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Manufacturing SEO Marketing strategy Content marketing

What role does content marketing play in manufacturing?

Trade shows, face-to-face introductions and word of mouth. For many manufacturing businesses, this is the image that comes to mind when they think of ‘manufacturing marketing’. But these analogue methods are increasingly out of sync with today’s digital world. 

At Ketchup, we understand the importance of a content marketing strategy in positioning a manufacturing business within its target market, and to attract the right customer base. We know that manufactured products often have an incredibly specialised audience. But that’s all the more reason to harness the power of digital content marketing, to build authority, showcase expertise, and generate leads. 

What is content marketing?

‘Content’ is anything you need it to be. If that sounds ridiculous, allow us to explain. In a marketing context, content is the stuff that an audience consumes. If it helps them to learn about a business, directs them towards a website, or nudges them in the direction of a product or service, it can reasonably be described as marketing content. 

Manufacturing marketing is no different. Content such as blog posts, articles in trade publications, promotional emails or social media posts can all be used as part of an integrated industrial content strategy. 

If you put up a billboard, or go to a trade show, you have to hope that your target customer is in the right place at the right time in order to find you. But with strategic content marketing, you can target specific audiences, at just the right stage of their buying cycle.  

Strategy is key, particularly for manufacturing. The goal is to establish your business as an authority in its sector, even among people who may not have heard of it before. In manufacturing, with B2B audiences that are technically-minded, research-driven and risk-averse, the right content marketing strategy can go a long way to building trust, breaking down barriers and generating brand new leads. 

Manufacturing marketing that makes a mark

At Ketchup, we get the results to back up what we say. We’ve got years of experience working with manufacturing businesses, and developing bespoke content marketing strategies that make their mark. 

Fakro is a dynamic force in the roof window manufacturing industry, responsible for 15% of the global market. After working with Ketchup on content marketing for SEO, It saw significant results:

  • 178 of Fakro’s targeted keywords now rank in positions 1-3 in Google searches.
  • Fakro saw a 349% ROI from pay per click (PPC) content marketing. 
  • Overall, Fakro earned an additional £330K revenue from Ketchup’s SEO efforts. 

Stuart Canvas is a leading global manufacturer, designer and supplier of high quality bespoke covering solutions for sports venues including Lord’s, Wembley Stadium and Old Trafford. Ketchup’s bespoke B2B manufacturing marketing - including blog posts and SEO - enabled it to increase its digital footprint, with excellent results:

  • Stuart Canvas’ website now generates 103% more sessions than previously - meaning more people are engaging with its content, more often.
  • Its organic traffic is now 84% higher. 
  • The business now has 251 of its target keywords in positions 4–10 (an increase of 134 within six months).

Both of these businesses manufacture incredibly bespoke products, aimed at niche audiences. However, with the right content marketing strategy [from Ketchup], they were able to make significant strides, positioning themselves as sector leaders and establishing their authority. 

Let’s chat

So, if you’re ready to take your industrial content strategy to the next level, contact Ketchup today. Our experts are ready to craft a bespoke strategy to take your business exactly where it needs to go. 

Our years of experience in marketing for manufacturing means that we already understand your needs and [perhaps more importantly] your challenges. From showcasing expertise, to educating buyers, or supporting long sales cycles, we have the expertise you’re looking for. 

Visit our website to find out more and contact us. Who knows what we’ll create together?