Content marketing provides an opportunity to expand your business and to offer something of value to the manufacturing community around the world. Chris Fox, the creative director at MakingChips, shares why every manufacturing leader should be investing in the development of a strong and value-driven content marketing strategy. It’s all about building your online presence as a company and growing your audience.
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Content marketing has grown from only a couple of usable platforms to several powerful mediums for sharing what your business offers - from products to educational knowledge. Blogging, social media, and YouTube are all avenues for content marketing. The goal is to establish the presence of your business and brand, while also meeting the needs of the Metal Working Nation. Chris explains that learning and teaching are things that every machinist and manufacturing leader can benefit from. Every manufacturing business has expertise and wisdom to share with the manufacturing community. Don’t be afraid to begin documenting the story of your company as you create, make mistakes, and overcome obstacles. Your knowledge can easily become rich building material for content marketing!
Your audience craves and needs original, authentic content to help them accomplish their work at their very best. Being natural in your content marketing is vital. People easily see through facades and glossy content. Be honest and provide real solutions to real problems through your content marketing. If you want your audience to invest their time in watching your videos, reading your blog, or re-tweeting your twitter post, then you need to provide a valuable ROI.
Chris encourages listeners to put aside the notion of proprietary secrets. The goal is to grow as a manufacturing community - while also building your reputation as a brand. Value-driven content marketing can help establish your reputation as a trustworthy source for knowledge and product.
Vlogging is blogging in a video format - most often through YouTube. The true value in a blog comes from the individuals in your business. Content marketing doesn’t have to be formal or impressively polished. Being real is vital, and showcasing the talent and knowledge of individual team members can help establish credibility with your audience.
Chris explains how to navigate the nuances of vlogging as a manufacturing company. Being honest with the titles of your videos is key. If your title claims to answer a question, make sure that the video actually answers it. Google is now smart enough to read the transcript of your video and match it with the title. If those two factors don’t match up, Google is less likely to promote your video.
The length of your videos should be tailored to the needs of your audience. If it takes an hour to demonstrate the solution to a real problem, then your video should be an hour long. If it only takes three minutes, then only create three minutes. Lots of ads and fluff in your videos will turn your audience away and detract from your credibility. Above all, be honest and be concise.
The value in content marketing is derived from the desire to give without thought of receiving anything in return. Take the time to understand what your customers, partners, and team members need. Know what platforms they use and what types of mediums they are most likely to engage with. While you may not be able to kick off a content marketing strategy that utilizes YouTube, LinkedIn, TikTok, and Facebook all at once, you can certainly start with one. Don’t have expensive camera equipment to film? Use your phone! Bring in the team and refer to their feedback when developing material. Companies aren’t people, but they are made up of people. Make sure that you are providing excellent content by ensuring that you are not only promoting your brand but also equipping and inspiring.