The TL;DR: Manufacturing Edition, September 8, 2017

TL,DR Bite-sized industry updates

Taking a look at why content marketing matters for manufacturing companies and offering insights on how to do it well. 

A Quick Refresher on B2B Brand Strategy

A strong B2B brand strategy is one of the most important initiatives a brand can take. No matter what vertical a company is in, brand strategy matters. Read the full article from Industrial Marketer here.


  • Have a solid business model definition: This helps you keep track of your value proposition, what channels you have access to, your customer segments and much more.
  • Know your positioning statement: Establishing what you do, why you do it, and how you do it as well as the unique characteristics of your brand helps your brand stand apart.
  • Do a competitor and customer analysis: Knowing you key customers types as well as being on top of what your competitors are doing can help you stay on the cutting edge.
  • Have a strategic plan: Know where you want your brand to go and make sure you know how to get there.

Deliver Content That Connects with Your Audience

Content marketing matters – but you need to make sure the content itself resonates with the people reading it. Here are some simple steps to help you do that. Read the full article here.


  • Know your audience. Ask yourself these questions:
    • Do I have the knowledge to create valuable content on this topic?
    • Who is my audience and at what level should I address them? Broad or specific?
    • What is the goal of this content?
    • What do I want prospects or clients to do after they read my content?
  • Follow these five important steps for content creation:
    • Map your content to the buyer’s journey and see where it falls.
    • Define your content deliverables.
    • Conduct a content audit.
    • Develop a social calendar.
    • Prepare for content production.
  • Measure the ROI of your content. Some ideas of what to track:
    • Consumption: How many people viewed, downloaded, or otherwise accessed your content.
    • Engagement: How involved your audience was in your content – pages per session, time spent, likes, comment, and shares.
    • Demand: The number of readers who registered to your site or submitted an email address in order to access your content.

15 Important Manufacturing Marking Trends & Statistics

Digital and content marketing isn’t just for consumer goods – it’s a powerful tool for finding manufacturing leads. Read the full article here.


  1. 85% of manufacturing marketers are currently using content marketing
  2. Only 1% of manufacturing marketers consider their organization’s content marketing level as sophisticated
  3. 33% of manufacturing marketers say their organizations have clarity on content marketing success
  4. 82% of manufacturing marketers attribute more content creation for an increase in success over last year.
  5. 67% of manufacturing marketers say that not dedicating enough time to content marketing has caused success to stagnate
  6. 31% of manufacturers have a documented content marketing strategy
  7. 71% of manufacturing marketers who have a content marketing strategy intend to operate it as an ongoing process, not just a campaign
  8. 76% of manufacturing marketers use analytics tools
  9. 58% of manufacturing marketers use website analysis to learn about their target audiences
  10. 78% of manufacturing content marketers use some type of inbound marketing
  11. 44% of manufacturing marketers think that social media will be the most critical tactic for content marketing success in 2017
  12. 92% of manufacturing marketers use email to distribute content
  13. 98% of manufacturing marketers use some form of paid content promotion
  14. 71% of manufacturing content marketers list lead generation as a top organizational goal
  15. 46% of manufacturing marketers use conversion rates as a metric for content marketing success