Content marketing presents a remarkable opportunity for manufacturers to expand their networks and cultivate loyal customer relationships. In the industrial sector, particularly in APAC and Southeast Asia, the potential for growth through high-quality content is immense.
Simplifying Technical Information and Ensuring Progressive Flow
Creating content that simplifies complex information is essential for effective engagement. Infographics and visual aids can be valuable tools for breaking down complicated concepts. In Southeast Asia, a good strategy is also to make the content more “educational”, think of it like the flow of an online course for example, and ramp up complexity slowly. Always consider the consumer’s perspective to ensure that the information is easy to digest and follow.
Adapting Content to fit Local Specificities
When it comes to Asia Pacific in particular, a challenge is always to make sure the content is relevant to the audience. Asia Pacific, and in particular Southeast Asia, is a very fragmented version: culturally and linguistically. A content relevant in a region (eg. pork production animal feed) may be irrelevant in another country (eg. Indonesia, largest muslim population country in the world). Adjusting and translating content country by country will give a better relevance and increase conversion.
Content Produced May Need To Cover Multiple Decision Makers
In the manufacturing industry, purchasing decisions often involve multiple stakeholders. This complexity can hinder content marketing efforts, as not all decision-makers may engage with the content. To address this challenge, manufacturers must create content that appeals to a diverse audience, from entry-level employees to business owners.
Getting Ready for Long Sales Cycle and Decision Process
Machinery and other heavy capital sales products have typically long sales cycle. The marketing content produced may not convert before the buyer is ready (eg. has budgeted the purchase, has validated purchase with board). This prolonged process necessitates a strategic approach to content creation. Consistency in posting is crucial; By maintaining a steady stream of relevant and timely content through marketing automation, manufacturers can keep potential customers engaged throughout the sales cycle.
Measuring Content Marketing ROI
Measuring the return on investment (ROI) of content marketing is a challenge faced by marketers across industries, and manufacturers have additional complexities to consider. With long sales cycles and multiple decision-makers, assessing the impact of content marketing efforts can be daunting. To effectively measure ROI, manufacturers should first define their target audience and outline their content marketing objectives. Adoption of a CRM and integration of marketing initiatives inside the CRM will allow a better overview of the marketing initiatives ROI.
In conclusion, content marketing is vital for enhancing the reach and impact of manufacturing companies in Southeast Asia. By understanding and addressing the unique challenges faced in this sector, manufacturers can develop effective strategies that drive growth and foster lasting connections with their audience.
