Editor’s Note: Updated in 2025. Originally posted in 2018.
Content marketing is no longer optional for manufacturing companies — it's essential. Yet, not all strategies are created equal.
According to the Content Marketing Institute’s 2025 Benchmark report, 67% of manufacturing marketers say their content strategy is moderately effective. Meanwhile, only 20% reported it as very effective, and 13% admitted that their efforts were ineffective.
So, what’s holding manufacturing marketers back?
The report reveals that 47% struggle because their strategies aren’t tied to the customer journey, 46% say they’re not data-driven and 40% lack clear goals. These gaps highlight a critical opportunity to elevate your approach — and stand out in an increasingly crowded market.
Why Content Marketing Is a Must for Manufacturers
If you’re not already using content marketing, you’re in the minority. Back in 2022, CMI's Benchmarks report found that 66% of manufacturing marketers already had a content marketing strategy at that time. The message is clear: manufacturing companies are prioritizing strategic content marketing, and if you’re not doing content marketing yet, you’re already behind.
What Does “Content” Mean, Anyway?
Well, for starters, this blog that you’re reading right now is considered content.
Content marketing for manufacturing can be blogs, videos, whitepapers, infographics, how-to guides, emails, social media posts and more. This online content is the information that shows up when people Google a problem, question or solution they are seeking.
Content marketing puts that content to work for your company. As Corey Wainwright writing for HubSpot explains, “content marketing is a marketing program that centers on creating, publishing and distributing content for your target audience — usually online — the goal of which is to attract new customers.”
Taking a step back and looking at the bigger picture, content marketing is a major part of digital marketing. To give you a quick summary, the methodology is all about providing informative, useful online content to pull targeted prospects to you and entice them to take a closer look at your company.
It’s different from traditional marketing, where you throw ads in front of lots of people while they read the news or drive to work — and hope they pay attention.
Content Marketing for B2B Manufacturers
It makes a lot of sense for B2C companies to use content marketing — people are online shopping and reading, so brands want to be in front of those potential customers, and they want to connect and show their human side with Facebook ads and Instagram posts, etc.
But can it work for manufacturers?
Yes. Because your audience is online too. They are following leaders on LinkedIn. They are reading top industry trade publications online. And when they need a solution, they Google it.
This is where your opportunity exists. B2B companies must produce quality content to connect with prospects, show industry expertise and provide the helpful, informative content they seek online.
You may not be creating fun quizzes on Facebook, but you could be the one providing a production manager with a case study that shows real-world proof of your solution. Or, your e-newsletter could be the one a plant manager reads on lean manufacturing efficiencies. Your video could be the proof executives and purchasing managers need to sign the deal on your solution.
In fact, the 2025 Benchmark report found that the top three types of content created by manufacturing companies were:
- Videos – 85%
- Short articles/blog posts – 89%
- Product/technical data sheets – 71%
Is Online Content Marketing Worth It?
Yes. Content marketing helps you build your online presence, so you’re easier to find. It sets you apart from your competitors, positions you as an expert in your field and wins you new customers.
But what’s the ROI? Let’s dive into some of the reasons why online content is worth investing time and money.
1. Content Drives People to Your Site
It does this in a variety of ways. To name a few, content drives web traffic to your site organically (people search and find your information), through e-newsletters you send out, the information you post on social channels and referrals from other sites.
In terms of organic traffic, well-written content helps you rank higher in Google and on other search engines via SEO, or Search Engine Optimization. If you’re creating quality content optimized for search engines, you’re increasing your chances of customers finding your content before they find your competitors. Therefore, an SEO strategy should go hand-in-hand with your content marketing plan.
Content also helps with referrals. If you become a reliable resource in your industry, other websites may start linking back to you in their content. If you create a killer piece of content, existing customers may share it with other buyers.
Another way content helps drive people to your site is through email. You can send out newsletters, personalized email campaigns and more to nurture prospects and upsell current customers by driving them back to your website.
2. Content Shows Thought Leadership
How are you different from your competitors? What sets you apart?
Whatever your answer to that question is, that’s what should guide your content strategy. Write authoritatively about your areas of expertise and let them get to know your experts.
Is there a new trend facing your industry? Write a blog with your company’s take on it. Do you have suggestions for how to solve a common problem? Empower your engineers to create a how-to guide or how-to video.
Your company knows its stuff. Become a thought leader in your industry by creating content that shows that.
3. Content Keeps Your Site Up-To-Date
Fresh content helps your SEO, but it also helps keep your website feeling fresh and up-to-date for the user. If someone is on your site and sees that you haven’t posted since 2012, it may raise some flags for that potential customer.
It can also help you appear technologically savvy. By incorporating video and other emerging technology in your content strategy, you’re showing customers that you’re a modern, forward-thinking company while also engaging with them in their newest favorite format.
4. Content Strengthens Your Social Strategy
Your online content can do double duty on social media — share it directly or repurpose it into standalone posts tailored for each channel. Your sales team can also leverage this content to engage with prospects on platforms like LinkedIn. Have product videos? Equip your sales team to share them seamlessly through LinkedIn for a more personalized touch.
Content marketing’s true power lies in its versatility. Over time, you create a library of resources that can be strategically adapted to enhance your presence across multiple platforms.5. Content Tells Your Brand Story
Content is about more than selling your product. It’s about telling your story.
People may think they choose a company because of its prices or customer service. But that isn’t really true.
Research has shown that consumers use emotions rather than information when evaluating brands. We want to feel good about the companies we choose to work with — whether that’s subconscious or not, it affects our choices.
Use content to create a clear brand identity and show people your human side. Highlight your products and tout your customer service when necessary, but make sure you tell a story about your company and what you stand for.
DIY Content Marketing vs. Outsourcing
In the 2022 Benchmarks report, research revealed that nearly three out of five manufacturers (58%) outsourced at least one of their content marketing activities. The majority of these organizations (59%) operated with small or single-person marketing teams supporting the entire company — a trend that continues to hold true today.
Today’s most successful companies in content marketing often partner with a digital marketing agency, leveraging their expertise across a team of professional writers, editors, digital strategists, web developers, SEO specialists and more.
Here are six signs it might be time to outsource some of your marketing efforts:
- You are overwhelmed by your current workload and unable to keep up.
- You don't have the internal resources to strategize, plan and execute marketing.
- You're dissatisfied with the outcomes of your existing marketing strategy or unable to see ROI.
- You're challenged with staying abreast of emerging digital trends and strategies.
- The website is outdated and difficult to use, and you don't know where to start to fix it.
- The sales team is frustrated because they don't have the tools and sales resources they need to prospect and nurture leads efficiently.
The right agency can provide cost-effective strategy, seamless implementation, marketing coaching and measurable results. They can help you align content marketing efforts with the customer journey, access actionable customer data and collaborate with internal teams to establish clear, achievable goals.
As marketing budgets are expected to remain flat in 2025, making the most of your content investments will be more important than ever. Partnering with a skilled agency could be the key to maximizing your impact.
Start Collaborating on Content Today
At Marketing Essentials, we’re more than a full-service digital marketing and sales agency — we’re partners who understand your industry. Based in Ohio, one of the nation’s leading manufacturing hubs, we live your culture every day. Many of our expert team members have hands-on experience working for industrial manufacturers, fabricators, agricultural supply companies, distribution centers and more.
Whether you need support for a one-time project or are seeking a long-term vendor partnership, our team will collaborate with yours to create a strategic content program tailored to your goals — driving measurable results and boosting revenue. Request a free consultation with our experts today.
