Engineering Copywriter Blog

Content marketing tips and insights to help grow your engineering audience

July 8, 2022

What Manufacturing Content Assets Produce the Best Results for Your Business?

Content assets

A content asset is any piece of content (blog post, white paper, video, etc.) that a company uses to achieve a bigger marketing goal. Such assets have the most value when they’re developed and utilized strategically. Content assets should be developed only after you have carefully evaluated your target audience, selected the content’s purpose, and defined your objectives. 

Content assets can be categorized into long- and short-form writing or multimedia such as videos or podcasts. Each piece may be ungated (unrestricted access) or gated (restricted access).  When it is gated, viewers only gain access to your content in exchange for information like their email address, profession, and job title. Content assets allow you to keep the conversation going and establish relationships with customers over time.

Here are the manufacturing content assets that can produce the best results for your business.

Engineering Content

1. Blogs

Content assets

Blogs top the list of valuable content marketing assets for a good reason.  They are the most effective way to reach out to your audience. Blog posts are often at the core of successful content marketing strategies. You can write about your products, services, operations, news, interviews, case studies, and other things in your blog posts. Your writing should cover information that your current and prospective customers want to learn. This is how you build a community of loyal customers and readers.

2. Social media

Social media has become integral to brand marketing and worldwide customer interaction. You may need to post daily, repeatedly, and on multiple platforms. Some major social platforms include Facebook, LinkedIn, Twitter, and Youtube. There is a lot of content out there, and people are careful about what they read. Research what’s trending on the internet and what interests your target audience. People enjoy reading and sharing relevant content with online friends, so create something worth sharing. Remember to keep your content’s tone consistent with your brand and always ensure that your mission statement, perspectives, and objectives align with one another.

3. Email marketing

Email marketing can be very beneficial when combined with your blogs and social media profiles.  Before embarking on this effort, make sure you have a good understanding of what email marketing is and how it works. We all receive promotional emails from online stores, blogs, travel agencies, airlines, and other businesses. These emails can fill up your inbox and become obnoxious, especially when they seem irrelevant. You don’t want your customers to feel this way about your emails, so be careful about what you send. To stay on the right track, you need to research your audience.  Determine what kind of content your readers love, and provide them with what they’ll consider relevant. Create value for your audience by building relationships with them.

4. Video

You may have noticed an increasing number of videos on the websites you visit. People like to get information in a fast and direct manner. A well-made, lively, and informative video can deliver exactly that. Incorporating videos into your content marketing strategy will help you reach more prospective customers. Many people prefer to watch videos rather than read text, especially when it comes to product tutorials. Such videos can be used in blog posts, social media accounts, and email marketing. Always include a call to action that guides people toward the end of your sales funnel. Also, don’t forget to add subtitles to all of your videos. As a bonus, adding videos to your blog posts can help boost your Google rankings and visibility. 

5. Podcasts

Content assets

Podcasts have gained immense popularity in recent years. They function as yet another type of content marketing you can employ to reach out to your target market. People listen to podcasts in a variety of situations – at home, in the car, while camping, etc. The audio medium allows them to receive the information even when they can’t sit down to watch a video.  You can easily create a basic podcast from the videos you have created. Simply extract the audio from your videos or record the audio separately while shooting. However, a higher-end and truly standout podcast takes more planning and typically demands a script intended specifically for an audio-only medium. It’s difficult to write for the ear. As a result, you’ll have to research how your target audience receives and absorbs information.

6. Webinars

Webinars differ from ordinary videos in that they are broadcasted live. You can engage participants in the discussion by interacting directly with them. Only certain platforms are capable of hosting webinars. Among the most accessible are Facebook, Instagram, and YouTube, where users can leave comments and ask you questions. Webinars are nice ways to introduce new products and coordinate conference sessions or discussion forums.

7. Infographics

Infographics are visual images that present crucial information in ways that can be absorbed easily and quickly.  They enable you to display a lot of information in a single visually appealing image. Infographics are usually made up of statistics from studies and surveys that are displayed in a manner that draws the eye and simplifies complex concepts. They can be created using tools such as Canva and Infogram. A designer who is familiar with your brand can help you produce unique designs. When creating an infographic, keep the colors, shapes, and messages consistent. Maintain a clean design so that the information you wish to convey does not become overwhelming. Infographics are also beneficial in terms of SEO. You can include a link to your website in the infographic, ultimately creating valuable backlinks when it is shared on other blogs and websites.

8. EBooks

The internet has enabled anyone to create eBooks and charge whatever they wish (or offer them for free). They’re simple and affordable to create and make great tools for driving prospective buyers toward the end of your sales funnel. All you need is a computer and knowledge of the topic.

EBooks vary in length. Write five pages, thirty pages, or over a hundred pages – it simply depends on how much information you need to include. Make sure you use it to present practical solutions to real difficulties that your readers encounter. Don’t be afraid to focus your writing on case studies, whitepapers, or important topics in your field that don’t fit neatly into other publications. It entirely depends on your business.

9. Long-form content

Content assets

Long-form content is the name given to instructive, informative content that normally falls between 5,000 and 15,000 words in length. It is usually proffered for free, and can easily boost customer loyalty and subscriber numbers. You can split long-form content into separate sections and promote each section on any of the previously mentioned channels and platforms.

Different marketers package their long-form writing in different ways. Publish it in a blog, offer it in downloadable pdf documents, or publish each section individually, each with its own URL. Long-form content can also be distributed just to your firm’s email subscribers. This way, they’ll get exclusive information tailored specifically to meet their needs.

10. White papers

A white paper is a compelling, in-depth report that focuses on a particular topic, presents a problem and provides a solution. It takes on an authoritative tone because it aims to help readers identify a problem and steer them toward a solution using a structured technique. White papers are extremely instructive, containing a plethora of facts, statistics, and evidence. They are excellent at gaining customer loyalty and respect. White papers, like long-form content, should be divided into sections. To make sure each paper is easy to follow, including a summary, conclusion, and table of contents.  White papers can also be very useful when it comes to advertising your products or services.

Know your customers

Improve your company’s customer satisfaction and retention by better understanding your customers and competitors. With a better understanding of your target market, you can improve your products or services while also identifying areas that need more investment. Customer research is also an essential piece of the planning stages for major business decisions. Feel free to drop us a line if you need help with your engineering content.

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