Business Case – Content Marketing for Manufacturers | Centre d'information de POD Média

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5 juillet 2008

Business Case – Content Marketing for Manufacturers

Rockwell Automation - A global manufacturer goes way beyond promoting its products and services to explaining how it provides solutions.
Organization: $5 billion multi-national corporation

Marketing Objectives:
• To strengthen ties with customers with an integrated print and online content marketing program

Content Types:
• Print magazine
• eZines
• eNewsletter
• Comprehensive online product and service library

Results: Content-rich publications build trusted relationships with a diverse customer base by helping to solve problems and teach best practices.

Since traditional trade publication advertising has become less effective over the years, Rockwell has chosen to create its own high-quality content. Their Automation Today magazine is really customer-centric. Each issue includes namely practical how-to articles and customer success stories.
The team does a great job of content marketing online as well. Its eNewsletter is delivered bimonthly. For example, the December 2007 issue included 10 articles on a wide variety of topics, from How to protect their automation investment to Asset management. Even though the company is global, many articles feature local subjects and partners. In this way, the newsletter provides useful and interesting content to its end-users.

Conclusions

• The company has a limited marketing budget. It has chosen to focus its effort on content marketing because it accurately reflects its customer-centric focus.
• Rockwell’s success proves that manufacturing companies don’t have to live in a featured-oriented universe. As a manufacturing company, if you can help your potential customers to solve their problems, you will begin to earn their trust and show that your organization is the competent and caring partner they need.

Source: Get Content; Get Customers, Joe Pulizzi and Newt Barrett
Click here to get the entire case study (PDF format).

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	Simon Hénault B.Comm, MBA - The Client Magnet - LinkedIn Profile
	I help businesses in the production and delivery of content allowing them to be found on the Web, be perceived as experts, strengthen their clients relations and increase their revenues.