The Power of Industrial Content Marketing: Providing Value to Your Customers – Marketing Summit

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See the highlights from John Joyce's keynote at the 2019 Industrial Marketing Summit.
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In this video, industrial marketing expert John Joyce shares his insights on why effective content marketing is essential for B2B companies in the industrial sector. He explains that industrial marketing differs from B2C marketing, as it involves complex buying processes and hard-to-identify buyers, such as engineers who specify products but don't necessarily make the final purchase decision.
Joyce emphasizes the importance of creating valuable content that adds real value to the lives of engineers. To achieve this, he recommends listening to customers and providing content that addresses their needs and preferences. He also advises taking a long-term approach to content marketing, recognizing that it takes time to see results.
Joyce describes his four-part strategy for successful industrial content marketing, which includes:
• Listening to customers
• Creating valuable content
• Amplifying content through various channels
• Measuring engagement through metrics, such as form submissions.
He also shares how his team at Brennan Industries uses long and specific forms to gather data on buyer personas and preferences, which helps them create more targeted content.
Overall, Joyce makes a strong case for the power of industrial content marketing to drive sales and build brand loyalty in the B2B sector. By providing value to customers through informative and helpful content, B2B companies can establish themselves as trusted partners and leaders in their industries.

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