In the ever-evolving digital landscape, content marketing has emerged as a powerful tool for businesses, including those in the industrial supply market. However, for content marketing to be successful, it needs to be carefully tailored to the specificities of the industry. Here, we break down the dos and don'ts of content marketing in this unique sector, armed with hard-hitting statistics.
DO: Understand Your Audience
Knowing your audience is key in any marketing strategy, and the industrial supply sector is no exception. According to the Content Marketing Institute, 56% of the most successful B2B content marketers have researched their audience to understand their needs. Before you create content, conduct market research, understand the pain points of your customers, and tailor your content to address these.
DON'T: Ignore SEO
In an industry where 61% of B2B decision-makers start the buying process with an online search (Google), overlooking SEO could cost you potential leads. Make sure your content includes industry-related keywords, meta descriptions, and backlinks to boost your visibility on search engines.
DO: Leverage Industry-Specific Content
For an industry like industrial supply, technical product specifications, case studies, white papers, and how-to guides are effective content formats. Such content not only educates potential customers about your products but also positions your company as a knowledgeable industry leader.
DON'T: Neglect Visual Content
While the industrial supply sector may seem like a strictly "numbers and facts" industry, it's important not to underestimate the power of visual content. A 2020 Venngage survey found that 49% of marketers rate visual content as "very important" or "absolutely necessary" to their marketing strategy. Infographics, product demonstration videos, and photo galleries can help break down complex information and make your content more engaging.
DO: Make Use of Social Media
While LinkedIn may seem like the obvious choice for the B2B industrial supply market, don't overlook other platforms. According to a 2022 Statista report, 70% of industrial professionals use YouTube to keep up with the latest business and industry news. Share your content across multiple platforms to reach a wider audience.
DON'T: Overwhelm Your Audience with Jargon
While it's important to display your industry knowledge, be wary of overwhelming your audience with too much jargon. Break down complex terms and use a tone that speaks to both seasoned professionals and industry newcomers.
DO: Track Your Performance
The only way to truly know what's working and what isn't is by monitoring your content's performance. This includes tracking metrics like website traffic, time spent on page, click-through rates, and social shares. Use this data to adjust your strategy as needed.
DON'T: Forget to Involve Your Sales Team
Your sales team interacts directly with your customers and understands their needs. In a 2022 LinkedIn survey, 75% of sales professionals said that they believed social selling tools helped them increase their sales. Collaborate with your sales team to generate ideas for content that resonates with your audience and effectively drives sales.
Understanding Content Marketing Is Critical
Content marketing in the industrial supply market is about understanding the unique needs of the sector and its audience. It requires a balance of technical information, SEO optimization, engaging visual content, and effective social media usage. With these dos and don'ts in mind, you can create a content marketing strategy that not only resonates with your audience but also drives measurable results.