1. 1 Running a Lean, Mean Content Marketing Machine
2. 2 Content marketing started with American manufacturing,
industry and machines; its inception was reliant upon the printing
press Print is still important to content marketing, but its
playing a decreasingly important role Content Marketing Used To
Primarily Involve Printed Assets! . . . And relied upon American
industrial ingenuity
3. 3 Printed Magazines Printed Guides Printed Books Other
Printed Assets What Content Marketing Used To Be . . . And still
is, in some cases
4. 4 Digital Video Digital Photos Blog Posts Podcasts Articles,
Whitepapers and Case Studies Infographics Social Media Posts
Applications Websites And much, much more! What Content Marketing
Has Become
5. 5 Technology has made it easier for companies to utilize
content marketing BUT . . . Not just any content will resonate and
be popular with your audience! It needs to be well researched, well
written and well designed Content marketing is an art and a
science! Content Marketing Is Getting Easier To Do!
6. 6 Content marketing is any marketing that involves the
creation and sharing of media and publishing content in order to
acquire and retain customers. It can be about your company (case
studies, product videos, photos) . . . But it should more often NOT
be about your company (guides, news, publications and media that
entertain and inform your target audience) What is Content
Marketing, Anyway?
7. 7 Social media updates Blog posts Photos Content Marketing
Can Be Simple . . .
8. 8 Writing and designing guides Magazines Video production
Infographics Webinars Websites (NOT your company website) Content
Marketing Can Be Complex . . .
9. 9 It makes people happy to learn about things theyre
interested in. Companies that create great, useful content about
stuff their target audience likes will be rewarded with trust,
engagement, brand awareness and new customers. Content Marketing is
Effective for a Very Simple Reason . . .
10. 10 The term was first used in the 1990s, but the practice
is much older Content marketing has been used by companies in some
form for 150 years! . . . But Content Marketing is Nothing
New!
11. 11 In 1867, Hartford Steam Boiler Inspection and Insurance
Company debuted The Locomotive. The publication provides technical
information to help equipment owners and operators manage risk and
solve operation problems. The Locomotive was originally distributed
in print, but is now maintained online. The Locomotive
12. 12 In 1895, John Deere launched the magazine The Furrow,
providing information to farmers on how to become more profitable.
The magazine is still in circulation, reaching 1.5 million readers
in 40 countries in 12 different languages. The Furrow
13. 13 Michelin developed the Michelin Guide in 1900, offering
drivers information on auto maintenance, accommodations, and other
travel tips. 35,000 copies were distributed for free in this first
edition The Michelin Guide
14. 14 In 1904, Jell-O salesmen went door- to-door,
distributing their cookbook for free. Touting the dessert as a
versatile food, the company saw its sales rise to over $1 million
by 1906. Jell-O Cookbooks
15. 15 Established them as thought leaders in their industries
Potential customers looked at them as sources of information, not
just as companies trying to sell something Built trust among their
target audience Created brand advocates Made their brands
synonymous with their industries, and led to more long-term sales .
. . What did this strategy do for these companies?
16. 16 Yup, they sure are. But guess what: they werent big when
they started content marketing! But these content marketing
examples are from BIG companies.
17. 17 Because SEO is becoming content marketing, plain and
simple! Search engines reward sites for original, well-crafted,
relevant content that visitors find valuable Websites that answer
questions about a subject are more likely to rank high for relevant
searches Publishing quality content about your industry also helps
build quality links and citations I do SEO. Why the heck do I need
to do content marketing?
18. 18 Content Marketing Might Not Lead to Immediate Revenue! .
. . but then again, search engine optimization doesnt lead to
immediate revenue, either. Good content marketing is focused on
long term, consistent strategy, not short term gains.
19. 19 Why should I produce something thats not about my
company and doesnt lead to immediate conversions? This is the most
common initial reaction I get from manufacturers whove never heard
of content marketing Manufacturers are slower to embrace content
marketing . . . But this means that there are more opportunities to
blaze trails
20. 20 Content Marketing Transforms Your Company Into a Thought
Leader, Creates Brand Advocates and is Good for Rankings!
21. 21 Theres no such thing as a boring industry . . . Only
boring marketers! Regardless of what your company produces, there
are countless opportunities to create unique, relevant, engaging
content Even if you sell nothing but identical cardboard boxes,
there are infinite ways to use content marketing to grow your
influence and revenue But my industry is too boring for content
marketing.
22. 22 If your competitors arent using content marketing yet,
they will be soon. Why not beat them to the punch? And most
importantly . . .
23. 23 Content Marketing for Manufacturers: Contemporary
Examples
24. 24 John Deere YouTube Channel Dozens of short videos
featuring how-to, equipment in action and more
25. 25 Lincoln Electric: ARC Magazine This past April, Lincoln
Electric Co. unveiled a new product. It's not a new type of machine
for welding, or equipment to use for training. In fact, it's not a
machine at all: It's a magazine. The Euclid-based welding equipment
maker launched ARC Magazine to try to attract more welders to the
field at a time when the industry sees a worker shortage on the
horizon. Source: Crains Cleveland Business
26. 26 CAT: Giant Jenga Video 3,000,000 views
27. 27 On their social media properties, Mercury promotes many
of their events with beautifully captured photos. There is also a
nice mix of other visual content from ads to just cool pictures of
Mercury products in action. Mercury Marine: Not Showing Off Their
Products . . . But What Their Products DO!
28. 28 Unique Paving Materials: Asphalt Paving History Blog
Post
29. 29 Even small companies need to embrace content marketing
If you dont adapt to a rapidly changing marketing environment and
audience expectations, your competition will pass you up It doesnt
require a writing degree or design expertise, just the willingness
to share fun, unique stuff about your company and industry If done
correctly, it doesnt have to take up too much of your time Content
Marketing for Your Company SEO and AdWords are great . . . But if
you want your company to excel, they arent enough
30. 30 Theres More Than One Way to Skin a Cat Depending on your
audience, vastly different content might resonate with them
Different kinds of content resonate with different audiences Some
target audiences respond well to detailed blog posts or white
papers, but yours might not Always keep your target audience in
mind when putting together a content plan: what will they enjoy?
Dont just share it and forget it . . . Monitor to see what kind of
content gets the most engagement! Rely on data to figure out what
your audience likes . . . NOT your gut feeling or your own personal
preferences
31. 31 Dont show people your products . . . Show people your
products in action! If you have 100 different products, then you
have 100 opportunities for fun, innovative, useful content Short
videos of your products in action or used in unexpected ways Blog
posts, case studies, testimonials Photos, photos, photos! Thinking
Outside the Box by Looking INSIDE the Box Your Companys Products
and Services as Content Marketing Fodder
32. 32 People are now turning to BRANDS instead of traditional
media for information about topics that interest them You dont have
to start your own magazine, but there are plenty of simple ways to
identify yourself as a thought leader Blog posts, simple guides and
whitepapers Sharing photos and videos that will inform or entertain
your target audience Creating & Sharing Content About Your
Industry or Niche . . . But not about your company
33. 33 Content marketing is like exercise: if you only plan on
doing it one time, dont do it at all Results might take months, but
they are well worth it Deliver the best quality content you can
Figure out a way to make it FUN so that you do it more
consistently! Quality and Consistency: The Two Keys to Success
34. 34 Photos Product videos Some blog posts Industry articles
Social media posts Identify gifted content producers on your team
REWARD THEM for their extra efforts! Types of Content That
Employees Can Create
35. 35 Magazines Professional video content Infographics Guides
Websites Types of Content Where Professional Help Might Be
Needed
