Content is King: Learn How Valuable Content Can Transform Your Business
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New York, NY, 10001
Press release date: October 21, 2013
ThomasNet® White Paper Shares the Secret to Content Marketing: Buyer-Focused Education that Builds Relationships and Business
New York, NY — Industrial buyers have gotten savvy. With a nearly endless amount of suppliers and options, the market belongs to them. Traditional outbound advertising touting “Lowest prices” or “Widest selection” just doesn’t work anymore – it’s too difficult to get a signal to buyers through the noise.
Today, effective marketing communication lies in the concept of “content marketing,” according to a new white paper for manufacturers and distributors from ThomasNet, Content Marketing for Industrial Companies. Indeed, the proliferation of blogs, social media, videos, websites and other communications channels has completely changed the industrial marketing landscape, and turned content marketing from a nice-to-have, to a must-have strategy. A recent survey by the Content Marketing Institute and MarketingProfs shows that more than nine out of ten business-to-business marketers are now relying on this strategy to succeed.
The paper helps manufacturers and distributors understand how content marketing defines their brands. The creation and distribution of useful content that speaks to the interests of their customers is what can transform their business. The white paper provides valuable insight into going beyond a sales pitch and truly connecting with customers by sharing content, expertise, and information. The more useful and interesting that content is, the more likely marketers are to resonate with individuals who will eventually need their products or services.
The strategy of paying attention to these prospects’ interests, and providing guidance, resources, and education pulls new buyers to suppliers’ doors, an approach known as “inbound marketing.” Todd Berg, CEO and President of Liftomatic, a manufacturer of drum- and barrel-handling equipment, has seen its benefits firsthand.
“We introduced a monthly blog, and used it to educate our customers on material handling trends. One of our occasional clients began to look forward to reading it every month. This led him to investigate the service side of our business, and now he has asked us to handle maintenance of all his material handling equipment,” he said.
Familiarity is just the first step, according to ThomasNet editor Jeff Morgan who authored the white paper. “If you’re going to cross the bridge from marketing to sales, you need to make positive one-to-one connections with prospects. In this new world of marketing, it’s not about you; it’s about them and their specific informational needs,” he said.
According to the white paper, the potential of content marketing is limited only by how much a supplier or marketer is willing to put into it. Sources for creating and curating useful content are plentiful, especially in the diverse world of industry. As buyers gain access to an ever-expanding range of choices, high-quality content becomes increasingly important. Without it, suppliers run the risk of fading into the background.
Marketers who want to know more can download a free copy of the ThomasNet white paper at
ThomasNet is an information and technology company that connects manufacturing and industrial buyers and sellers. Buyers and engineers worldwide rely on ThomasNet.com®, industry’s leading free platform for industrial/commercial product sourcing and supplier discovery. ThomasNet News® delivers industrial news and trends via a family of online publications and newsletters.
We enable suppliers to leverage their product content to increase sales, using our proprietary Navigator Platform technology. We also offer a suite of Internet and digital media solutions, from websites with product catalogs, to SEO/SEM services, to social media. Our Enterprise Solutions offer suppliers the benefits of syndicating product data across systems and sales channels.