Technical Content Marketing
Consistently and efficiently win new work by providing the most upfront value through technical content that helps industrial buyers design, make, and source better parts.
The Importance of Technical Content Marketing
Over 60% of the purchasing journey happens online, and it’s self-propelled. Engineers and other industrial buyers are doing their own research to find solutions to their manufacturing challenges – and by the time they signal to a manufacturer that they’re interested in their services, they’ve all but made up their mind about the purchasing decision.
The manufacturers who consistently and efficiently win new work are the ones who provide the greatest amount of value well before they ever have a conversation with a potential customer. They add upfront value through technical content that helps industrial buyers design, make, and source better parts.
Companies who demonstrate their expertise are seen as trusted resources, identify themselves as strong partners, spend less per lead, and grow their revenue faster.
91% of technical buyers subscribe to newsletters
90% of engineers are more likely to buy from a company that regularly produces new or updated content
64% of technical buyers listen to work-related podcasts
73% of technical buyers turn to vendor websites for information
58% of technical buyers use generative AI during the purchasing process
How does Technical Content Marketing Work?
Content marketing is a strategy focused on producing technical content for your ideal customer -- engineers, OEMs, and CMOs.
A well-rounded, technical content marketing strategy incorporates blog posts, articles, videos, whitepapers, case studies, ebooks, and webinars.
Technical content will build trust with engineers and OEMs, showcase your manufacturing expertise, and help you turn that first RFQ into repeat POs.
A well-rounded, technical content marketing strategy incorporates blog posts, articles, videos, whitepapers, case studies, ebooks, and webinars.
You need to focus on the topics your technical audiences care about the most, like DfM/DfA, quality control, 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.
Content Marketing Offerings
Spark'd offers several content marketing options, including one-off assets and recurring, monthly content services.
Rapid Prototype
A one-off piece of content for your website.
Blog post, technical guide, case or part study, email newsletter, or LinkedIn post.
Low Volume Production
Maybe you need a collection of content that month. For example, a blog post with accompanying email newsletter and LinkedIn post to get eyes on your content.
High Volume Production
This option best suits manufacturers who are ready to commit to a long-term content marketing strategy, complete with SEO optimization and lead generation goals.