Three reasons why you should get some external help with your industrial content marketing

22 January, 2025

By Erik Ekholm

Web

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

1. Content that conveys your expertise as well as the customer benefit

Your company organisation has a wealth of experience and in-depth knowledge. Sharing some of this knowledge with your customers and prospects will strengthen your brand, and contribute to making you a thought leader within your field. When you provide examples of the work you do, the customers and partners you work with, and how they benefit from your work and expertise, it helps build trust among your target groups.

No matter what business area or industry you are a part of, your knowledge will likely be advanced, specific, and often technical in nature. Your customers are most likely familiar with what you do, but can always be made more knowledgeable – more aware of your work, and why it matters to them. It is rarely the technical aspects that are the most relevant to your customers. However, they will certainly want to know more about how your work benefits them, and all the value that comes from a certain technology, service, process, etcetera.

Now, the employee with the greatest knowledge of a certain topic may not be the best at conveying it; at least not in a way that is accessible to the customer. An external party that works with industrial content marketing will be able to see things from both perspectives: yours and your customers’. That makes it possible to create content where your insights and strengths come across, while also addressing the customer’s needs and interests.

2. Content marketing suited to your audience and your communications channels

There are many aspects to content marketing, and to creating content that is both useful and appealing to specific target groups. Professionally written texts (usually articles) with a clear purpose and disposition are at the core of it all.

Snippets from this text should be used to further present the article on social media, in newsletters and/or press releases, and in other marketing channels. This can be a challenge in itself. The text in that email or LinkedIn post may not look like much, but condensing and presenting your topic clearly to fit these formats is not easy. Especially as you do not want to give away too much about the article you want to direct people to.

This is yet another reason why it is useful to get some external help with your industrial content marketing. It is practically always a good idea to have an external party look at the information you want to present. Someone with a pair of fresh eyes, who knows how to best create and present your online content – on your website/blog, in your social media channels, on your YouTube page, and in your newsletters.

3. Content that gets made, continually and competently

Tasks and projects related to one’s own organisation tend to get a bit de-prioritised, compared to the work you do for customers. Fair enough, but since content marketing is a long-term effort, continuity is important. After all, the main purpose of your content marketing is to create a substantial amount of accessible, relevant knowledge that will keep promoting your expertise, work, and brand for a long time.

Your content needs to be published frequently on your website and social media accounts. Doing so creates the right conditions for keeping up interest and engagement among your customers. That makes you active and relevant, so that they will want to read new content that you publish. By bringing in external help for your content marketing, these processes can run more smoothly. It is a very efficient way to ensure that valuable content will be created and shared regularly, while you can focus more on all the other important parts of your business operations.

At Skapa, we work with all sorts of industrial content marketing: from life science to laser technology; container shipping to connected cars. Do not hesitate to reach out to us if you want our help in creating the right content marketing for your customers, based on your knowledge and industry experience!

Do you also want to have top results on Google?

At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.

Don't hesitate to get in touch!