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New B2B Research Reveals Increasing Content Marketing Use in Manufacturing

The Content Marketing Institute (CMI) has published their third annual report on the content marketing practices of business to business (B2B) manufacturers in North America. Here’s our take on it.

CMI B2B Manufacturing Use of Content Maketing

The CMI defines Content Marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” The summary of their report says, “While manufacturing marketers reported lower overall effectiveness at content marketing this year, they expanded their use of content marketing tactics. They also became more effective with those tactics, closing the gap between usage and effectiveness that we observed last year.

3 things that struck us as most interesting:

  • 81% of Manufacturing organizations now use content marketing although 50% are just starting or at a very early stage with it. Nonetheless 74% plan to produce more content in 2016 than they did in 2015 and 49% will spend more to do it.
  • On average they spend 21% of their marketing budgets (excluding staff costs) on content marketing. The average for all B2B organizations is 28% so manufacturing is a lagging adopter.
  • In Manufacturing the most used content types are “Illustrations/Pictures” and “Videos” – both used by 89% of organizations. Although this report is specifically on Manufacturing, CMI serves all industries and applies its content marketing methodology consistently across them. This has implications, for example, they don’t separately recognize manufacturing specific content like Product CAD Model viewing and downloads so we presume those are captured in the “Illustrations/Pictures” category because it’s the most logical category for them. If so the CAD models are in the most popular category! For Videos, YouTube is still the platform manufacturing marketers say is most effective. Among other social media sites LinkedIn is the most effective.

For us the key take away is that adoption and use of content marketing in manufacturing is increasing. We believe CAD product models are the most effective type of content for industrial suppliers (manufacturers and distributors) of components (e.g. bearings) and engineered products (e.g. motors).

Read the report for yourself and let us know what you think by commenting below, calling or clicking either button below – especially if you want to include product CAD model viewing and/or downloads in your 2016 website and content marketing.



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