Building Better Marketing Messages for Manufacturers
But tailoring the right message, that may not explicitly promote your product but does stimulate interest in your brand, isn’t always that easy. In fact, it’s not uncommon for many manufacturers to face barriers in writing content that is both appealing and accurate to the product and its function. Engineers and operators are busy with their daily activities and getting them to sit down and write a thousand words on the technical applications of your particular product is no easy feat. Assuming you can get that write up, there’s still a matter of optimizing it for varying channels, ensuring it is engaging and sharable while being technically accurate, and has that tailored marketing spin to draw attention from different personas.
Many marketing directors and coordinators for manufacturers face these challenges every day. Because reliable and relatable content is another important foundational component for content marketing, we recommend taking over the content writing process. Rather than relying on your technical teams to build content, make the process more efficient by interviewing them about your products for 15 to 30 minutes. Record the interview and take pictures and notes if they have visual aids. Use this information to curate blog articles, social media posts, and even video content and ask your technical teams for a quick review. This will speed up the process and give you resources for further development later on. When writing blogs, white papers, or even social media posts, consider using Google tools for keyword research. Find the terms your audience is searching for and make sure to utilize these phrases throughout your content. Remember, create a series of messages about the same subject, written or displayed differently to make an impact on your varying personas!