Content marketing
For manufacturing and engineering companies

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Here’s a fact: 70% of your buyer’s decision has already been made before they speak to one of your sales team.

That means people are using the content to help make up their mind for themselves.

So ask yourself, is your content marketing strategy no more than a digital brochure? Does it sound like every other engineering and manufacturing firm out there? Are you only talking about yourself and not the problems your customers are facing?

If so – FINALLY can change that with content marketing services.

GET IN TOUCH

Content marketing services:
Our approach

To us, content marketing isn’t about telling people all the logical reasons why they should do business with you. It’s about showing people your engineering and manufacturing expertise can help them.

This is how you build trust, and why someone will choose you over your competitor.

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CONTENT MARKETING - STEP BY STEP

DISCOVERY DAY

A day of discovery for us and clarity for you. Our team will run several exercises that help zero-in on what's important and what isn't. What’s involved:

  • All about you – highlighting your strengths, weaknesses and opportunities.
  • All about your brand – company positioning, your brand's DNA and personality.
  • Customer personas – who they are, what they care about and what their challenges are.
  • Customer journey – mapping out the entire process of prospect to customer and the gaps you have in this journey.
  • Sales & Marketing alignment – defining the sales funnel between MQL and SQL.
  • Building a plan – looking at the must haves, should haves and could haves.
  • Goal setting – Turnover, leads, number of new customers in years 1, 2 and 3.

BRAND DNA DOCUMENT

This is then distilled into a presentation to summarise all the strategic thinking and creative direction from the Discovery Day. What’s included:

  • Your one page marketing plan – who you’re targeting, what you want from them and how you’ll achieve it.
  • Your purpose – a statement that explains why you exist.
  • Your vision – a statement that explains what you’re here to do.
  • Your values – a set of 4 or 5 words that encapsulate your business culture.
  • The big idea – a concept that will direct your brands vision and messaging.
  • Your tone of voice – defining your personality in words.
  • Your benefits  – a list of real reasons why someone should buy from you.

CONTENT WORKSHOP

Training for your team on content marketing; what it is and how we can use it to your advantage. What happens: 

  • Tasks to uncover the questions your customers want answering. 
  • Finding the key pieces of content that will ‘move the needle’ and generate ROI.

CONTENT MARKETING STRATEGY & PLAN

From here we’ll know who the content is for, how to talk to them and what content they need most. All we need next is a strategy and plan, which looks like this: 

  • Overview – the 6-month role of content and what actions to take.
  • List of titles – the questions that need to be answered and the formats required.
  • Keyword research – the terms that will make your content easier to find.
  • Plan – details of the contents role and key dates for approval and delivery.

CONTENT REPORTING

As part of your ongoing marketing report, you’ll also see metrics on your contents performance, presented in: 

  • Monthly check-ins – quick overview of content progress.
  • Quarterly check-ins – deeper analysis of results and opportunities for optimisation.

ONGOING RETAINER

The next 6-12 month content strategy and plan:

  • Strategy – what type of questions and formats work best for your audience.
  • Plan – details of new content, frequency and delivery.

Are our content marketing services any good?

EMAIL OPEN RATE

100.94%+

Increased email open rate by 100.94% by improving the language used in subject lines and preview text.

EMAIL CLICK RATE

122.09%+

Increased email click rate by 122.09% by testing and optimising the style of CTAs within the email.

CTR

10.47%+

The combined improvements to the open rate and click rate increased CTR by 10.47%

But are we the right content marketing agency for you?

Choosing the right agency is crucial; there is a lot to consider, and a lot at stake. Get it right and you accelerate your business's growth. Get it wrong and you’re back at square one.

A quick sense check is to take a look at the types of engineering and manufacturing brands they already work with; here are ours:

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View case studies

And if that doesn’t help, have a scan over FINALLY’s
6 essential steps to avoid choosing the wrong agency
and learn what to be mindful of.

How much does it cost?

Your retainer is completely dependent on what you need and how much you’re willing to invest in content marketing services. But to help, here’s what one of our retainer costs and what’s included:

CONTENT RETAINER:

Perfect for engineering and manufacturing companies that want to attract high quality prospects through engaging and informative content.
£3,600pm includes:

  • Discovery Day.
  • Brand DNA & tone of voice.
  • Content Marketing workshop & calendar.
  • Copywriting for key website pages.
  • Monthly content creation.
  • Monthly website optimisation.
  • Reporting.

If you think you only need some and not all of the above, then you’ll need to talk to one of the team to get a detailed and accurate quote, you can do that here.

Ready to work with us?

Meet the team you’ll be working with

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Charlotte Collier

Head of Operations

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Chris Haydon

Head of Content

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Amber Mackay

Head of Client Services

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Connor Finn

Copywriter

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Ella Harvey

Head of Digital

meet the team

Are you ready to create the content marketing plan that answers your prospects' questions?

Book a free 15-minute chat with FINALLY CEO Rob Dando, where he’ll be more than happy to answer any questions you might have.

I'd like to speak to someone