Manufacturers might think that content marketing only works for consumer-facing industries. The reality is that it’s effective for B-to-B brands, too. Content marketing can help manufacturers establish expertise, connect with their audience and drive conversions. Here’s a primer on how manufacturers can employ content marketing to get results.

5 Ways Manufacturers Can Use Content Marketing

  1. Deliver thought leadership: Manufacturers can elevate their brand by creating content that speaks to trends, challenges and innovations in their industry and that of their clients. Articles, whitepapers, case studies and reports are examples of this content in action. No one wants to be on the other side of a sales pitch. However, innovative thinking is usually well-received because there’s no pressure to convert.
  2.  Educate the audience: Content marketing allows you to educate your community about manufacturing process, product features, benefits and how it can serve their company. To that end, manufacturers can create how-to videos, guides and tutorials to help customers make more informed buying decisions.
  3. Showcase products and solutions: Create content that highlights your products’ features, capabilities and applications. For example, you could develop detailed product descriptions, video demos and comparison guides to help show off your widget and real-life functionality.
  4. Tell your brand story: Manufacturers can use content to highlight company history, values, mission and employees and their craft. A genuine brand story helps build trust and emotional connections with the parties you’re trying to reach.
  5. Customer success stories: Share success stories and case studies that showcase how your products or solutions have helped customers overcome challenges and reach new heights. Real-world examples can help prospects envision themselves as your next success story.


Incorporating content marketing into your overall marketing strategy is a sound marketing investment. By focusing on educating and providing value to their audience, manufacturers can build lasting relationships that go beyond transactions.

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