Skip to content

If you build it, they will come

Creating content should, in my opinion, be a priority for anyone in industrial marketing this year. Perhaps it already is for you. The next question is perhaps: “What should this content be? Should it focus on one type of content, or a mixture?”

Obviously, the correct answer will very much depend on what works in the market sector, who we’re making a particular effort to target, and what we already have. That’s something individual to every business. Is this something you’ve considered?

There are many lists available online of different types of content we could use. The most effective in the industrial and scientific sectors are probably:

  • Interviews/Q&As
  • Webinars and video demonstrations
  • White Papers and eBooks
  • Case Studies and Testimonials
  • Guides And How-Tos

These aren’t in any particular order, by the way! Most can be used as the basis for further content-based initiatives, such as press releases, social media posts, email marketing, etc. They can take the form of words and pictures, and possibly audio or video too.

Create a calendar

Once we’ve used our professional judgement as to what might work, and what we need more of, we can start to create a schedule. I know that many people like a seat-of-their-pants approach to marketing, but it would be very unusual for an ad-hoc approach to deliver a decent amount of content in a given time. A content creation calendar, even if it’s just an aspiration, seems to me to offer a much better chance of getting enough done.

Above all, we need to ask ourselves: what are our prospects asking that we might be the answer for? These questions should be the basis of any great content.