers. Marketing for manufacturing is a unique skill, requiring a strong reliance on physical products in a digital world. That's why so many manufacturing businesses right now are relying on omnichannel marketing to acquire and retain high-value customers. We've got marketing strategies and tactics to help boost your profits. But first, let's take a deeper look into exactly how to market a manufacturing company.

How to market a manufacturing company with the RACE Framework

Regardless of your current levels of digital maturity, the RACE Framework is a structure you can use to take stock of your current manufacturing marketing efforts and find out how to…

A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used for content ideation, i.e. to brainstorm future content ideas to generate leads, nurture prospects, encourage sharing and generate backlinks for SEO. Since we created it eight years ago it's been shared many times and has inspired many 'mashups' in different formats as this Google search shows; great to see it's been useful! I think the CMM is a powerful mindtool for marketers since it's a content mapping tool, structured to help you think through two key dimensions of which types of content will best support the path to purchase for your target audience. The two dimensions are: 1.…

4IR means manufacturers are using technology and digital marketing techniques to streamline their marketing strategy

We are living and working in the 4th industrial revolution where increased competition coupled with changing customer expectations translates into a renewed focus on digital marketing for manufacturers. To keep up, manufacturing businesses need to optimize their approach to digital to stand out and defend their market share.

How does the digital era influence marketing for manufacturing?

According to Mckinsey, the objective of the global digital transformations we are seeing in technology and manufacturing sectors is to support not only the performance-management reporting cycles that the top team needs in reevaluating strategy but also the agile problem-solving systems that frontline workers use to identify opportunities. Interestingly, a PwC 2020 survey of oil and gas executives reported that these manufacturing leaders see the most potential in technologies that combine data and analysis. Their number…

If you're planning to optimize your branding or rebranding, we have tools to support your brand development at every stage

Have you ever wondered how brands grow as large and as well known as they do? From companies like Google to Starbucks, their names are known, customers know exactly what services and products they provide, and satisfied customers keep coming back for more. Brand development is how this happens, and it is no small feat. It takes time to cultivate a brand, to the point that a company has universal recognition like Gillette and Coca-Cola.

What does brand development involve?

Now that you recognize the importance of branding, what do you need to create a good brand? In a nutshell, brand development means: Finding your brand’s voice and communicating your value proposition Implementing your voice and style consistently throughout…

Viral marketing is not an exact science. It’s not the case that if you want to create a viral marketing campaign you simply have to think about it, plan it, and then you have it. If only it was that simple

Viral marketing has grown in popularity for consumers seeking entertainment and content creators finding new ways to reach their customers. Chances are that every CEO out there would like to have a viral marketing campaign for their company. Why? Because it is one of the most effective types of marketing. You don’t have to spend large budgets on creating ads or getting them out there. The focus here is on great content.

What is viral marketing?

Viral marketing - or word of mouth marketing, as it was known before the technology era - has been existing for decades, but only during the past few years, since the appearance of social media networks,…

Marketers face their own particular challenges when it comes to digital marketing for financial services

It’s not exactly considered the sexiest of industries but digital marketing for financial services is a necessity – your customers are living in a digital world, so that’s where you need to be as well. The question is, how do you compete as a finance firm against influencers, funny viral videos, memes? How do you engage your audience and keep them interested? It can sometimes be difficult to know where to start, so, in this blog post, I’m going to share my top tips for financial services digital marketing. Before you get started with digital marketing though, make sure that your firm is in compliance with any online promotion laws; whether there are special regulations for running a contest on social media or for data collection, it’s always best to check and protect yourself. And now, let’s get…

How do you run content marketing campaigns for your business in 2021 when the competition is fiercer than ever?

Content marketing has been proven to produce amazing results for businesses. For instance, a good content marketing plan will generate you three times more leads at a 62% lower cost than traditional marketing. Coming into 2021, knowing that we face a difficult economic recession, now it's more important than ever to leverage content marketing to improve your ROI. [si_learning_path_module_shortcode_block id=139221] But there's a little problem: how do you run content marketing campaigns for your business in 2021 when the competition is fiercer than ever? Frankly, the first task you need to perform is to create a content marketing plan. With a good plan in place, you can take the first step to achieve content marketing success next year. Unsurprisingly, CoSchedule found that marketers who proactively plan their projects or campaigns are …

How to use the power of the 70:20:10 rule as a marketing model to prioritize your digital marketing strategy

With new marketing tools and techniques available to us almost daily, it can be difficult to know where to prioritize your marketing activities to get the most 'bang for your buck'. This is where the 70:20:10 rule can really help, since it's a simple device which helps us think through how we prioritize the time and budget we put into different marketing activities. As marketers, we need to be agile through reacting to new developments in order to gain an upper hand on competitors, but at the same time, we need to avoid being 'technology magpies' following seductive, shiny new tools which may distract us from working on optimizing the most effective channels. By splitting your spending or output into three differently sized areas, it helps you to identify priority areas, and…

With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand

It is difficult to overstate the importance of evergreen content for modern content marketers. With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand. Evergreen content, though, doesn’t age the same way: it is, by nature, time-proof, as relevant if read in a year as it is today. While Google does like to answer searchers’ queries with up-to-date articles, it also rewards high-quality legacy content created many months or even years ago – particularly if you update it regularly. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy…

Repurposing content is an easy, often time-saving practice, that brings a plethora of benefits

Are you making the most of your content? Repurposing content – i.e. finding new ways to re-use your content – is an easy, often time-saving practice that brings a plethora of benefits: from reaching a new audience to saving time creating new content and improving your search engine optimization (SEO). [si_guide_block id="34016" title="Download our Premium Resource – Evaluating Content Marketing ROI Guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness."/] In this short guide, I’m going to show you how exactly you too can repurpose your content.

Audit your content

If you’re going to repurpose any of your content, you should ideally start with the best, most popular pieces you’ve already created: Blog posts and resources from…