How Content Drives More Than Just Lead Generation for Manufacturing Companies

If you’ve been reading up on marketing lately, you’ve probably noticed that content is a big deal, even in the manufacturing sector. You’ll see declarations like “Content is king” and “Content can turn your digital marketing into a lead-generating powerhouse!” And honestly, that’s all true. Great content, seen at the right time by the right prospects, often converts prospects into leads.

And hey, getting leads is fantastic! But as a marketer, seeing a manufacturing client using their content to only produce leads is like watching a friend using the latest iPhone to only make calls. Sure, phone conversations are essential, however, what your friend might not know is their device can do a heckuva lot more.

Kind of like content—manufacturing companies can (and should) use it to drive leads. Still, there are plenty of other ways that content can add value to your business.

The Limitless Potential of Content Creation for Manufacturers

Content isn’t a one-trick pony—there’s a bigger picture to consider. Think beyond lead generation and unlock the possibility of content that catches people’s attention and supports multiple business-building initiatives.

Here are four (often overlooked) ways to use content for your manufacturing business.

1. Show thought leadership and involvement within your industry. You’ve gained the experience, knowledge, and passion to wow customers, and along the way, you’ve built up plenty of expertise. Use content to share insights, showing peers (and a large number of potential customers) you know the business inside and out. You’ll build trust and reinforce your reputation as an industry leader at the same time.
2. Establish the full capabilities of your company and where it’s headed. Content is a natural place to start a conversation about your company’s core strengths. It can confirm your position in the industry and clarify how you stand apart from the competition. Demonstrating a clear idea of where the business is today and the vision for its future (in a non-salesy way) appeals to both buyers and investors.
3. Showcase your products and services in a broader spectrum. Your sales team can talk for hours about your offerings—use that expertise to get creative. Regularly provide content with helpful answers about products or services, and prospects won’t be the only ones looking forward to it. Well-made content is the perfect low-pressure way to keep a broad audience hooked on your business.
4. Spotlight your company culture to attract and retain employees. It’s no secret that in manufacturing if you don’t attract outstanding talent, turnover will eventually thump you with problems in quality, productivity, and maintenance. Content is the perfect vehicle to attract leads, and, similarly, it can also entice new hires. Instead of solving customers’ problems, this content highlights your company values and culture and helps develop the right workforce for the future. Don’t let the anonymous writeups on Glassdoor be a potential employee’s only glimpse into your company—use content to show them your workplace is their pathway to success.

What Content Gives You the Best Bang for Your Buck?

Now that you’re excited about what content can do, it’s time to decide what content to create. No one type does everything. And often, the best strategies use a combo-platter of formats.

Let’s look at the four most useful types of content for manufacturers and how you can use them to hit your business goals.

1. Blog posts are incredibly versatile and can be as simple as a round-up of your latest reviews or as in-depth as the history of your industry since the beginning of time. Blog posts can be written in-house or with an agency’s help, and they’re great for driving search engine traffic to your website.
2. Case studies don’t just claim you can solve problems; they prove you’ve done it before. You can get a lot of mileage out of case studies by repackaging them in different ways—on your website, in an email, in a sales brochure…the list goes on.
3. Videos & photos grab a reader’s attention. It’s no secret that people love visuals—articles with images get 94% more views compared to articles without images. Visual content (best created by a professional) can showcase your products, services, and your talented staff, from the manufacturing floor all the way up to the boardroom.
4. Social Media is changing quickly, but that’s no reason to get scared off. An on-going effort, it’s inherently approachable, making it an ideal place to show your company culture and how employees live your values. New hires want to see behind the factory doors, and social media can give them an idea of what it’s like to work with you.

Get Ready to Expand Your Goals

Plenty of manufacturing companies invest in content to generate leads. It’s a no-brainer because digital marketing and content go hand-in-hand. But converting leads isn’t the only thing content can do.

From enhancing a manufacturer’s reputation to attracting fresh talent, creative content paired with a reliable marketing strategy can move the needle on many important business goals.

If you have questions or would like help expanding your marketing plan, contact Drive Creative at (248) 579-9972 or visit us at drivecreativeagency.com to see what we can do for you.