Jargon. It’s easy to get lost in it. The world of heavy industry is rife with manufacturing marketing examples that show what happens when jargon distracts from clear communication. Marketing something incredibly technical, scientific, or just plain complicated presents a serious challenge. It takes not just great communication skills and marketing savvy, but also a system that makes it easy for your brand to create consistent and reliable campaigns and initiatives. How do you do it? Well, a kick-ass marketing automation platform definitely helps.
You may have created the most user-friendly explainer video, or the most insightful industry case study, but without a marketing automation platform that pushes out this awesome content to the right (segmented) audience, your efforts will have been for naught. Marketing automation can change the game for the manufacturing industry. Read on to see some of the best examples of manufacturing marketing we found in 2022 to inform your 2023 marketing efforts.
Best Manufacturing Marketing Examples – White Papers: Avery Dennison
Brands need to establish credibility. And white papers are one of the best ways to do so. The trick is to work in promoting your own brand authentically and naturally, without making it sound like an overt advertorial. Avery Dennison has a simple but effective solution to establish thought leadership in its field: publishing trend topics with mass appeal on Issuu, a digital publishing platform that looks and reads like a “real” magazine.
Take their recent article, “Will 2022 be the Year Sustainability Takes Hold in Wines and Spirits?” Avery Dennison may be the listed author, but the brand name doesn’t appear in the copy until the very end, beneath the call to action. The whole article features Avery Dennison products relevant to the topic, while taking a seemingly objective approach to the merits of each offering. The article is easily shareable with options to email the article, copy the link, or post to social sites including Facebook and LinkedIn.
Avery Dennison has also created its own digital magazine for its apparel industry audience called Made to Mention. This level of investment in creating authentic, shareable content makes it a true leader not just in its (many) fields of expertise, but in content marketing as well.
Best Manufacturing Marketing Examples – LinkedIn: Kris-Tech Wire
Kris-Tech understood the assignment: to stay relevant on a social network, you have to post constantly. And not just throwaway posts – ones that actually interest your intended audience, whether it’s a link to a blog post on the company’s website, a news article that affects your industry, or a plain ol’ holiday greeting (in this case, a fun photo collage of colleagues decked out in Halloween costumes). The point is to show up in your customers’ and prospects’ feeds as often as possible (without being annoying), which Kris-Tech’s LinkedIn page pulls off with aplomb.
For B2B companies, an active presence on LinkedIn is crucial. That’s because it’s become one of the go-to ways that professionals stay in touch with each other. Kris-Tech sells industrial-grade copper wire, so they understand that their customers might not make regular transactions. It’s all about staying top-of-mind when the need arises. Keeping active on LinkedIn is a no-brainer when it comes to fostering customer engagement and developing new leads.
Best Manufacturing Marketing Examples – Overall: Hitachi High-Tech Analytical Science
In terms of breadth of content, Hitachi High-Tech Analytical Science wins, hands-down. Their site has everything: case studies, guides, blog posts, company news, product demos, and webinars, covering every conceivable angle of the 21+ applications of their products.
Not only is the content extensive, it’s high quality and multichannel. Their white papers often include original Youtube content. Their case studies consist of short blog posts with links to the full text case study in PDF format. Their product demos can be scheduled live or viewed on-demand. Watching a video or reading a case study frequently requires an email capture prompt. Their Learning Hub page features this trove of information that might be overwhelming, if it weren’t organized so well.
Um, it’s official. We’ve got a content crush.
Learn (or Steal!) from the Best
We subscribe to the adage that imitation is the sincerest form of flattery. The manufacturing companies killing it with their marketing are the ones worth emulating. They’ve figured out how to launch and maintain robust content marketing programs in a challenging industry. In the world of manufacturing, reaching the right audience requires you to showcase your expertise in a way that’s accessible, trustworthy, and consistent.
Learn how Act-On can help marketers like you optimize your manufacturing marketing programs here.