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Attract Industrial Buyers with Technical Content
Leverage OEM and CMO pain points and turn it into valuable content that demonstrates your expertise, builds trust with prospects, and nurtures new customers into repeat business.
Content Marketing is an Investment in Growth
On average, 66% of the technical buying process is done online, before an individual ever speaks with a “salesperson”. Younger technical buyers spend more of the buying process online than their older counterparts.
Companies who share expertise through quality content on a consistent basis are seen as trusted resources, spend less per lead, and achieve greater pipeline efficiency.
Of technical buyers subscribe to newsletters
Of engineers are more likely to buy from a company that regularly produces new or updated content
Of technical buyers listen to work-related podcasts
What is Content Marketing?
Content marketing is a strategy focused on producing a variety of content for your ideal customer; in this case, OEMs and CMOs.
A well-rounded, technical content marketing strategy is built around blog posts, videos, and gated content - like whitepapers, case studies, ebooks, and webinars.
When it comes to actually creating the content, you need to focus on the topics your technical audiences care about the most, like quality control, DfM, and supply chain trends - just to name a few.
These topic clusters will direct your content development efforts. You may write a blog post about how design engineers can better utilize GD&T to improve the quality of their part drawings. Or maybe you develop a case study that demonstrates how you improved your OEM's costs and quality through proactive vendor management.
You get the idea - developing technical content around subjects that your OEM customers care about will build trust with the industrial buyer, showcase your manufacturing expertise, and help you turn prospects submitting their first RFQ to repeat customers sending in their 30th PO.
Content Marketing Lifecycle
Content Planning
Effective content marketing starts with a well-thought-out content strategy.
We begin by identifying your target audience through buyer personas and setting realistic goals for your content. By utilizing content themes and topic clusters, we create a diverse range of content that addresses their challenges, assisting you in planning technical content to engage your buyers throughout their journey.
Content plans feature SEO suggestions and a comprehensive, actionable content calendar spanning 6-12 months.
Content Development
To craft content that captivates and educates, you need to possess valuable, specialized knowledge to share with your audience.
Producing highly technical content that provides value demands time, focus, and a dedication to understanding your market position. Our skilled marketing writers assist you in maximizing your team's potential by collaborating with your technical subject matter experts (SMEs) to develop content that is both precise and nuanced, all while optimizing their time efficiently.
Content Management
Simply publishing your content on your website isn't enough.
Distributing your content across various channels ensures it reaches the appropriate audience at the right time. Additionally, it's crucial to track your content's performance to make necessary adjustments for better audience engagement.
We assist you with comprehensive content management, covering everything from planning and creation to publishing, promotion, and finally, reporting and analysis.
Content Types
Lead Generation
Whitepapers
Case Studies
Webinars
Gated Content
Web Content
Pillar Pages
Technical Blogs
Topic Clusters
Landing Pages
Sales Enablement
Brochures
Slide Decks
Line Cards
Technical One-pagers