Industrial Marketing: How to Create Compelling Content for Uninteresting Products

Industrial marketing is a frequent challenge, and you've likely experienced those challenges yourself trying to find ways to make your products look interesting to business customers. As a B2B business, you've probably had other business customers scrutinize you before committing to buying something. That's because you're probably making your products look too similar to your competitors, which only places you in a quandary about how to single yourself out as superior.

In the world of marketing, you still have a lot of creative options to use in making something essentially uninteresting look compelling. Much of this comes through dispensing knowledge with a dash of entertainment, which is a winning formula for those in the B2B industry.

One thing B2B businesses don't always realize is that business customers mainly want thorough details about your products so they can shop smarter. In that regard, give them what they want, plus more personal content for a closer connection.

GET NOTICED ON SEARCH ENGINES

You want to put yourself at the top of every search engine as you create content. Utilizing SEO and priority keywords is important. It may be difficult to come up with the right keywords for your industrial products at first. Simplify that process by asking yourself: "What do customers want?"

Take one of your most vital industrial products and create a list of keyword phrases your customers would most likely use when searching online. Check out competitor websites and see their keywords to see what they're doing differently from you. Once you get to the top ranks on places like Google, you have the opportunity to prove your worth to any visitor.

CONNECT WITH PEOPLE FOR BLOG IDEAS

Blogging never becomes outdated when it comes to creating winning content. However, the information needs to prove itself as being valuable, and you might not be able to do that without conferring with others. Try interviewing some of your existing customers, or even experts within your staff. Many of them could help you find a list of topics that those buying industrial products want to know about.

Call this a new form of curating content, even though you're still writing the blog. This makes your content all the more interesting compared to your competitors, who may write about the same, tired subjects. It also provides the unique information angle your business customers want.

CREATE EXCLUSIVE CONTENT ON VIDEO

As part of the personalization trend in marketing, create video content to show your industrial products in a new light. You can even re-purpose some of your old blog content and turn it into a video. Some of this should include behind-the-scenes footage of how your products are made, as a way of providing confirmation of the materials you use.

With so much sensitivity on how green a company is, showing proof that you're environmentally sound in your production can go a long way in establishing trust. The same goes for introducing the team of engineers who design your industrial products. This digs deep into showing the uniqueness of your items compared to a competitor. You might use a slightly more efficient design or perhaps a stronger material than others. Let your buyers know what makes you unique.

Video testimonials from those who've bought your industrial products in the past are also excellent. By showing how you successfully solved a problem for those customers, you provide the perfect element of clinching reliability and creativity in your content marketing efforts.

Don't forget the use of infographics as well, which is perfect for providing detailed stats on industrial products. You can even incorporate infographics into your video through animation.

Even if you have a so-called boring industrial product, you can and should create content that makes your products stand out from the crowd. No product is too boring with the right creative marketing approach.