Content Strategy for Manufacturing Companies

[dot_recommends] May 12, 2022 Manufacturing Marketing Tactics

“Content Intelligence” is the new SEO Powerhouse Driving Enormous Increases in Website Traffic

Visual representation (stacked bar graph) of data on the percentage of organizations' use of data science and machine learning.

You may have seen our posts on setting content goals, the buyer’s journey, prospect engagement, and more. Today we’re focused on content strategy for manufacturing companies. Specifically, how the fastest growing technology in marketing: Artificial Intelligence, or AI is changing content.

As shown in the graph above, 26.5% of marketing and sales teams reported using data science and machine learning as of 2019. Another 21% were evaluating its use. Over a third (35%) planned to use it in the future, and 17.5% had no plans to incorporate AI.

Content writing may seem old fashioned in the fast-paced, data-rich field of digital marketing. After all, it’s so human. A writer drafts content and places it online. That seems pretty low-tech for 2021. But manufacturing marketing content is starting to go high-tech with AI.

AI use in sales-driven marketing

AI has been around with chat bots and other marketing tools for some time. Now, AI for content marketing is the latest hot technology. And AI is what’s behind the marketing term: “content intelligence.”

What is content intelligence?

Simply put, it’s systems and software. AI combines and analyzes content data with business data. Then, it generates content recommendations that match your business goals. Through data-driven content, leads and conversions expand dramatically.

What to expect from AI content intelligence

In short, expect better results.

  • One company saw monthly website visitors increase from 4,000 a month to 400,000 after implementing AI for content generation.
  • The increase wasn’t just traffic “noise.” The site ranked high on Google search results AND attracted users in the target market.

How does it work?

  • Instead of manually tracking and analyzing keyword analytics, you let an AI system do that work for you.
  • It empowers marketers to scale up production of content that reliably reaches their target audience.
  • AI will track down and report on high-value topics your company needs to talk about.
  • You get SEO recommendations tailored to your audience.

Building an intelligent content strategy for manufacturing companies

You can start to build an intelligent content strategy right now, without the need for AI. Then, add AI to boost the power of your content intelligence with big data.

Start with the following B2B content marketing practices:

  • 1. Develop buyer personas
  • 2. Conduct content audits to see what you have and what you need for your personas
  • 3. Optimize channels for your audience
  • 4. Measure and map results with website analytics
  • 5. Use social listening and participate in online conversations
  • 6. Gather and analyze competitive intelligence

Doing these six things will increase content quality.

Add in AI-powered systems and software to take your content intelligence to the next level.

Using AI, you will gain the power to collect and analyze tremendous amounts of content and enterprise data. Without AI, the sheer volume of data prohibits intelligent application of insights. Effective AI systems will recommend actions based on the data. Marketing automation will enable personalized content based on the AI analysis.

Have thoughts on strategies for improving manufacturing content marketing? Wondering how this might apply to your company?  Let’s talk! Or, connect with us on LinkedIn or Tweet us.

–parin
Managing Partner

Image source: Statista

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