3 reasons to get external help with your industrial content marketing

22 January, 2025

By Erik Ekholm

B2B companies in the industrial sector increasingly recognize the marketing value of sharing their knowledge and experience with customers and prospects. However, knowing how to communicate technical, information-dense content in a clear and accessible way can be a challenge. Here are 3 reasons why it’s often a good idea to get external help with your industrial content marketing.

1. Content that conveys both your and customer value

Your organization has a wealth of experience and in-depth knowledge. Sharing some of this knowledge with your customers and prospects strengthens your brand and helps position you as a thought leader in your field. When you showcase the work you do, the customers and partners you collaborate with, and how they benefit from your expertise, it helps build trust among your target audiences.

No matter your business area or industry, your knowledge is likely advanced, specific, and often technical in nature. Your customers are probably familiar with what you do, but they can always become more aware of your work – and why it matters to them. It’s rarely the technical details that are most relevant to customers. However, they do want to understand how your work benefits them and the value created by a particular technology, service, or process.

That said, the person with the deepest technical knowledge may not always be the best at communicating it – at least not in a way that’s accessible to the customer. An external partner experienced in industrial content marketing can see things from both perspectives: yours and your customers’. That makes it possible to create content that communicates your insights and strengths while also addressing your customers’ needs and interests.

2. Content marketing tailored to your audience and communications channels

There are many aspects to effective content marketing – and creating content that’s both useful and appealing to specific target groups is key. Professionally written texts (often articles) with a clear purpose and structure form the core of this work.

Snippets from these texts can then be used to promote the article on social media, in newsletters, press releases, and other marketing channels. This can be a challenge in itself. The short text in an email or LinkedIn post may not look like much, but summarizing your topic clearly and engagingly – without giving away too much – takes skill.

This is yet another reason why external help can be valuable. It’s almost always a good idea to have a fresh pair of eyes review the information you want to share – someone who knows how to best create and adapt content for different online channels: your website or blog, social media, YouTube, and newsletters.

3. Content that gets created consistently and competently

Internal projects often end up being deprioritized compared to customer work. Fair enough – but since content marketing is a long-term effort, continuity is crucial. The main goal is to build a substantial library of accessible, relevant content that continues to promote your expertise, work, and brand over time.

Your content should be published regularly on your website and social channels. Doing so helps maintain engagement and keeps your company active and relevant, encouraging your audience to return for new insights.

By bringing in external support for your content marketing, these processes can run more smoothly. It’s an efficient way to ensure valuable content is created and shared consistently – while freeing up your time to focus on other key parts of your business.

At Skapa, we work with all kinds of industrial content marketing – from life science to laser technology, container shipping to connected cars.

Don’t hesitate to reach out if you’d like our help creating content marketing that speaks to your customers, based on your knowledge and industry experience!