Report: More Manufacturing Marketers are Now Turning to Content Marketing

As marketers in the manufacturing industry turn to content marketing to achieve their key objectives, new research suggests that they are finding more success with this tactic.

The Content Marketing Institute, along with MarketingProfs and IEEE GlobalSpec, recently published the “Manufacturing Content Marketing 2019: Benchmarks, Budgets and Trends” report, and statistics showed that 64 percent of marketers say their company’s content marketing is “much/somewhat” more successful than it was one year ago. Overall, the majority of respondents (49 percent) rate their content marketing success as at least “moderately successful.”

But despite this recent success, manufacturing marketers are still in the early stages of implementing content marketing, according to the statistics. The majority of marketers (36 percent) are still “adolescent” when it comes to their maturity level in terms of content marketing. Twenty-eight percent are “young” and eight percent are still in the “first steps.”

Comparing Content Marketing Efforts to 2017

Last year, marketers in the manufacturing industry were already experimenting with content marketing and dedicating their resources to this tactic, according to previous research.

The “Manufacturing Content Marketing: 2018 Benchmarks, Budgets and Trends” report from the Content Marketing Institute, MarketingProfs and IEEE GlobalSpec found that the vast majority of respondents (86 percent) were utilizing content marketing. Slightly more than half (57 percent) had small (or one-person) marketing/content marketing teams that served their entire organization.

However, 58 percent said at the time that they still outsourced at least one content marketing activity.