Content marketing is the lifeblood of inbound. For complex industries like manufacturing, it often hinges on sophisticated, technical, and highly specific information that the uninitiated may find difficult to grasp.
It’s understandable, then, that there’s hesitation around turning over the responsibility of content creation to a marketing partner that may not be familiar with your industry. If you’re not confident the agency’s team can grasp the concepts of your business, how in the world are they going to write compelling, lead-generating content around them?
As inbound marketers for complex industries, we’re asked that question a lot. We don’t take it personally. In fact, we welcome the opportunity to answer.
VIDEO TRANSCRIPT: How Can You Write for My Industry?
Hi, I’m Meg Hoppe, Creative Director of Weidert Group. This video is intended to answer one of the more common questions we get from prospects, which is, “How can you possibly write for my industry?”
Weidert Group specializes in inbound marketing for complex industries — industries like commercial food ingredients, ERP software, injection-molded plastics, modified shipping containers and others. These aren’t simple businesses, and clients in these industries are right to question the ability of an outside partner to accurately discuss what they do, and to fully understand their customers.
Weidert Group is able to quickly jump in and create meaningful and effective content for clients in complex industries because of two main characteristics of our company.
First, our content writers are highly experienced. Our team of four writers has an average of 26 years of experience, on both the agency and client side. Everything we’ve learned over those years is applied in one way or another to everything we write today. And what we learn from one industry almost always has application to other clients’ accounts. In other words, we’re able to connect dots quickly because of the breadth and depth of the work we’ve done.
Our writers’ experience includes the unique — I’d say even rare — ability to develop content that attracts and helps convert leads. And writing it in a way so that search engines “see” that content and present it to prospects in their search results.
Secondly, we spend a lot of time doing research. Before we begin executing a client’s inbound marketing plan, we’ve done a significant amount of work learning the business of the client and that of their customers. We learn everything there is to know about their business model, their positioning in the market, competitors, customers’ buying cycles, pain points, the biggest challenges their customers face, and a wide range of other information that helps us write precise content that’s aligned with their needs.
There’s no substitute for experience, and there’s no greater power than knowledge. We have both at Weidert Group. That’s how we’re able to write to say with confidence, yes, we can write for your industry.
We’re happy to share samples of our content work so you can see for yourself what we’re capable of. Just reach out to me at the email link on your screen and I’ll get you what you need!
Posted by Meg Hoppe
Meg provides creative vision to all client projects and serves as the agency's chief content writer. She has extensive experience writing for a variety of industries, including manufacturing, financial services, and healthcare. Meg started in advertising and has become a thought leader in digital content creation and inbound marketing.