Even for the most experienced content marketing manufacturing blogger, there will eventually come a day when the dreaded specter of writer’s block will rear its ugly head and leave you staring at a blindingly blank screen wondering those fateful words
Manufacturing blogging is no walk in the park under normal circumstances, let alone when your creative juices are a little less fizzy than usual. With such specific products with such a narrow customer base to appeal to, bloggers can spin their marketing ties bald trying to think of the latest way to make their company’s brand of widget into a creative sensation.
To those in this all too common predicament, I offer these time honored words of wisdom: keep it simple, stupid.
Case studies – the bread and butter of manufacturing blogs
If manufacturing blogging were a car dealership, case studies are the sensible four door sedan that many will spend the whole car shopping experience trying to avoid. It doesn’t have the head spinning sex appeal, nor does it have the all-terrain horsepower of a product, but what the case study lacks in flash it makes up for in performance.
When it comes to getting your manufacturing marketing blogs from point A to point B, no bit of content matches the consistency, simplicity, and results of the tried and true case study.
When it comes to manufacturing blogs, consistency is king
At its core, content marketing is the art of using your unique brand voice to facilitate a connection between your product and its desired target market. But how do you establish a unique brand voice? One word: Consistency.
Your audience is bombarded with a host of sales pitches and product solicitations from the time they first check their phones in the morning to the time they turn off the TV at night. This constant barrage of marketing has given consumers a pretty sensitive smell test for phony bologna sincerity, which is why it’s more important than ever to maintain a reliable tone that your readers can easily come to associate with you.
With case studies relying on an expository and authoritative style that harkens to the trade publications that many manufacturers already subscribe to, your readers are likely to feel an intrinsic comfort with your content from the outset.
Keep it simple
While many a crack writer have needlessly fried their synapses trying to turn manufacturing blogs into Faulkner or Shakespeare, the plain and simple truth is that working smarter and not harder is the way to go.
A case study is a deep dive into a particular story or event associated with your brand; nothing more and nothing less. The minute you begin to attempt to pump it full of flowery language or overly salesy marketing jargon, you’ve turned a simple slice life in your company into a hodgepodge that sinks under the weight of its own text.
For that reason, writers will want to stick to the tried and true inverted pyramid structure in order to answer those essential questions about the case you’re trying to relate:
• Who is this case about? A specific client? A specific engineer on your design team?
• What is this case about? Is this about how one of your products saved the day for a client in need? Or maybe it’s about your engineers improving a product?
• When did this all happen? This week? Last year? When the company was first formed?
• Where did this happen? At a client’s job site? Or maybe on your own factory floor?
• Why is this important? There’s a lot of content competing for your clients attention; why is this case study of yours a game changer?
In spite of the dry nature of many manufacturing blog case studies, they continue to lead the back when it comes to effectiveness for the plain and simple reason that they generate results.
Case studies reveal the nuts and bolts details of a successful relationship with your company. Unlike product promotional blogs that entice and tantalize with the flashy itch of the new and improved, a case study is a real life narrative that allows a potential client to place themselves directly in the shoes of the client in your study. Think of it like the department store mannequin of manufacturing blog content: This could be you! Why not try this on?
The proof is in the data as well, with effectively crafted case studies packing the potential to increase lead conversion rates by double digits.
Far from the snooze worthy content that many bloggers think them to be, exceptional case studies have the potentials to do the lion’s share of the work for manufacturing marketers who know what they’re doing.
Linda A. Fanaras is the President and Founder of Millennium Agency (www.mill.agency), located in Manchester, NH, and Boston. She can be reached at 877-873-7445 or firstname.lastname@example.org