David Mill

3 tips for creating compelling content on your manufacturing website

by David Mill on March 03, 2016

How to create compelling content on your manufacturing website?

Digital marketing is of vital importance to the manufacturing industry, accounting for more than half of an average manufacturer’s earnings. What’s more, that figure is growing every year.

However, you might be surprised to learn just how long it takes for visitors to your website to reach a conclusion about it – and ultimately you. In fact, a mere 2.6 seconds is the amount of time your website has to make an impression.

Your website is the hub of your digital marketing. It drives 70% of your earnings (Econsultancy). So if it fails to engage your target audience, you stand to lose prospects and even customers. And it isn’t enough for your website to look slick and professional. Ultimately, it needs to be easy to use, and to work seamlessly with the latest technology.

Engage your audience with compelling content

The right content is also a determining factor, when it comes to the success – or otherwise – of your website. You need to create targeted content, aimed at nurturing prospects at different stages of the buyer’s journey into leads and then customers.

Read on to discover 3 ways you can make your content effective and compelling:

1. Make Every Piece of Content Target One Persona

A ‘persona’ is a profiled buyer, or rather (according to HubSpot) a fictional representation of your ideal customer.

Typically, you will have at least 4 personas you need to target. And if you want to make your website engaging, you need to create content that’s tailored to each.

In order to do this effectively, it’s crucial to carry out your research thoroughly. What are your personas’ pain points? How does your product or service provide the solution to their problems?

 Remember, a first time visitor to your site is never going to be engaged by a sales pitch that explains the benefits of your product or service. Rather, they’re looking for information, which will establish you as an industry-leading expert, and mean that you’ll be at the front of their mind when it comes to buying.

2. Identify Your Most Engaging Content and Replicate It

Traditional marketing is dead because it is creative-led. Effective marketing for manufacturers is integrated, evidence-based and refined on the basis of real-time analytics.

This is the only way you can know the most effective content on your website. And once you know what’s engaging your various personas, you’re able to replicate it.

Remember, what’s worked well once isn’t necessarily going to deliver time after time. You need to constantly be testing, reviewing and refine to ensure that your content is optimised to deliver the best possible results for your business.

3. Deliver What You Say You Say You Are Going to Deliver

If your blog post says you are going to tell your customers 5 facts about their industry– then tell them 5 facts about their industry!

It may sound obvious but one of the biggest reasons for bounce rates on websites is a misleading headline.

Ultimately, the aim of your content is to compel the visitor to your site to keep reading. Your headline should make a promise which the content delivers, leaving your prospect, lead or customer both satisfied and hungry for more.

Talk to us today about how we can help you generate increased awareness, demand and sales.

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David Mill

This post was written by David Mill

David Mill is Cognition's Director of Content.