Developing an effective industrial marketing blog program
At Conach, we have been implementing client industrial marketing blog programs for many years. If you want your blogging to build brand awareness, generate interest in your business, and bring in leads, there are factors you need to consider.
When considering topics don’t make the mistake of thinking every blog needs to be about your services. Blogs are meant to provide readers with information they find valuable or at the very least, interesting. Therefore, a good mix of topics would be 70% related directly to what you do and 30% about manufacturing in general. Remember, a blog is an indirect selling tool. It promotes your company as an industry expert willing to share helpful information.
Writing the industrial marketing blog
Now that you have a good list of topics, the challenge is writing your industrial marketing blog. This could be done in-house if you have capable staff. If so, try to divide the writing among a few team members so it doesn’t become a burden. Often, writing the blog in-house isn’t an option, there are several content writing services available online. The costs range depending on the word count of the blog and expertise of the writing staff. If you want to be more involved in the content, hiring a freelance content provider lets you interact more with the actual writer than working through an online rep.
More active websites gain attention from Google search spiders potentially resulting in higher page ranking. Because of this fact, the more blogs you can post on your site the better. However, setting an unrealistic schedule could lead to frustration and abandoning the program if you fail to meet it. Instead, establish a schedule that is reasonable for your team or affordable if using a content writer. Whether it’s once a month or weekly, the point is to start blogging on your site. After all, something is better than nothing and you can always build on your schedule.
Ancillary marketing with your blog
While maintaining an active website and establishing your industry expertise are the main goals of an industrial marketing blog, there are other uses. For example, once a blog is on your website, you can share it by posting links on social media or using it in e-news. If you have several blogs that cover similar topics, you can assemble them in a white paper that it downloadable from your site. These papers can also be promoted through social media and e-bulletins.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business-to-business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.