A while back I wrote about the 5 statistics and 5 steps that I thought were necessary to understand and implement manufacturing marketing.
Let's look at the first step:
Create solutions-based content
What does this mean?
Solutions based content come in all forms, but some of the most common examples can be found as:
Application stories- Case studies
- White papers
- Blog posts
- Industry articles
- YouTube videos
Your goal with this type of content is to help your prospects do their job better by answering their questions or helping them solve problems.
You should be creating content for real people with real issues. Often, although not always, this type of content is going to be answering a who, what, where, when, or why question.
- How do I increase productivity?
- What is the best way to bend steel pipe?
- Where can I find components for a laser marking system?
How do you create solutions based content?
Understanding your prospects is key to creating effective solutions based content. To answer the questions your prospects are asking, first you need to know the questions.
That might sound like marketing double speak, but it’s actually a lot easier than you probably think. In fact, you already have the perfect in with your prospects and their buying process: your customers!
Actual customer calls and emails are amazing places to find out what types of problems your prospects are dealing with. Your current customers used to be your prospects after all. You just need to be aware and listen for the questions and document them for your content writers.
If you aren’t already keeping track of the questions your customers are asking, then I suggest you start doing so. Then get working to create content that answers those questions.
Topics: Marketing, Manufacturing, Content
