What did manufacturers have to say about content marketing success in manufacturing for 2021? That main takeaway I got from reading the full report was this: 2021 was a year for many changes in content marketing for manufacturers.
Have you been making strategic content marketing changes in your company? If not, maybe it’s time to consider some of the changes other manufacturers are making.
Of the surveyed marketing professionals in the manufacturing industry:
Manufacturing companies face some challenges in getting content marketing done well. As reflected in the visual above, only 39% of manufacturing marketers rate their organization’s content marketing maturity level at mature or above. However, a large portion of marketers moved up in their maturity level compared to past surveys.
We can expect content marketing for manufacturing companies to continue to mature. Likewise, confidence will also improve.
The statistics below provide an overview of how content marketing gets done by manufacturing firms.
It’s interesting to see that video content is catching up with email content marketing in terms of prevalence. Below are the percentages of respondents who produced and shared each type of content:
The pandemic drove video and virtual event marketing forward at a faster pace. The popularity of these formats will likely persist.
In 2021, manufacturing marketers reported using content marketing to successfully support the following business goals:
Given the effectiveness of content marketing to achieve these goals, many companies have made plans for increased investment. Top plans for content marketing investment moving forward included spending more on content creation and implementing website enhancements.
Get a copy of the full report on content marketing for manufacturers from GlobalSpec.
What plans does your company have for improving your B2B content marketing strategy?
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With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.