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Content marketing

Content marketing for manufacturers and industrial B2B, written with your engineers

Content marketing for manufacturers works when an engineer can check every line. We write capability pages, spec-sheet pages, application articles and case studies from your paid Buyers Blueprint and short interviews with the people who run the work. Every piece answers a buyer's question or sells work you want more of.

Get your free Buyer's-Eye Audit Start with a Blueprint

A content marketing partner for US industrial companies

Industrial Marketing is a content marketing partner for US industrial companies, OEMs to Tier 5, and for the distributors, engineering firms, integrators and labs that serve them. We learn your product through the paid Blueprint, an on-site visit and short engineer interviews, and your engineers sign off every page before it goes live.

See why · 3 min

Your best customer buys it elsewhere

The cheapest new work is in accounts that already trust you, and they only buy what they know you do.

Sheet 602, Your Best Customer Buys It Elsewhere: the customer's bill of materials as said (REV A) and released (REV F) An engineering drawing sheet in two panels. Left, REV A, as said: on a plant tour, the new buyer at an invented medical OEM reads her own indented bill of materials. Line 3, the machined 316L housing, is sourced from your shop, as it has been for eight years. Lines 4 to 7, passivation to ASTM A967, UDI laser marking, clean-bench assembly and clean bagging, go to vendor B and vendor C. Dashed lines run from those four lines to your own floor plan, where a passivation line, a laser marker, a clean assembly bench and a bag sealer already run every week. Your website says only precision CNC machining. At the passivation line a speech balloon reads: You do this here? Right, REV F, released: each op on your floor gets its own page, and the website now lists passivation, laser marking, clean assembly and clean packing. The source column is rewritten line by line: lines 4 to 7 keep their current vendors and now also list your shop, with solid lines to your floor. The passivation page went to her the week it went live; whether the work moves is her call. Illustration; composite scene; invented company. 1234567812345678ABCDABCD REV A · AS SAID PLANT TOUR · THE BUYER'S BOM REV F · RELEASED PAGES LIVE · THE SAME BOM BOM 7710 · MEDICAL OEM (INVENTED) LNLVLITEM / OP12345671.2..3..3..3.2.2INSTRUMENT ASSYHOUSING SUBASSYHOUSING, MACHINEDPASSIVATELASER MARKASSEMBLECLEAN BAG316L · CNCASTM A967UDICLEAN BENCHSEAL + LABELOEMOEM8 YEARSYOUR SHOP SOURCE VENDOR BVENDOR BVENDOR CVENDOR C CNC · HOUSINGSPASSIVATION LINELASER MARKERCLEAN ASSY BENCHCLEAN BAG + SEALYOUR FLOOR · PLANYOUR-SHOP.TESTPrecision CNC machining 'YOU DO THIS HERE?' LINES 4-7 GO OUT. DASHED: THE SAME OPS, ON YOUR FLOOR EVERY WEEK. BOM 7710 · MEDICAL OEM (INVENTED) LNLVLITEM / OP12345671.2..3..3..3.2.2INSTRUMENT ASSYHOUSING SUBASSYHOUSING, MACHINEDPASSIVATELASER MARKASSEMBLECLEAN BAG316L · CNCASTM A967UDICLEAN BENCHSEAL + LABELOEMOEM8 YEARSYOUR SHOP SOURCE · REV F VENDOR BVENDOR BVENDOR CVENDOR C + YOUR SHOP+ YOUR SHOP+ YOUR SHOP+ YOUR SHOP CNC · HOUSINGSPASSIVATION LINELASER MARKERCLEAN ASSY BENCHCLEAN BAG + SEALYOUR FLOOR · PLANYOUR-SHOP.TESTPrecision CNC machining PASSIVATION · LASER MARKINGCLEAN ASSEMBLY · CLEAN PACK /CNC/PASSIVATION/LASER-MARK/CLEAN-ASSY/CLEAN-PACK PASSIVATION PAGE SENT THE WEEK IT WENT LIVE. THE MOVE IS HER CALL. LINE 3 IS YOURS. LINES 4-7 GO OUT FOR WORK YOU RUN EVERY WEEK. EACH OP GETS A PAGE. LINES 4-7 NOW HAVE A SUPPLIER THAT SAYS SO. SHEETTITLEINDUSTRIAL MARKETING · DWG IM-602PARTREVNOTECOMPOSITE SCENE · INVENTED OEM SHT 602 Your Best Customer Buys It Elsewhere 6 · FILL THE FLOOR F ILLUSTRATION

Your Best Customer Buys It Elsewhere

Watch the story 3 min

What happens

  1. 01A medical OEM's bill of materials: your shop makes the machined housings on line 3
  2. 02Lines 4 to 7, passivation, laser marking, assembly and clean bagging, go to two other vendors
  3. 03On a plant tour, the new buyer stops at your passivation line: 'You do this here?'
  4. 04Each of those ops gets its own page, and her bill of materials can list your shop for them too

How content gets made

Every piece starts from your Blueprint, the record of what your plant can really do, and goes through the same five steps.

  1. OP 10

    Plan from the record

    Every capability and buyer question in your Blueprint gets a format, an owner on your side and a date. The work you want more of goes first.

  2. OP 20

    Pick the format that answers it

    A capability page for 'can you do it', a spec-sheet page for 'how big, how tight', an application article for 'will it fix my problem', a case study for 'have you done it before'.

  3. OP 30

    The Question Round

    When the record has a gap, we take a short list of questions to the person who knows: your lead programmer, quality manager or weld engineer. They talk, we write.

  4. OP 40

    You approve

    Nothing goes live without a named approver's yes. Engineering checks the numbers, sales checks the claims, and customer names and controlled data stay off the page.

  5. OP 50

    Release it and point buyers at it

    Each piece goes live on a page you own, with a LinkedIn post and a line in your newsletter if you send one. SiteSonar shows which companies read it.

What your content teaches IKE

Your content teaches IKE, our Industrial Knowledge Engine, which buyer questions matter in your trade and which answers engineers accept. What IKE learns is manufacturing. Your record stays yours.

  • What it teaches IKE

    The questions buyers ask about each process and industry, which format answers each one, and the wording engineers sign off on.

  • What IKE gives back to you

    A content plan from your record, topics grouped the way processes go together, and Question Round lists sent to the one person who knows.

  • How IKE learns

    Everything we do for you teaches it more. See the whole engine, and what stays private.

What we write, and what it looks like on different floors

We write six kinds of pieces, each matched to the question a buyer is asking. The examples come from invented companies across industries.

  • Capability pages

    One page for each capability a buyer screens for. Example: 'Type II passivation of 316L instrument housings' for a medical contract manufacturer.

  • Spec-sheet pages

    Envelopes, tolerances, materials and certs as text a buyer and an AI assistant can read. Example: a large-part job shop's boring-mill travel and crane capacity.

  • Application articles

    Written in the words of the problem the buyer wants fixed. Example: 'powder coat chipping on outdoor enclosures' for a coatings shop.

  • Case studies

    The part, the problem, the process and the numbers you may share. Example: a connector maker's backshell potting run for an anonymous defense program.

  • Process pages

    How you control the buyer's risk: first article, PPAP, validation or a phased build. Example: an equipment maker's seven-gate build process.

  • Answers for engineers

    FAQs and explainers that read like a datasheet. Example: a fabricator's weld procedure qualification, step by step.

Written so an engineer can check it

Every number in the content we write is one your engineers have checked. Engineers read your site the way they read a drawing, so we write the bore, the material, the standard and the envelope, and leave out 'industry-leading'.

The same pages work for the buyer, procurement and the plant manager: each one says lead time, quote turnaround and who to call.

Where it goes after it's written

Your website comes first: every piece lives on a page you own. From there it goes out as a LinkedIn post and in your newsletter if you send one, and search engines and AI assistants read what the page says.

Go deeper

More stories: why it matters

Short lessons from real plant floors, each with three checks you can run on your own site.

How content fits with the rest of your program

Content draws on your Blueprint and what we learn about your competitors, and it feeds your website, search, AI answers and social posts.

Same method, different floors

The questions change with the industry. The way we answer them stays the same.

What it looks like

Two examples from invented companies.

  1. A content matrix (invented company)

    Twelve rows from a contract manufacturer's plan: capability, buyer, format, approver, status.

  2. One capability page, before and after (invented example)

    'Precision finishing services' becomes 'Electroless nickel per AMS 2404 on aluminum and steel, 0.0005 to 0.002 in'.

How to buy this

Content marketing runs inside a program, after your paid Blueprint, when your plan calls for it. It starts with the free Buyer's-Eye Audit and the review call after it.

See programs Are we a fit?

Questions about content marketing for manufacturers

Who writes the content, and how technical can it get?

Our writers draft from your Blueprint and your engineers' answers, and your team checks every number before anything goes live. It goes as deep as your drawings: tolerances, standards, materials, test methods.

How do you get information from our engineers without eating their time?

Most answers are already in the Blueprint. For the gaps, we bring one person a short list of specific questions at a time, when it suits them.

How often should a manufacturer publish?

Steadily, at a pace your approvers can keep. Start with the capabilities you want more of. A page that's true and approved beats three that sit in review.

Can you write about work under NDA or export control?

We keep customer names, NDA programs and controlled technical data off the page. Case studies describe the part, the problem and the process at the level you approve.

Do you write for industrial companies that aren't manufacturers?

Yes. Distributors, engineering firms, integrators, labs and industrial service companies get the same method: write what you can really do so a buyer can check it.

Start with what your plant can really do

Start with the free Buyer's-Eye Audit: write the RFQ you most want to win, and we'll show you where a buyer would shortlist you or drop you. Every piece of content we write comes from your Blueprint, the paid first step of every program.

Get your free Buyer's-Eye Audit Start with a Blueprint