Should You Start an Industrial Blog? YES!

Posted on Aug 11, 2014 by Kerry O'Malley

Facts-2 Resize

Are you on the fence about starting an industrial blog? Don’t know why, where, or how to begin? You keep hearing about content marketing and its many benefits, but you’re unsure of what that would mean for your business. Your biggest reason for creating a blog strategy and content is to entice people in their purchasing journey when it comes to your company’s products and services.

Web content (blogs, white papers, videos, and webinars) establishes your credibility, expertise, and positions you as a thought leader in your field. As your blog is read, Liked, Tweeted, +1, and Shared, you are connecting with potential customers. The best part of a blog post…it works for you day and night. It can be found in 3, 6, 9, or even 12 months later and spark another round of shares and inquiries. However, not any plain web content developer or marketing firm will do…you need someone who understands how to write for engineers and other technical types and who gets industrial marketing.

Username: Engineer Password:Ch4773ng!ng!

Engineers not only love challenges, but they are a challenge! They amass knowledge by meticulous research and through the engineering grapevine. Writing for engineers means establishing a level of confidence and trust in your content. And this is where most marketing agencies fail when it comes to industrial blogging. Engineers are complex creatures that refuse to change their habits unless you can convince them that your way is better, more efficient, or solves a specific problem they’re having.

Another reason to gear your content towards technical professionals? Older engineers with purchasing authority are rapidly closing in on retirement and they are being replaced with younger engineers who use digital resources for product comparisons and specs, reviews, services, equipment, and suppliers. An impressive 89% of technical professionals use search engines for research—and of those, 86% read blogs, white papers, and participate in webinars to gain knowledge. If you are not creating content for this group, then you are missing out on connecting with your current and future customer base.

Cracking the Engineer Code

I had a lot of trouble with engineers, because their whole background is learning from a functional point of view, and then learning how to perform that function.

Brian Eno

Engineers have a very specific 3-stage buying journey. First, they research and analyze their needs, then they compare and evaluate products/companies/services, and then they purchase. They may cycle through the first and second stages several times before finally making a decision. Where do they get this information? By using digital resources, of course! How do you crack the engineer code? Create content that hooks technical professionals early in the buying journey. It’s all about catering to their natural sense of habit and routine. Once you’ve piqued their elusive interest, you’ve just gained a customer for life.

Commence blog in 3…2…1…

You know why you need a blog. You know whom you should be tailoring your content to. Now you need to know how to start a blog. This is the easy part. You find a good marketer who gets what industrial is all about. You can’t use consultants and agencies that have little to no experience with industrial marketing. They try to use “one-size fits all” B2C tactics that repel your customers and are a big waste of your money. Your customers want technical posts written for them by experts in the subject matter. Hiring an agency that employs Joe Writer who normally writes blogs on motor racing or the art of wine and cheese pairing on cookie cutter “help/personal growth sites” will lead to content that isn’t credible. Technical professionals can easily spot a newbie and any content created by them will most likely cause your company to be discredited and not used as a future resource.

Want to save yourself from bad web content writers and alienating your customers? Contact Marketects for all of your web content needs. With over 16 years of writing for engineering and technical audiences — we know industrial. Our seasoned technical writers can create content that will produce results and convert readers into leads. So, why wait? You’re one blog post away from some new business opportunities.

Author: Kerry O'Malley

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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