Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. 

For part two of my two-part research series, Lisa Beets, Research Director for the Content Marketing Institute (CMI), joins me to walk through key findings from the 2023 Manufacturing Content Marketing Research Report. The report studies where content marketers working in manufacturing invest time and budget dollars, and the outcomes they are experiencing.

This year's study spans a broad range of marketing topics, from content creation and management, distribution, metrics and goals, and budget allocation.

There were three particularly interesting discussions we had during the interview:

1. Manufacturing marketers are outpacing B2B marketers in video investment in both the number of videos produced and the use of YouTube as a distribution channel.
2. Manufacturing marketers cited web visits and social followers as the most important metrics as opposed to conversion metrics for B2B marketers; hearing this makes me ponder the final point....
3. There were struggles cited with creating a content marketing strategy (which may be the reason for bullet #2 - relying on easy-to-grab vanity metrics over substantial conversion metrics)

This report is an excellent companion to part one of my research series, where we walked through the 2023 State of Marketing to Engineers.

Resources

• 2023 CMI Manufacturing Content Marketing Report
• Content Marketing Institute
• Lisa Beets on LinkedIn
• 2023 State of Marketing to Engineers Research Guide, including previous research reports

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TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand.