I’ve published several articles on inbound and industrial content marketing in the past. Just do a search here or select it from the Categories to find them. I’ll summarize the key points and cite some of the latest statistics to validate my claims.
This is probably the single biggest area of concern and/or questions. Manufacturers want leads that turn into sales quickly. They don’t want to wait 6 to 9 months for results.
Of course, they don’t want to hear that, they want their phones to start ringing, RFQs coming in and their sales team involved in deep conversations in 30 days or less.
Unfortunately, that’s an unrealistic expectation because inbound marketing with content is not a one-off campaign or a project; it is a process! It takes time to gel before it can produce measurable and repeatable results.
That doesn’t mean you have to wait to see any measurable results. A well-planned and executed inbound marketing program will produce incremental improvements in the short term.
So why bother with content marketing if it takes so long to gain traction? Here’s why if you are trying to reach engineers and other technical decision makers. The chart below is from the research report, “How Engineers Find Information 2019” published by engineering.com.
Yes, manufacturing content marketing is challenging, and it isn’t cheap. I could write thousands of words on this point alone, instead, let me quote someone famous and cite a few independent research findings.