content marketing for manufacturers banner

New Content Marketing Research for Manufacturers: Are You Focused on What’s Working?

4.12.2016 Andrew Rice
Manufacturing marketing shifted gears in a big way last year, turning its attention toward sales as a primary goal for content marketing.

That’s just one of the findings in the second annual report sponsored by Fathom. Research shows that manufacturing marketers have made numerous other changes since last year. But here’s the kicker: In many cases, there’s disconnect between what they are doing and what works. Let’s take a look.

Sales is a top goal, but only 48% use sales as a metric.

Eighty-five percent of manufacturing marketers cite sales as a goal for content marketing (versus 56% last year), putting sales right behind brand awareness (89%). However, fewer than half use sales to measure content marketing success. In fact, out of all the groups we studied this year, manufacturing marketers have the most difficulty tracking ROI on their content marketing programs; only 12% say they are successful in doing so.

87% use video, but its effectiveness has dropped.

Eighty-seven percent of manufacturing marketing is video, which is now at the top of the tactics list (last year 80% used video, making it third on the list). Indeed, manufacturing marketers use video more than any other group we’ve studied. However, fewer say video is effective this year (65% vs. 71% last year).

The tactic they say is most effective? In-person events, which 66% of marketers say is effective. But, the percentage of marketers using this tactic has decreased (79% vs. 81% last year).

LinkedIn is the top social media platform, but YouTube rose in effectiveness.

LinkedIn surpassed YouTube as the platform that manufacturing marketers use most often to distribute content, but its effectiveness dropped two percentage points. On the other hand, 66% said YouTube is effective versus 59% last year.

85% use paid print/offline promotion, but only 34% say it’s effective.

Manufacturing marketers use more paid print or other offline promotion to distribute content than any other group we’ve studied; however, search engine marketing (SEM) gets a much higher grade in terms of effectiveness (52% vs. 34%).

By Joe Pulizzi / Content Marketing Institute

Read More