Industrial Marketing 101 Series
4 MIN. READ
If you have ever wondered how to write an industrial blog that will generate interest in your company, this article is for you. Read on to discover tips on planning topics, choosing content, and simply getting started.
What is a Blog?
Simply put, a “blog” is short-hand for “weblog.” Blogs began as an online diary, of sorts, in the mid-1990s. Since the Internet was a relatively new phenomenon, at least as far as the public was concerned, blogs became a way for ordinary people to write about topics that interested them and share the information on their home pages.
People blogged about their diets, hair loss and regrowth, pets, gardening, and anything else that came to mind. Since social media was still in its nascence, like-minded individuals could search for a topic of interest and follow a blogger. The competition for followers has grown exponentially since then, and online visibility has never been more critical.
What are the Benefits of Industrial Blogging?
Industrial blogging can help you build your business in myriad ways:
● Growing your network As more like-minded small-business owners search for information and land on your company’s page, your network will grow at a record pace. Some of these business owners may become future customers. Many of them will evolve into valuable resources for your company, as you discuss the issues you are facing. Chances are high that others have been in your shoes and can provide valuable insight into those challenges.
● Learning new skills. When you first started your company, you probably were not thinking about taking up writing as a side job. Blogging hones your communication skills, not only making you a better writer but also a more fluid ambassador for your company. With abundant composition tools now available online, you can quickly become familiar with search engine optimization (SEO) and other marketing efforts that will help your blog receive the attention it deserves.
● Generating leads. People search for topics that interest them. By the time they land on your blog, they are already interested in your product — and that places you halfway through the sales funnel.
● Establishing yourself as an industry leader. Not all blog posts need to sell a product. If you only write about your products, people will quickly lose interest. Instead, blog about problems facing your industry and solutions that have worked for your company.
How to Create Content that will Entice Manufacturers and Others
But how do you write an industrial blog that people will want to read? The answer, in one word, is planning.
Start by brainstorming ideas that interest you and are related to your business. From there, branch out to ideas that span several industries, such as supply chain issues or hiring the right employee for the job. Keep brainstorming until you have enough ideas to post several blogs each week for an entire year. That concept might seem overwhelming at first, but you will surprise yourself with the number of topics that you can generate on your own.
Using tools such as Google Analytics can help inspire you as well. Discover the most frequently searched words or phrases that relate to your business, even if the relationship is only tangential. Remember, you want to appeal to manufacturers and other individuals to gain a reputation as an industry leader.
Finally, create a publishing calendar. You should blog on a regular schedule so that your followers know when to tune in for your thoughts. A calendar also helps you to plan your content around important occasions. If you know that you have a new product launching in June, start posting related content in May. Also, take advantage of the natural search bump surrounding the holidays by creating seasonal content, keeping in mind that not all of your content should be about your specific business. For example, you could choose to discuss how online Christmas shopping affects timely parts delivery.
Be certain to include key elements in your blog to capture reader interest:
● Fast loading time. If your blog requires readers to wait 10 minutes for all of your graphics to load, they will simply select the next blog in line.
● Powerful hook. Grab the reader’s attention immediately.
● Clear call to action. Your blog should motivate your reader to act, whether that action is to buy your product or shorten their supply chain.
● Relevant external links. Linking other authoritative articles to your blog furthers your position as an industry leader.
Topics That Generate Interest
Technical resources generate great interest in the manufacturing community. With the economy in its current state of uncertainty, manufacturers and other small business enterprises appreciate an honest appraisal of how a product should perform and what its expected lifespan is.
Current events are always a hot topic. If something is in the news, whether it is supply chain issues, precious metals shortages, or the lack of a skilled and available workforce, chances are high that the same concerns are at the forefront for other small companies.
A well-written and well-placed blog provides the perfect opportunity to showcase a new product. If your company just launched an item or found an innovative solution to an old problem, brag about it in your blog.
Finally, company news provides your blog with an element of human interest. Celebrate employee milestone anniversaries. Discuss your recent expansion. Such stories help your readers put a face on the names of your employees.
A Solid Place to Start
When in doubt, work with the experts. MNI has provided proven industry leadership since 1912.
Powered by MNI data, IndustryNet provides your company with an essential backdrop for your online visibility, with the ability to feature your material on the popular IndustryNet blog and share your content across social channels and the IndustryNet Insider weekly newsletter. Such positioning gives your company an instant audience of over 35,000 followers on social media alone. Read more about our marketing solutions.
Start writing today, and let IndustryNet ensure that your voice is heard!
Read more from IndustryNet's Industrial Marketing 101 Series: Backlinks & Deep Links: An Explainer
Need more help with your industrial writing journey? Check out this course from MNI University: Writing for an Industrial Audience
