I’ve written, talked and filmed a lot over the last few years about why manufacturers need to publish their insights.
But today we’re gettin’ tactical.
Some things are better shown in video than in writing. And this one of them. So in the video below, I’ll take you through how to conduct a content strategy workshop inside your company.
The purpose is simple:
To generate a wide range of content topics that’ll engage the right people from the right companies with yours.
Here’s what I’ll cover in the video
We facilitate these workshops all the time and I’m going to show you exactly how to do it.
So watch and learn. Then go make it happen!
Here’s what I’ll cover in the video
We’ll start by breaking down the characteristics of the types of companies you want to target at an account level.
For example, are we creating content for Tier 2 automotive parts manufacturers in the U.S. and Canada? Midwest injection molders that do $20 million-plus annually? Food manufacturers who sell high-end, low volume products into specialty stores?
The more specific you can be, the more relevant, valuable and engaging your content will be for them.
And that’s what this is all about – creating value for your best prospects and customers.
Next, we’ll break down the characteristics of the individual buying process influencers (or buyer personas) inside of those exact types of companies.
Who are the ones experiencing technical problems they need to figure out? Plant managers? Process engineers? Operations folks? And who else will influence the buying process as the sale progresses? Senior engineers? Procurement (duh)? The C-suite?
Each of these people care about different things. Plant managers need their machines running smoothly to mitigate downtime. Engineers need CAD models and technical specifications to help them deliver their solutions. CEOs care about total cost of ownership and ROI.
You’ll document as many of these issues, goals and common questions as possible on the spot.
Finally, we’ll start applying content ideas to each of these topics.
The process is simple. But it’s super effective.
So get to it. Watch the video below. And then finish up with my recommended next steps and tips that follow.