Make No Mistake: Content Marketing for Manufacturers IS Data-Driven

Manufacturers are, by nature, data-focused folks. You have to be. In order to be profitable, you must be able to continually fine-tune your processes. And in order to continually fine-tune your processes, you have to have an in-depth understanding of every aspect of every operation you perform. Consequently, when organizations in the manufacturing space hear the term “content marketing,” they may be a little skeptical. It’s a term that sounds like it might be all about creating pretty marketing materials and hoping people like them, with little or no hard data involved. As a top content marketing agency, we explain to our clients nationwide that the reality is quite the opposite.

Data is the Key to Content Marketing

Now, of course, content marketing does require that you produce and promote high-quality content based on your target personas. However, that’s just the beginning. From there, ongoing collection and analysis of data is critical. It allows you to, in a nutshell:

• Better understand your target market’s wants and needs
• Modify content to maximize its appeal to the people consuming it
• Assess and enhance your content promotion strategies

That said, there are five key considerations to keep in mind as you get started with your content marketing strategy, ideally using a platform like HubSpot to manage and measure your campaigns:

1. Start simply. HubSpot is a powerful tool that can provide a wide range of analytics. However, it’s best to focus on measuring and improving a few key metrics initially. A “walk before you run approach” so to speak.
2. Think globally. While you may be looking at just a portion of the data available to you at first, that doesn’t mean you shouldn’t be considering the “big picture.” Your marketing plan should involve continually adding more metrics to the mix.
3. Be patient. Content marketing is not a quick-hit kind of strategy. It involves nurturing prospects in a way that will pay off big time down the road. The early data probably will not be jaw-dropping, but the six-month, one-year, or two-year recaps will show you what a smart investment you’ve made.
4. Be wary of small samples. You can drive yourself crazy trying to understand every dip and spike in your numbers — especially if you’re looking at individual campaigns. You’ll have a better feel for your progress as more data accrues.
5. Emphasize that data is everyone’s job. In order for your strategy to be successful, everyone involved (both in-house resources and your content marketing agency if you use one) must understand what your key metrics are and what tools you are using to reach them.

Manufacturing Precision, Meet Marketing Precision

If you’ve always thought of marketing as a “soft” discipline based on hunches and instincts, think again! Content marketing relies on hard data in the same way your manufacturing processes do. And our content marketing teams in Colorado Springs, CO, Olympia, WA, and Springfield, MO, are skilled in using those numbers to drive your success. Contact us today to find out how we can collaborate with you to help you meet your sales objectives.