7 Innovative Content Marketing Ideas for Manufacturers

Team Pepper
Posted on 14/01/228 min read
7 Innovative Content Marketing Ideas for Manufacturers

Table of Contents

  1. 7 Content Marketing Ideas for Manufacturers
  2. Content Marketing Statistics for Manufacturers
  3. Key Takeaways
  4. Conclusion
  5. FAQs

According to reports by HubSpot, 82% of businesses globally invest in content marketing, and 47% of the buyers engage with two to five pieces of content before being a product/service. The main aim of marketers is to boost sales, increase engagement and brand awareness. Manufacturing is also one of the major industries that have taken content marketing very seriously in 2021. 

Traditional marketing techniques have taken a backseat considering the spike in businesses going online. Manufacturers are using content marketing more than ever before. 41% of marketers claim to have a defined manufacturing content marketing strategy in place.  Today, the stronger your market presence, the bigger your revenue. 

Therefore, we have outlined 7 innovative content marketing ideas for manufacturers. It will help you gather an idea of framing your own content marketing strategy. 

7 Content Marketing Ideas for Manufacturers

1. Blog posts

When we say content marketing, blog posts are the first to pop up in our minds. And why not? It’s an effective way of educating your prospective buyers. Secondly, it has many benefits as well. Simultaneously, it increases your popularity, SEO rankings, and brand authority. 

Using blog posts in content marketing for manufacturing companies is a brilliant idea. Why? Well, blogs can be used to help manufacturers understand the industrial buyer’s circle.


Blog posts incorporate detailed information about a subject that offers a clear insight into the buyers. It helps in ticking off all the doubts and reservations that a buyer would experience in the process of coming to a decision. The buyer cycle starts from identifying the need for the said product to finally purchasing it. 

Moreover, other benefits that can be derived from the blog posts include:

  • Drives organic reach and traffic to your website
  • Can be repurposed for social media posts
  • Helps in generating leads and conversion
  • Drives long term results
  • Very useful in forging an interpersonal connection with your buyers


Therefore, by having a rich blog post on your website, a manufacturer can speed up the long sales cycle by educating the buyers about complex products. The real data, stats, and survey results can be used in the blog to enhance its productivity. Hence, blogs can prove to be the most effective manufacturing content marketing strategy in the marketing funnel. 

2. Ebooks

Ebooks are an important tool in content marketing. They reflect your expertise in the respective sector and your ability to face any challenges that come with it. They also give you a chance to touch upon other pressure points that you can cover in the ebook. Moreover, ebooks are quick to produce, cost-effective, and power-packed with perceived value. 

The manufacturing sector can use ebooks to its advantage by talking about the economics of manufacturing operations. Since the concept of one size fits all is ruled out, ebooks can be written about the buyers’ specific needs in the manufacturing industry. By talking about it, manufacturers will be positioning themselves as the industry thought leaders.


Finally, ebooks are written in easy-to-consume formats with interactive visuals and data. Manufacturing content marketing strategies can use ebooks to create awareness about workers’ daily difficulties and dangers. It is an effective way to communicate with your targeted audience. 

3. Industry research

Using industry research in your manufacturing content marketing strategy can position you as a valuable partner. It will do the job of self-promotion without actually saying it out loud. Your customers may find the industry research and data fascinating. Therefore, enlightening them with never before insights can influence growth and conversion. 

Manufacturers and their customers can benefit from this. The data collected for the research presents a 360-degree view of the market. It can help the manufacturers see hidden opportunities and use them before anyone else. Therefore, utilizing the information at hand can help a manufacturer score a dominant position in the market.


The key to a prospering business is through your customers’ satisfaction. The value and trust you bestow upon them is the deciding factor in determining your future. Captivate their attention by constantly bringing up new trends, campaigns, and stats. In this way, they will remain dedicated to you for the long term. 

4. Factory tour videos

As we know, videos are an excellent choice for content marketing. 90% of Internet users prefer watching videos over text, audio, etc. According to research by My Startup Land, Amazon has spent $3 billion on video content, Chevrolet is the most-watched auto brand online with 164 million views, etc. This data tells us about the skyrocketing ROI on video content. 

Therefore, factory tour videos can be a great start to venture into video marketing for your business. The manufacturing sector can conjure the buyers’ trust by making factory tour videos. Through such videos, you let your buyers into the most intricate details of your work process. You are putting a lot at stake to do something for your buyers. Hence, you are surely getting an edge over your competitors through this manufacturing content marketing strategy.


It shows your dedication towards your work, the members’ efficiency, and the sought-out work culture. Your buyers would be thrilled to learn about it. We rarely get to witness the whole production cycle of the products we are using. 

5. Social media posts

Social media is the most sought-after choice for marketing products. The simple reason is convenience, colossal traffic, low-cost, and easy process. No wonder people instantly pull out their phones to check the social media profile of the products to measure their popularity and genuineness. 

Most brands are already leveraging social media to reach their targeted customers. And the others are going to be there soon. However, the manufacturing and industrial sector have not yet fully realized the potential of social media. But again, content marketing ideas for manufacturing cannot be complete without promotion on social media.


Here are some essential pointers that you can include in your social media posts:

  • Don’t forget to use links to your website/landing pages.
  • Make sure that you are consistent in posting to your accounts. 
  • Design your posts according to your customers on different platforms. E.g., on LinkedIn, you might want to post corporate and sales content; on Instagram, you can post graphical illustrations of your surveys, etc. 
  • Stay up to date with the new trends and incorporate them in your posts to make them more engaging and fun. 

6. Case studies

Case studies can fast-track your brand awareness by offering buyers a robust case study of your products’ performance. If not anything, buyers would positively react to demonstrating the product of their interest. According to a report by HubSpot, 13% of marketers use case studies as one of their primary forms of media used within their content strategy.


You can collect emails from prospective buyers through the case studies and prepare an email list. It can be used to send your informative and educational newsletters to your buyers. Secondly, you have an opportunity to take marketing to a personal level. Content marketing in the manufacturing industry can help the manufacturers gain so much with the same effort. 

Moreover, case studies give the prospective buyers an insight into the performance of their products. It helps them get excited about the product. The main aim of case studies is to manifest that the buyer will be making a good choice buying the company’s product.


The manufacturing sector can really benefit a great deal from the case studies. They are all about the operations and skillful handling of their machines. If they receive positive feedback frequently, they push their limits to enhance their experience. And, this would be reflected in their case studies.

7. Brochures

Brochures are like rock-beds in the ocean of digital content. Sometimes, online content can be too overwhelming to digest. But thanks to brochures, we can take a break without taking a break from marketing. Nowadays, brochures are also found online, meaning that they can get the job done no matter what form they are available. 

However, brochures work best when your buyers are warmed up. The matter inside is critically important as it concerns your products and services. Make your brochure as attractive as you can, but keep it formal.


Some important pointers to keep in mind when you use it in your content marketing strategy for the manufacturing industry:

  • Insert timeline to show the making of your product
  • Make data easy to comprehend with compelling stats and figures
  • Use color gradient in the design of your brochure
  • Use a suitable color filter to make the elements of your marketing brochure pop up
  • Integrate images and bright color icons to highlight calls to action 
  • Reflect your company culture in your marketing brochure design
  • Put key takeaways to distill the information at the end of the brochure quickly 

Content Marketing Statistics for Manufacturers

The manufacturing sector in India is led by robust demand, increasing investment, policy support, and competitive advantage. In October 2020, the manufacturing sector recorded growth for the third consecutive month. With this, we can say that India will become a global manufacturing hub by 2030. But how was this possible? Through content marketing.


Content marketing made it possible for the manufacturers to display their efforts and dedication to the world. The manufacturing sector supports the backbone of our economy – agriculture. Therefore, with the help of digital media, the public could witness the action come alive. 

More and more manufacturers are leveraging digital content to meet their prospective buyers. With the help of content marketing strategies in the manufacturing sector, the manufacturers can study the market, get one-on-one feedback from their buyers, and minimize wastage of resources and labor.


Finally, B2B marketing strategy requires more work than B2C marketing strategies. Once you have successfully developed meaningful content, you can witness dramatic growth figures in your balance sheet. Therefore, keep inspiring your buyers by making them a part of your journey. And, they would always find a way to give it back to you, but even more. 

Key Takeaways

  • Get specific with tailor-made content strategies for different types of prospective buyers.
  • Research and find out the keywords and hashtags that will work best in your industry.
  • Don’t worry if you are falling short of new content. Repurpose the sales brochures, case studies, and blogs into new content over different platforms.
  • Rope in company experts to do guest-blogging or a video with your industry. This will uplift your brand authority and awareness by bringing new leads. 
  • Align all your content with your goals. It will help you see the bigger picture. 
  • Provide your buyers with never before insights into your operations in manufacturing. Inspire them to become your customers with powerful manufacturing content marketing. 


Content marketing in manufacturing is a task. But we have made the task easy for you. You can find all the essential elements in our blog, to begin with, your marketing. It would be enough to provide a roadmap to prepare an outline for your strategy. 

With the rise of digital platforms, there is no end to means to help us get close to our prospective buyers. If done right, your content strategy can make you a valuable partner to your buyers. 


1. How successful is content marketing in the manufacturing sector? 

Content marketing in the manufacturing sector is picking up speed. Almost 30% of marketers say that a good content strategy has been highly successful for their organization, while 61% plan to use content marketing.

2. What are some examples of companies that get content marketing right?

Electronics manufacturer Murata is an excellent example of a company that is excelling with their content marketing strategy. Tata Group is another great example. 

3. How successful is B2B content marketing?

According to a report by Recurpost, 62% of B2B firms have used content marketing, and 89% of firms have gotten positive results from their content marketing strategy. Moreover, they are planning to up their efforts to optimize their strategy as they see a lot of potential. 

4. What is content marketing? 

Content marketing is the process of ideation, planning, and sharing content online. It smoothens the buying journey by breaking down complex materials into manageable, understandable channels and formats. Manufacturing content marketing is aimed at making higher revenues through engagement and conversion.