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3 Top Content Marketing Challenges in Manufacturing [Research]

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3 Top Content Marketing Challenges in Manufacturing [Research]

The most common challenge among manufacturing marketers? Creating content for different stages of the buyer’s journey.

That’s what 62% cited in today’s release of Content Marketing Institute’s Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023, co-sponsored by GlobalSpec and 6sense.

Rounding out the top three of the most frequently cited challenges: aligning sales and marketing (58%) and breaking down communication silos (56%).

62% of #manufacturing marketers say creating #content for different stages of the buyer’s journey is a challenge according to @CMIContent #Research via @LisaBeets. Click To Tweet

Other common challenges include:

  • Developing consistency with measurement (47%)
  • Accessing subject matter experts to create content (41%)
  • Achieving consistency with messaging (36%)
  • Differentiating our products/services from the competition’s (32%)
  • Continuing to make a business case for content marketing (27%)

Manufacturing organizations' current content marketing challenges.

Click to enlarge

What are some solutions for the most frequently cited challenges experienced by manufacturing marketers? And what can you do to capitalize on video and storytelling – two areas of opportunity in 2023? We reached out to several manufacturing marketing professionals for their expertise. Read on.

1. Buyer’s journey

To create content for different stages of the buyer’s journey (and address the silos of sales and marketing marketers), ask sales to connect you with customers for interviews, says Morgan Norris, senior brand strategist at TREW Marketing.

Ask sales to connect you with customers for interviews, says @morgannorris via @LisaBeets @CMIContent. #ManufacturingResearch Click To Tweet

“Marketing can set up five to seven 20-minute interviews and ask questions like ‘What challenges were you facing before you started working with us? What did you do to solve your problems first? What made you choose us? Were there any unexpected benefits in working with our team?’”

Morgan explains that gathering these customer insights does three things:

  • You can hear customers’ pain points in their words for each step in their journey. You can use that language in your brand’s content.
  • When sales see their customers’ voices fueling content development, they’re more likely to trust the output from marketing.
  • You can gain insight into the customer journey. Ask questions about initial pain points as well as final decision factors and what it’s like to work with your company.

“From here, marketers can pick a theme (for example, an industry topic or technology trend) and then create specific pieces of content, each targeting a single point in the buyer’s journey, link those content pieces together, and build leadership around the topic,” Morgan says.

While working to understand the buyer’s journey, Eddie Saunders Jr., demand generation manager at Flex Machine Tools, reminds his peers to focus on empathy.

“Sympathy is recognizing someone else’s position and maintaining your own,” Eddie says. “But empathy is truly understanding their position and adjusting accordingly. This doesn’t mean inserting yourself into the buyer’s journey, but this mindset does require that you connect and inquire with your customers. No one can provide more perspective on what content drove a desired outcome more than those who have experienced your funnel all the way through to the transactional exchange.”

2. Aligning sales and marketing

With so much of the buying journey taking place online without the help of a salesperson, manufacturing marketers should create a “digital twin” content representation of their sales team, says Greg Mischio, founder of Winbound.

“For that to happen, sales and marketing must be aligned; otherwise, you’ll generate nothing but poor leads and negative returns on your marketing investment,” Greg adds.

Sales and marketing must be aligned or you’ll generate nothing but poor leads, says @gregmischio via @LisaBeets @CMIContent. #ManufacturingResearch Click To Tweet

“Alignment starts, first and foremost, with a shared strategy. [It’s] not a sales strategy, not a marketing strategy, but a sales and marketing strategy developed in collaboration with management and agreed to by all parties. The strategy incorporates a shared definition of a lead, shared quantitative goals, and agreed-upon tasks that speak to each department’s strengths. From there, ongoing communication and goal reviews are essential.”

Greg notes progress in this thinking is happening. In the CMI research, 44% of manufacturing marketers used content marketing to generate sales/revenue in the last 12 months – that’s one-third more than they did in the previous year.

44% of #manufacturing marketers used #ContentMarketing to generate sales in the last 12 months – that’s a third more than the previous year according to @CMIContent #research via @LisaBeets. Click To Tweet

“This is a sign that smart companies understand that the days of finger-pointing and operating in silos are over. It’s align or decline – there really is no middle ground,” Greg says.

Other goals achieved by manufacturing marketers using content marketing in the last 12 months include:

  • Create brand awareness (85%)
  • Build/grow credibility/trust (67%)
  • Educate audience(s) (66%)
  • Build/grow loyalty with existing clients/customers (65%)
  • Generate demand/leads (60%)
  • Support the launch of a new product (59%)
  • Nurture subscribers/audiences/leads (50%)
  • Drive attendance to one or more in-person or virtual events (44%)
  • Build/grow a subscribed audience (38%)

Goals manufacturing marketers have achieved by using content marketing successfully in the last 12 months.Click to enlarge

3. Communicating internally among teams/silos

Breaking down departmental silos can happen by aligning marketing goals and metrics with business and sales objectives, says Lara Schneider, senior marketing manager of the motors and drives division at Toshiba.

“Manufacturing marketers have a challenging but great opportunity to create the narrative for their company on how content marketing supports customers’ needs and can also be used to improve internal operations,” Lara says.

For example, a content strategy that solves customer problems is likely to reduce customer inquiries to product management and technical support, she says. It also creates another benefit.

“Speaking the language non-marketers understand and value – and keeping the focus on improving the customers’ experience – goes a long way toward opening the door for improved internal communication and collaboration,” Lara says.

Other key findings indicate a rise in video

In addition to the three most common challenges, this year’s manufacturing research reveals a key area in which marketers continue to invest – video.

Ninety percent of manufacturing marketers used videos in the last 12 months and say that videos produced the best results for their content marketing over the last year.

In addition, 80% say their organization will invest/continue to invest in video in 2023, making it the most frequently cited area of content marketing investment (as it was in the previous year).

80% of #manufacturing marketers say their company will invest in videos for marketing in 2023 according to @CMIContent #research via @LisaBeets. Click To Tweet

Other areas of content marketing investment in 2023 include:

  • Owned-media assets (69%)
  • Social media/community building (67%)
  • Paid media (61%)
  • Events – digital, in-person, hybrid (58%)
  • Earned media (44%)
  • Getting to know audiences better (32%)
  • User experience (UX) design (20%)

Areas of manufacturing content marketing investment in 2023.

Click to enlarge

Recent CMI video and visual storytelling research shows success is enhanced by a visual strategy.

“Having a video strategy will allow you to understand how it funnels up to company goals, determine how you will measure success, and ensure the content has a consistent look, cadence, and message,” says Jennifer Watson, founder and creative director of Context Communications.

Why are manufacturing marketers so keen on video? Wendy Covey, CEO and co-founder of TREW Marketing, which produces the annual State of Marketing to Engineers report with GlobalSpec, has insight. “Manufacturing marketers are often tasked with communicating complex information that doesn’t always translate well in written form,” she says.

“Enter video — it’s an ideal platform to tell a complex story in an interesting, engaging manner. Marketers can showcase products in motion, explain complex how-to topics, and demonstrate large systems in context … something that is not possible on a sales visit or a trade show floor,” Wendy says.

“Video also helps personify your brand by having real employees (such as your smart engineers) share their knowledge and experience directly, which builds trust and credibility with skeptical technical buyers.”

The 2022 State of Marketing to Engineers report (registration required) found 96% of engineers and technical buyers consume videos for work-related purposes weekly, and the time spent watching videos climbs each year. Technical buyers 35 and younger spend the most time watching videos compared to their older counterparts.

Wendy cautions manufacturing marketers to incorporate their video strategy as part of the overall content marketing strategy. “With this mindset, you’ll have better clarity on personas, topics, and calls to action, which you can weave into your script and storyboard,” she says.

Jennifer Watson of Context Communications says you also can maximize your video content through “upcycling.”

As she explains, “There are many ways to repurpose video content. Depending on the length, you can edit it into smaller, snackable size pieces of content to consume, curate audiograms, edit pieces together and create a longer video; the possibilities are endless. The smartest marketers know how to maximize the content they have to save time and money.”

Differentiate with quality content – and tell interesting stories

In a new area of the annual content marketing survey, we asked manufacturing marketers who excel in creating differentiated content how they do it. Here’s how they explain it:

  • Produce better quality content (83%)
  • Cover topics/stories that competitors aren’t covering (72%)
  • Actively promote the content we publish – beyond publishing/distributing it (50%)
  • Use formats competitors are not using (38%)

How manufacturing markers differentiate their content from the competition.

Click to enlarge

Creating better quality content – and covering topics your competitors aren’t – often happens through storytelling. Manufacturing is an ideal industry to do that with stories about how things are made, the people who work in the companies, case studies, etc.

“Storytelling creates context,” says Joe Sullivan, founder of Gorilla 76. “If you deeply understand what matters most to (your audience), then storytelling can be your vehicle for connecting problems and desired outcomes to a tangible solution.”

He offers an example of a manufacturing brand that wants to reach plant managers who it knows are the most important influencers in the buying process. “Paint a picture of a real-life success story from another plant manager just like them,” Joe says.

“Illustrate the transformation inside of that company’s operations from the time you arrived to the time you finished. What impact did that transformation have on their organization? But also, how did it impact that plant manager in his or her career journey? Storytelling not only provides context, but it humanizes the experience of working with you while putting your customer/prospect at the center of the story.”

Gain perspective and buy-in

To learn more about how manufacturing marketers are approaching content marketing, read the newly released Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023. It’s full of insights to help you – and your leadership – better know what’s happening around content marketing strategy, content creation and distribution, content management and operations, metrics and goals, and challenges.

Want to dive deeper into the latest content marketing trends in manufacturing? Register for our free Content Marketing Master Class: Manufacturing Edition on November 30, 2022.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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Comparing Credibility of Custom Chatbots & Live Chat

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Building Customer Trust: Comparing Credibility of Custom Chatbots & Live Chat

Addressing customer issues quickly is not merely a strategy to distinguish your brand; it’s an imperative for survival in today’s fiercely competitive marketplace.

Customer frustration can lead to customer churn. That’s precisely why organizations employ various support methods to ensure clients receive timely and adequate assistance whenever they require it.

Nevertheless, selecting the most suitable support channel isn’t always straightforward. Support teams often grapple with the choice between live chat and chatbots.

The automation landscape has transformed how businesses engage with customers, elevating chatbots as a widely embraced support solution. As more companies embrace technology to enhance their customer service, the debate over the credibility of chatbots versus live chat support has gained prominence.

However, customizable chatbot continue to offer a broader scope for personalization and creating their own chatbots.

In this article, we will delve into the world of customer support, exploring the advantages and disadvantages of both chatbots and live chat and how they can influence customer trust. By the end, you’ll have a comprehensive understanding of which option may be the best fit for your business.

The Rise of Chatbots

Chatbots have become increasingly prevalent in customer support due to their ability to provide instant responses and cost-effective solutions. These automated systems use artificial intelligence (AI) and natural language processing (NLP) to engage with customers in real-time, making them a valuable resource for businesses looking to streamline their customer service operations.

Advantages of Chatbots

24/7 Availability

One of the most significant advantages of custom chatbots is their round-the-clock availability. They can respond to customer inquiries at any time, ensuring that customers receive support even outside regular business hours.

Consistency

Custom Chatbots provide consistent responses to frequently asked questions, eliminating the risk of human error or inconsistency in service quality.

Cost-Efficiency

Implementing chatbots can reduce operational costs by automating routine inquiries and allowing human agents to focus on more complex issues.

Scalability

Chatbots can handle multiple customer interactions simultaneously, making them highly scalable as your business grows.

Disadvantages of Chatbots

Limited Understanding

Chatbots may struggle to understand complex or nuanced inquiries, leading to frustration for customers seeking detailed information or support.

Lack of Empathy

Chatbots lack the emotional intelligence and empathy that human agents can provide, making them less suitable for handling sensitive or emotionally charged issues.

Initial Setup Costs

Developing and implementing chatbot technology can be costly, especially for small businesses.

The Role of Live Chat Support

Live chat support, on the other hand, involves real human agents who engage with customers in real-time through text-based conversations. While it may not offer the same level of automation as custom chatbots, live chat support excels in areas where human interaction and empathy are crucial.

Advantages of Live Chat

Human Touch

Live chat support provides a personal touch that chatbots cannot replicate. Human agents can empathize with customers, building a stronger emotional connection.

Complex Issues

For inquiries that require a nuanced understanding or involve complex problem-solving, human agents are better equipped to provide in-depth assistance.

Trust Building

Customers often trust human agents more readily, especially when dealing with sensitive matters or making important decisions.

Adaptability

Human agents can adapt to various customer personalities and communication styles, ensuring a positive experience for diverse customers.

Disadvantages of Live Chat

Limited Availability

Live chat support operates within specified business hours, which may not align with all customer needs, potentially leading to frustration.

Response Time

The speed of response in live chat support can vary depending on agent availability and workload, leading to potential delays in customer assistance.

Costly

Maintaining a live chat support team with trained agents can be expensive, especially for smaller businesses strategically.

Building Customer Trust: The Credibility Factor

When it comes to building customer trust, credibility is paramount. Customers want to feel that they are dealing with a reliable and knowledgeable source. Both customziable chatbots and live chat support can contribute to credibility, but their effectiveness varies in different contexts.

Building Trust with Chatbots

Chatbots can build trust in various ways:

Consistency

Chatbots provide consistent responses, ensuring that customers receive accurate information every time they interact with them.

Quick Responses

Chatbots offer instant responses, which can convey a sense of efficiency and attentiveness.

Data Security

Chatbots can assure customers of their data security through automated privacy policies and compliance statements.

However, custom chatbots may face credibility challenges when dealing with complex issues or highly emotional situations. In such cases, the lack of human empathy and understanding can hinder trust-building efforts.

Building Trust with Live Chat Support

Live chat support, with its human touch, excels at building trust in several ways:

Empathy

Human agents can show empathy by actively listening to customers’ concerns and providing emotional support.

Tailored Solutions

Live chat agents can tailor solutions to individual customer needs, demonstrating a commitment to solving their problems.

Flexibility

Human agents can adapt to changing customer requirements, ensuring a personalized and satisfying experience.

However, live chat support’s limitations, such as availability and potential response times, can sometimes hinder trust-building efforts, especially when customers require immediate assistance.

Finding the Right Balance

The choice between custom chatbots and live chat support is not always binary. Many businesses find success by integrating both options strategically:

Initial Interaction

Use chatbots for initial inquiries, providing quick responses, and gathering essential information. This frees up human agents to handle more complex cases.

Escalation to Live Chat

Implement a seamless escalation process from custom chatbots to live chat support when customer inquiries require a higher level of expertise or personal interaction.

Continuous Improvement

Regularly analyze customer interactions and feedback to refine your custom chatbot’s responses and improve the overall support experience.

Conclusion

In the quest to build customer trust, both chatbots and live chat support have their roles to play. Customizable Chatbots offer efficiency, consistency, and round-the-clock availability, while live chat support provides the human touch, empathy, and adaptability. The key is to strike the right balance, leveraging the strengths of each to create a credible and trustworthy customer support experience. By understanding the unique advantages and disadvantages of both options, businesses can make informed decisions to enhance customer trust and satisfaction in the digital era.

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The Rise in Retail Media Networks

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A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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AI driving an exponential increase in marketing technology solutions

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AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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