Industrial journalist, TR Cutler discussed the importance of content creation for manufacturers in the December issue of Manufacturing Outlook e-zine. Read the full article here.
According to Cutler, manufacturing segmentation requires industry expertise for innovative content creation. It is sharing industry expertise by thought leaders and manufacturing journalists. More than 8000 editors, staff reporters, economists, and freelancers worldwide are members of the Manufacturing Media Consortium. From smaller B2B industry trade publications to function-specific media, such as Quality Digest, increments in activity are vastly less important than increments in sales results.
Somewhere between massive media coverage, PR velocity, and social media outreach is the interface with sales staff. Recently the marketing research division of TR Cutler, Inc. surveyed 90 small manufacturers (<$5M in annual revenue) and learned than less than 10% of sales teams used published content to prospects after a call. Few used their LinkedIn accounts and even fewer shared which elements in a drip campaign were best received.
As the most published freelance industrial journalist worldwide for the past 22 years, there is ample evidence that small manufacturers can be agile and disruptive. Quick messaging shifts are possible and even required. It is precisely how leadership and differentiators are established.
Content marketing is tough. A commitment of time, consistency, and velocity creates critical mass. Manufacturing firms, particularly since COVID, have embraced fundamental content marketing and online thought leadership. This need not be a six-figure effort, but typically $50K for the <$20M manufacturer is common. Not every manufacturer wants to be the voice of their industry; for those companies, incremental YoY sales revenue improvement is sufficient. For those who see the value in leadership, innovative content creation is money and time well spent.
Jacket Media is the parent company of Manufacturing Outlook e-zine. The publication highlights current manufacturing trends.
About TR Cutler, Inc.
Thomas R. Cutler is the President and CEO of Fort Lauderdale, Florida-based, TR Cutler, Inc., the largest manufacturing communication firm worldwide with four dozen industry experts and thought leaders on staff. Cutler is celebrating the 22-year anniversary of the Manufacturing Media Consortium.
During COVID-19 Cutler is advising manufacturers, industrial leaders, supply chain professionals, and C-level executives how to best navigate Q1 2021 and beyond.
Cutler has authored more than 8,000 articles for a wide range of manufacturing periodicals, industrial publications, and business journals. Cutler is the most published freelance industrial journalist worldwide, and more than 4800 industry leaders follow Cutler on Twitter daily at @ThomasRCutler.
Company Name: TR Cutler Inc.
Contact Person: Thomas R. Cutler
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City: Fort Lauderdale
Country: United States