Most B2B enterprises can’t afford to ignore the importance of content marketing. Yet chemical manufacturing companies seem to be lagging when it comes to reaching out to customers with stimulating content.
For example, according to a 2016 study from audience research firm Brandwatch, only 40 percent of chemical companies operate both Facebook and Twitter accounts while 60 percent of companies in the UK have no social presence at all. Pretty shocking for an industry that has a hand in over 96% of all consumer goods sold.
Furthermore, chemical brands comprise only 2 percent of B2B conversations online. Of that percentage, more than half of those discussions are dominated by Dow Chemical and DuPont.
Since then, those giant companies have merged into one super-conglomerate. But chemical manufacturing companies can still differentiate themselves over the competition if they leverage strong content marketing to craft their message and tell their story in an interesting, effective, and engaging way.
To continue growth, gain market share, and reach new customers and business partners, chemical manufacturing company executives should consider the following:
1. Content marketing makes it easy for people to find you.
Search engine optimization (SEO) will make your website much easier for visitors to find when they’re searching for products that your company sells. Many B2B marketers are still in the mindset that B2B marketing is still largely relationship focused. The truth, however, is that the majority of B2B buyers are still starting their vendor search with – wait for it – search. So how can chemical manufacturing companies figure out where to start with SEO keyword research? Talk to your sales and other customer-facing roles to find out what customers’ primary pain points are. Manufacturing costs? Lead times? Supply chain logistics? Use the phrases as a starting point for your keyword research, and that will help guide your content topic research to hone in on keywords that are targeted and have a strong search intent.
2. Content marketing educates visitors and keeps them invested.
Anyone who’s worked in heavy industry knows that the sales cycle can range from 6 months to well over a year. This means that you’re not looking for content that’s going to convert immediately. You need to spend time educating and fostering engagement with your leads before they’re ready to pull the trigger. You can do this incredibly well by creating a well thought out content strategy that hits customers with relevent content at key points throughout the sales cycle. This could take the form of well-written and well-produced blog articles, explanation videos, how-to guides, infographics, and in-depth white papers and ebooks. Keep the content educational, entertaining, informative, and updated consistently, and you’ll keep prospects and leads engaged throughout the sales cycle.
A great example chemical-related content is the website for DuPont. They provide comprehensive educational material for every use and application of material, including case studies about how they helped improve Reebook sneakers and cooling system hoses. Reveal to readers how your current clients use your products to solve real business challenges, and you’ll build trust and credibility more quickly.
3. Content marketing generates more leads and conversions.
Content marketing doesn’t just help people find you, it gets three times the leads per dollar spent compared to traditional paid search (online banner ads, sales campaigns, promotion emails, etc.) Thanks to the rise of ad blockers, malware-infused ads, and the sheer quantity of ads, users are blind to them now. And the best way to get anyone’s attention online now is through high-quality content that’s designed to educate, entertain, and provide real value.
4. Content marketing builds brand awareness and trust.
43 percent of Americans get their news and information online, which means you need to be active on all channels, with a functional website, a social media presence, and a responsive mobile site since most clients (even B2B) research and make decisions on mobile devices.
One of the first things you can to build you brand is to establish what you stand for. If your company believes in diversity and climate protection, let the world know. Dow and Procter and Gamble have pages dedicated to sustainability, or how they plan on eliminating waste, reducing water usage, preserving the climate, and other socially conscious Earth-friendly endeavors. Let your clients know who you are and that you share your values through honest, transparent content.
5. Content marketing teaches you more about your niche.
Want to know more about your customers? Join the conversation. Utilize social listening tools to become more acquainted with industry discussions that are happening on social media and to build stronger relationships with and learn more about your customers, your competition, and the industry at large. If you’re actively involved with discussion, you’re proving that you’re relevant and reliable – and also that you value your customers’ feedback. And if a conversation veers into something negative about your company, use that opportunity to analyze the issue, fix it, and address it with your customers. With that level of transparency and dedication to improvement, you can build a customer experience through content that’s superior to your competition.
These are only a few reasons why chemical manufacturing firms should adopt content marketing. Still uncertain how your company would benefit from a content marketing strategy? We can help you with any questions you may have, and help in devising a plan, so you can educate and engage your clients and turn them into long-lasting customers. Contact us today.