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Content marketing
For manufacturing and engineering companies

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.

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.