By Roderick Kelly

In many ways, US Manufacturers have long been at the forefront of innovation. Blogging is a great opportunity for them to share their creative spirit and accomplishments. Why? Because blogging increases customer engagement. According to an article published by Hubspot, B2B marketers that use blogs receive 67 percent more leads than those that do not.

A look back speaks volumes about how manufacturers have triumped in two major areas and why blogging is a great complement to both.

Over many decades, manufacturers have been leaders in automation, which can be traced to 1913 when Henry Ford introduced the assembly line and mass production. The time it took to produce one automobile dropped from 12 hours to 90 minutes.

Automation in manufacturing has come in many forms, from hydraulics to pneumatics to robotics and computers. With each new development, costs have been reduced and production has increased, resulting in quicker time to market, filling a customer need and greater company profits. These are excellent talking points in blogs.

Another area where manufacturers have excelled is in customer relationships. Whether it’s forming exclusivity agreements to produce original equipment or by just being that trusted friend. For generations, families of light trucks either purchased Chevrolet or Ford, but rarely crossed over. That customer affinity is a hallmark of manufacturing. Here again, blogs strengthen relationships.

Manufacturers, which rely so heavily on automation and loyalty, can use blogs as a quick and easy way to deliver a consistent message to customers and prospects. Another way to look at it: blogging and storytelling are really just new forms of automation -- using technology and artisanship (of content) to break new boundaries. This is no different than what manufacturers have done over the last century.

Like any new product, the first step is to figure out a blog strategy. What do you want your blog to accomplish? What will benefit your reader? What frequency will accomplish your goals? How will your blog support your mission? Once you have identified your approach, look at all your options. Blogs come in many formats:

  • Writing (anywhere from a few paragraphs to longer narratives)

  • Video and photo

  • Infographics

  • Audio podcast

  • How to’s and guides

  • Templates and checklists

  •Reference material and lists

In essence, blog posts are stories about your company, your people, your values, your products and your services. They provide regular touch points with target audiences that reinforce what your sales and business development teams are touting. They can help customers resolve issues they are dealing with now or on the horizon.

How does your manufacturing company use blogs?

For more information on how your blogs can be delivered in your voice and through your customers’ eyes, contact me at klgrod@gmail.com.