One of my favourite manufacturing-related blogs is Make It British, by Kate Hills, ‘passionate about products made in Britain’ – a message which comes across strongly throughout. She has a great knack of linking the latest news with her cause; the latest post, for example, talks of Margaret Thatcher and her British-made handbag. Another post mentions the horse meat scandal and how it’s encouraging consumers to buy British.
For a manufacturer blog example, I came across Custom Designed Cables’; they’re a small manufacturer in Bolton. They clearly put some thought into their audience, with posts on the different applications of their products, product features and benefits, and setting out their solutions to problems potential customers could be facing.
Another example is one of our customers, H & O Plastics in Birkenhead; they manufacture standard and tamper evident plastic buckets. Their blog shares company news and comment on issues that might concern customers such as recycling and green credentials. Something a bit more fun and interesting are their posts on alternative uses for their products, including for gardening and to make a winter lantern.
Why your business should have a blog
Companies that blog get 55% more web traffic and 70% more leads than those that don’t
Every blog is an opportunity to create new content around your keywords and phrases, helping to boost your search engine rankings. Add social media sharing buttons and you then allow readers to share and like your post, further supporting your SEO strategy.
Manufacturing content ideas
Blogs tend to have a tone of voice which is more conversational and informal. Think about what information your target market might be looking for, whether they’re just starting to search or are further along the decision process.
Here are some ideas:
- Breaking news – like Make It British, can you link your company or products to a news story? Maybe you can share your perspective or reaction to the news?
- Market specific – do you serve different markets? Write blogs focused on their particular needs and interests
- All about you – share company updates like recent awards and accreditations, or investment in machinery or people; always highlight how it makes you THE company to do business with
- Features, advantages, benefits – blogs are not about the hard sell; showcase your products in the context of problems and solutions, for example by using a customer case study
- A bit of fun – when done well these give your brand more personality but they need careful thought!
Get everyone in your business involved in generating ideas, this will make your job much easier.
How we can help
Time is an issue in many small businesses and writing an effective business blog can be something which some people don’t feel comfortable or able to do.
If this is your situation then please get in touch. We write blogs for manufacturers from a whole range of sectors. We’ll make sure blogs are aligned to your SEO strategy and you can have as much or as little input as you want in the process. Contact us on 0161 875 2528.