2023-11-10 21:48
As we approach 2024, I cannot overstate the importance of Search Engine Optimization (SEO) strategies for manufacturers and industrial companies. In this blog post, I will discuss the most e… Read More
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Industrial Marketing Today blog by Achinta Mitra - Practical insights & actionable marketing advice for manufacturers, distributors & engineering companies
2023-10-30 18:38
Do you believe that industrial email marketing for manufacturers is outdated and ineffective? Think again! While it’s true that open and click-through rates have seen a downward trend… Read More
2023-10-16 19:53
Industrial content marketing for manufacturers is a powerful tool to help your business achieve its lead generation and sales goals. It’s a strategic marketing approach focused on crea… Read More
2023-10-02 16:05
As someone who has been creating industrial content and blog posts for engineers and industrial professionals for many years, I understand the difficulties and the importance of creating hig… Read More
2023-09-18 16:48
Are you considering an industrial website redesign? This is a topic of discussion as Q3 ends and, as Q4 starts, many companies begin to do their annual planning and budgeting. However, the s… Read More
2023-09-05 16:01
I’m sure you’ve heard marketing consultants like me talk about the importance of creating a marketing strategy and then following a plan for success. But what exactly is the diff… Read More
2023-08-14 15:02
I recently downloaded the report Manufacturing Content Marketing – Insights for 2023. The results are from the survey done and published by the Content Marketing Insititute. They do th… Read More
2023-08-01 13:32
When it comes to creating manufacturing content for engineers, it is crucial to understand their unique needs and challenges. Engineers are problem solvers by nature, and they seek content t… Read More
2023-07-20 16:00
As an experienced industrial marketer with 35+ years of hands-on experience, I have witnessed first-hand the unique challenges manufacturing marketers face. In this article, I’ll discu… Read More
2023-06-01 21:00
I am often asked to explain the differences between digital marketing for manufacturers and B2B marketing. I don’t assume anything and start from the basics. You may already know some… Read More
2023-04-25 15:01
Industrial website redesigns require careful planning and attention to many details. You are likely to be disappointed with the results if you or your developer don’t put in the time u… Read More
2023-03-23 19:26
Manufacturers have unique marketing challenges that other businesses don’t face. As a result, they must develop innovative manufacturing marketing strategies to reach their target audi… Read More
2023-02-27 16:46
Are you a manufacturing or technical content marketer struggling to create good content that is seen and used by your target audience (Engineers and industrial buyers)? If so, you’re n… Read More
2023-01-16 22:00
Marketing to engineers has always been a challenge. Fine-tune your industrial marketing armed with research findings and knowledge about how engineers and technical professionals make buying… Read More
2022-12-22 15:01
2022-11-23 16:07
I wish you a very happy Thanksgiving as you celebrate with your family and friends. Thank you for being a loyal reader of this blog. We’ll be closed Thursday, 11/24/2022, and Friday, 1… Read More
2022-11-18 23:46
There are a few misconceptions or myths surrounding content marketing for manufacturers. I say this based on my hands-on experience working with manufacturers every day. In this post, I&rsqu&hell…Read More
2022-10-18 15:11
What content do engineers want is probably a question you’ve asked yourself many times. An industrial website is the hub for manufacturing content marketing. It is by far the most impo… Read More
2022-09-26 15:30
[This post was originally published in December 2010. I have rewritten and updated it recently. Last Modified Date: 09/26/2022] Lead generation for manufacturers is not easy, and it takes ti… Read More
2022-08-24 19:37
Manufacturing blogs are probably not the first thing that comes to mind for industrial lead generation, but they are related, as I’ll explain in this post. However, writing and publish… Read More
2022-07-19 15:50
Think email marketing for manufacturers is passé and is no longer effective? Think again! Granted, open and click-through rates have declined over the years. However, it is still one… Read More
2022-06-16 18:59
Industrial websites and manufacturers’ expectations are not always in sync. I say that from my regular conversations with manufacturers from various industries and from around the worl… Read More
2022-05-25 16:05
Job #1 of industrial marketing for manufacturers is to generate leads. Is that assumption valid? To me, that’s like putting the cart before the horse. So, before I explain why I said w… Read More
2022-04-25 15:21
Industrial marketing has become more digital now than in the past. (See Marketing to Engineers—Why Digital is the Dominant Strategy). ToFU stands for Top of the Funnel in marketing and… Read More
2022-03-22 18:30
Gated content is the most common way for manufacturers to generate leads from industrial websites. If you are not familiar with the term gated content, it refers to content that needs the re… Read More
2022-02-16 21:55
Digital marketing to engineers works for several reasons. And you can’t argue against the results. I’ve been a big believer and a practitioner of digital marketing strategies and… Read More
2022-01-14 19:58
Manufacturing content marketers can really help reduce the stress on engineers. I’m not being facetious or trying to be clever with my headline. Don’t believe me? Let me explain… Read More
2021-12-16 17:47
I want to say a big THANK YOU to my loyal readers of this blog and valued clients for making 2021 another successful year for my industrial marketing company, Tiecas. I’m also grateful… Read More
2021-12-09 17:59
You can’t avoid technical content writing if you are a manufacturing content marketer. Let me first differentiate technical writing from technical content writing. They may be used int… Read More
2021-11-17 16:55
I just received an advance copy of Manufacturing Content Marketing Benchmark, Budgets, and Trends (Thanks, Amanda!) published by the Content Marketing Institute (CMI). The timing couldn&rsqu&hell…Read More
2021-11-04 20:07
Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’… Read More
2021-10-20 17:13
Industrial blogging is an important and integral part of manufacturing content marketing. Yet, I’ve found that many manufacturers and engineering companies are not willing to invest th… Read More
2021-09-15 16:12
Historically, e-commerce for manufacturers and distributors has been lagging with some exceptions. I know of two industries that have adopted e-commerce quickly—distributors of industr… Read More
2021-08-20 18:25
The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-e… Read More
2021-07-20 14:55
The importance of landing pages for industrial lead generation cannot be overstated. Why? That’s where conversions happen—visitors turn into leads. Landing pages are where your v… Read More
2021-06-15 16:11
I understand you may have more than three Frequently Asked Questions (FAQs) about manufacturing content marketing. This post will focus on the three questions that my manufacturing clients a… Read More
2021-05-17 21:18
Understanding the industrial customer journey is essential to the success of digital marketing with content. Based on my conversations with manufacturers, I sometimes get the impression that… Read More
2021-04-23 14:30
Industrial website redesigns are major undertakings, not something you want to decide or do in a hurry. They require careful planning and input from many stakeholders for them to succeed. I… Read More
2021-03-29 15:55
CAD and BIM files are not the first things that come to mind when one talks about manufacturing content marketing. However, they are two of the most valuable and effective content assets to… Read More
2021-03-03 20:47
Industrial email marketing may not get the same attention and love as it used to because of social media. However, don’t abandon it because it is still highly effective when targeting… Read More
2021-02-18 22:15
Welcome to WordPress. This is your first post. Edit or delete it, then start writing!
[ This is only a content summary. Please click on the headline to read the full article. Visit my websit… Read More
2021-01-11 16:57
Trade shows have always been a big part of manufacturing marketing for generating new leads that convert into sales opportunities. Of course, the COVID-19 pandemic has made in-person trade s… Read More
2020-11-20 22:06
No, I don’t have a crystal ball. What I do have is the brand-new report, Manufacturing Content Marketing, Benchmarks, Budgets, and Trends—Insights for 2021 published by the Conte… Read More
2020-11-11 16:43
As I was researching the topic of manufacturing marketing for industry 4.0, I found a ton of online articles when I did a Google search for “marketing for Industry 4.0.” My searc… Read More
2020-10-12 21:12
That’s my take on the challenges and issues faced by industrial companies with manufacturing content marketing distribution and measurement.
The post, %Manufacturing Content Marketin… Read More
2020-09-17 16:24
Industrial lead generation is an important, if not the #1 goal of industrial marketers. Sure, there are other objectives of manufacturing content marketing as can been in this chart from the… Read More
2020-08-19 15:00
Industrial marketing coaching is something I’m asked about often, especially in the past 6 to 8 months. The headline of this post is my tongue in cheek attempt at the famous McDonald&r&hell…Read More
2020-08-04 17:16
Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog… Read More
2020-07-15 14:47
Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marke… Read More
2020-06-22 21:06
Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted… Read More
2020-06-15 17:50
I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: &ldqu&hell…Read More
2020-06-01 18:45
The post, %Industrial Blog Post Writing Subscriptions% by %Achinta Mitra% was originally published on %Industrial Marketing Today%.
[ This is only a content summary. Please click on the head… Read More
2020-05-20 14:43
Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your in… Read More
2020-05-08 21:01
Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significa… Read More
2020-04-14 14:16
Industrial blogs are not often talked about by manufacturers when it comes to lead generation. They tend to brush it off as too time consuming and/or not very effective. They are not complet… Read More
2020-03-12 19:01
Understanding the content preferences of engineers and industrial professionals is crucial to your success with industrial content marketing. That applies to the content for industrial websi… Read More
2020-02-17 20:37
The original post %Content Marketing for Manufacturers: Are You Using its Full Power?% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
My initial conversations with indus… Read More
2020-02-05 17:41
The original post %Technical Content Creation for Manufacturing Marketing% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
Technical content creation is a big challenge f… Read More
2020-01-03 20:41
The original post %Industrial Marketing in 2020 and Beyond% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
Happy New Year! I recently had a very interesting conversation… Read More
2019-12-18 16:42
The original post %Happy Holidays and Best Wishes for 2020% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
I want to say a big THANK YOU to all my valued and loyal indus… Read More
2019-12-04 20:31
The original post %Why Email Marketing for Manufacturers is the Cornerstone of Industrial Marketing% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
Email marketing for m… Read More
2019-11-22 11:22
The original post %Happy Thanksgiving% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
The post, %Happy Thanksgiving% by %Achinta Mitra% was originally published on %Indu… Read More
2019-11-14 16:00
The original post %The State of Manufacturing Content Marketing 2020% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.
Manufacturing content marketing has come a long way… Read More
2019-11-05 18:19
Creating a successful website design for manufacturers takes careful planning, a deep understanding of how engineers and industrial buyers make decisions and a lot of hard work. These have n… Read More
2019-10-22 16:18
Marketing to millennial engineers requires a deep understanding of the age differences among the engineering workforce. I have talked about this in the past and it was also a key talking poi… Read More
2019-10-07 13:15
Content marketing for industrial distributors can be very challenging. The biggest problem I’ve seen is that there is very little differentiation between distributors serving the same… Read More
2019-09-26 20:30
Industrial marketing budgeting and planning activities pick up at this time of the year. As they say, “ʼTis the Season.” Things begin to get very hectic as we go deeper into… Read More
2019-09-20 17:28
An industrial website redesign is a major undertaking. It is not something that you should do on a whim or expect to launch a new site in a few weeks. According to a survey done by IE… Read More
2019-08-20 15:56
Industrial marketing for manufacturers is a complex process that takes time, expertise and money to produce tangible and repeatable results (aka more quality sales leads). And I’m not… Read More
2019-07-18 16:55
Conversations about inbound marketing for manufacturers invariably leads to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound… Read More
2019-06-17 15:35
Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past. Why not join me for a free webin… Read More
2019-05-22 20:57
I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing co… Read More
2019-04-22 21:44
Industrial email marketing is and should be an important component of your content marketing strategy when targeting engineers and technical professionals. I’m sure you’ve heard… Read More
2019-03-19 21:06
Industrial lead generation is the lifeline for manufacturers, distributors and engineering companies when it comes to accelerating their pipelines and growing sales. However, turning new lea… Read More
2019-02-19 00:12
Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content… Read More
2019-01-11 22:06
Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer personas and the b… Read More
2018-12-17 14:57
As 2018 comes to an end, I’d like to thank all of you for being regular readers of my blog. Some of you have taken our relationship to the next level by becoming new clients. I truly a… Read More
2018-11-30 19:36
HubSpot is a great “marketing-in-a-box” solution for those getting started with inbound marketing. It is a good fit for companies with a one-person marketing department or a smal… Read More
2018-11-29 21:08
Tired of a slow-loading site or your site being down often? Those are typical problems with inexpensive shared hosting. Don’t want to pay the high cost of a managed hosting service? Si… Read More
2018-11-27 20:40
Are you responsible for managing your WordPress site? Are you new to WordPress and need to get up to speed quickly? Then WP101 is perfect for you. You can always find free, homemade videos o… Read More
2018-11-19 22:01
I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalS… Read More
2018-10-25 20:33
Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogg… Read More
2018-09-13 18:54
You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and enginee… Read More
2018-08-14 16:00
When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your conte… Read More
2018-07-15 14:49
An industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. Thi… Read More
2018-06-19 19:48
Do you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam… Read More
2018-05-22 15:58
Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a… Read More
2018-04-20 14:11
Curious about how your peers and the competition are spending their industrial marketing dollars? You are in the right place at the right time. I just finished reading the research report, 2… Read More
2018-03-22 22:05
Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as… Read More
2018-02-20 22:34
Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-d… Read More
2018-01-17 17:42
Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content M… Read More
2017-11-27 17:18
Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target a… Read More
2017-10-12 16:08
What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22… Read More
2017-08-26 15:52
Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered system… Read More
2017-07-27 21:50
Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure… Read More
2017-06-28 15:18
Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING… Read More
2017-05-22 14:41
Industrial email marketing is alive and well in 2017 despite what you may heard or read to the contrary. To quote Mark Twain with a slight modification, “The reports of my its death ha… Read More
2017-04-24 16:01
Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it… Read More
2017-03-21 14:50
Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technolog… Read More
2017-02-17 18:29
For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 wa… Read More
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