Manufacturers See a Breakthrough with Content Marketing over the Last Year

Here are four key takeaways from the manufacturing content marketing report.

The Content Marketing Institute (CMI) has released the results of its annual manufacturing content marketing survey, and there have been some big changes since last year.

Like many businesses in the logistics and supply chain industries, manufacturing companies have been slow to adopt modern marketing principles. Many are hesitant to undertake a content marketing program, whether from lack of time or lack of knowledge about how it works and the benefits.

But that is beginning to change. Manufacturing companies are realizing how much there is to gain from inbound marketing strategies. They’re practicing content marketing, and it’s paying off. In fact, CMI has been conducting the survey among manufacturing operations for the last four years, and never before have the results indicated such progress.

We’ve summarized four of the things you need to know.

4 takeaways from the CMI manufacturing content marketing report

1. Marketers are improving at content creation.

Compared to one year ago, 59% of manufacturing marketers report more success with content marketing for their organizations. A whopping 82% of that group credits this increased success with improved content creation. This means that marketing professionals are getting more efficient at producing higher-quality content.

Related resource: Check out our guide on writing good content.

2. A documented strategy gets results.

This year’s study showed a 72% increase in companies’ documenting their content marketing strategy. Documenting your strategy allows you to set goals, identify benchmarks, and follow through on your objectives. It’s also easier for your organization to come together with a unified, well-rounded marketing and sales strategy.

Related resource: Start crafting your strategy with our content strategy template.

3. Content marketing is becoming a greater priority.

It may seem obvious, but for greater content marketing success, your business must prioritize your content marketing efforts. Of marketing managers who reported increased success last year, 62% credit putting content marketing higher on their priority list. This means communicating with leadership to ensure ample time to produce quality content.

Related resource: Show your bosses these 6 marketing metrics they really care about.

4. Manufacturing marketers are becoming more seasoned with content marketing.

The manufacturing world is gaining experience with content marketing. According to CMI’s survey, more than half (56%) of respondents report that their organizations’ content marketing maturity level is either sophisticated, mature, or adolescent — as opposed to young or “first steps.” That’s an 8% jump from last year. Gaining experience creating, documenting, and implementing a strategy is what ultimately allows marketers to determine what works for their business — and to see sustainable success.

Related resource: See how companies in the logistics and supply chain industries are using content marketing.

Going forward

CMI identified some areas for improvement for manufacturing marketers. Consider these recommendations as goals for your business as 2017 progresses:

  • Fully commit to content marketing. It’s time to go all in.
  • Focus on clarity in setting goals and documenting results.
  • Have a real vision of what success means for your business.

Manufacturing operations have come a long way in the past year with content marketing. As the supply chain industry gets more and more comfortable with this kind of marketing, the possibilities for business development continue to grow.

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