How does the content marketing of industrial products break the bottleneck?

With the rise of social media represented by the WeChat public number, content marketing has generally been accepted by industrial products companies, and even some of the leading industrial products companies have taken content marketing as the focus of brand marketing. However, Zhang Dongli found out in his brand marketing consultants that the content marketing of industrial products companies faces the following common problems. If they are not well resolved, they will become a bottleneck restricting the effectiveness of content marketing.

The problems usually encountered by industrial enterprise content marketing are:

The content is seriously divorced from the market and customers, and the value it brings to the reader is very small.

The content written by industrial companies is easy to go to extremes. Either it is a chicken soup-style customer care, and it performs best during holidays and holidays. Overwhelming greetings, blessings, and content are all one-size-fits-all. Either it is internal news that has nothing to do with the audience, such as the organization of basketball matches, ballad competitions, the convening of party members' conferences, the entry of new employees, etc. These contents will only waste readers' time. In addition, there is content that is obscure and can only be viewed by technical experts, such as the improved operating conditions of XX asynchronous three-phase motors. These contents cannot bring true value to the customer.

The content is basically provided by the marketing department. The source is very narrow and the quantity is limited, which results in lack of continuity in content distribution.

Since the rise of content marketing, the marketing department of industrial products companies has been miserable because they have had to write a lot of content to meet the continuous demand for social media such as the WeChat public number. Originally, the marketing department was very weak, and the staff and time were tied up with a large number of daily offices related to sales support. In this way, the content marketing work was only patchwork, only seeking quantity without quality. Even if some corporate marketing departments have a strong lineup and have enough time to do content marketing, they also face a gap that cannot be overcome. That is, marketing personnel are separated from sales, customers, technology, and production lines. The content written is often superficial, and the content of news and corporate culture is the main content. There is insufficient understanding of the issues that the customer really cares about and they cannot focus on the business. Because of the customer value, it does not help the sales work.

The writing of the content is not structured and the quality is uneven.

Few industrial products companies have received professional and systematic training in content marketing. They are very free to create content, relying on personal preferences, and rarely consider the company's brand strategy, brand tone, and communication strategy. In addition, in terms of topics, concepts, logic, and writing styles, different people have different styles and skills, so the contents of the writing vary greatly in level. The content of such good and bad, put out, will only cause the inconsistency of the corporate image and negatively affect the brand.

The use of pure technical language in content expression completely disregards readers' feelings.

Most of the content created by industrial products companies is easy to understand, except for news and corporate culture, but as long as it involves the "content" of products and technologies, it is often obscure and requires considerable expertise to understand. . In other words, these “professional content” use technical language, not user language, and they are doing content marketing in the way of writing professional papers. Therefore, the content is very readable, and the audience is very narrow and has a very influential influence. limited.

The distribution channels of content are too narrow and do not form a pattern of three-dimensional communication across the entire network.

The content was not easy to create, but only on the corporate website and WeChat public number, the other channels of communication have not been exposed, has not been maximized, is a pity, this is the error of many industrial products companies in content marketing easy to make mistakes . We can make one of the simplest models: the effect of the dissemination of content = the quality of the content X the channel of transmission of the content. It can be seen that the relevance and diversity of communication channels have a great impact on the ultimate effect of content marketing. In fact, the current media distribution channels are extremely rich. Besides corporate websites and WeChat public accounts are the most commonly used communication channels, industry magazines, industry websites, B2B e-commerce platforms, corporate blogs, corporate microblogs, corporate magazines, electronic journals, etc. These channels are also fully available.

How to solve these problems? When I was a brand marketing consultant for industrial products companies, I put forward some very good measures. At the same time, after being implemented, the coached enterprises achieved remarkable market results.

Measure one: The company's top management must pay attention to launching full participation and setting up cross-departmental and cross-professional writing teams.

Obviously, as the sole provider of "content", the Marketing Department simply cannot meet the needs of the content marketing work. We can only respond to the challenges of content marketing by selecting and writing a fixed writing team from different departments and professional backgrounds with good writing and interest in content marketing. These departments need to cover the functional departments of enterprises, especially the market, sales, technology, research and development, production, quality inspection, personnel departments, all must participate in, and to form a set of management and assessment incentives. I have helped establish a 20-person writing team for a 200-employee client, which has completely changed the passive situation of the original content marketing work. At present, the quantity, quality, and diversity of manuscripts have been greatly improved.

Measure 2: All content creation must return to be market-oriented and business-oriented.

To create value for readers, to help companies to achieve the ultimate goal of improving performance, reject spiritual chicken soup and superficial and superficial content that has nothing to do with this goal. This requires each "writer" to work hard to study the market demand, tap the customer's problems and pain points, have a deep understanding of their product advantages, selling points and technical advantages, can provide the appropriate products or Solutions for market demand and customer issues. Every piece of content created, whether it is news, reports, case studies, or industry insights, has real dry goods. Customers must feel the value after reading. Content that is of no value to customers is only a waste of readers and their own time.

Measure 3: Use “outside the brain” to continuously and systematically conduct training in content marketing and writing skills improvement.

Content marketing belongs to the category of business writing. Unlike artistic creation, it has certain rules to follow.

Therefore, through continuous and systematic training and practical guidance for the writing team, a writing team with clear ideas, rigorous logic, good writing skills, and effective and novel ideas and ideas will be created to continuously provide good content to enterprises. Win the battle for content marketing. Zhang Dongli has done content marketing and writing training for several clients, and is fully focused on the client's industry and market. Including the content of the topic, content sources, content structure, logic, writing, as well as the specific writing of different subjects to form a complete ideological system. During the period, there were a large number of essays serving as benchmarks for learning. The participants were commented and guided individually after the actual writing exercises after class. Finally, after these contents were actually put into effect, a positive market effect was produced.

(Note: Zhang Dongli, an expert on industrial product brand marketing, “20 Industrial Brands Marketing”, and “How to Make Brands for Industrial Products Companies”; helps Chinese industrial products companies to embark on the road to success in brand marketing. Contact Information, Email:; Signal:beyon_tonyzhang; "Zhang Dongli Industrial Brand Win" WeChat public number: b2b_brand_marketing)

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