1、PRECISION MESSAGINGFOR MANUFACTURERSHow manufacturers are planning and achieving buy-in for a more strategic,audience-centric content marketing strategy that delivers results.By Robert RoseChief Strategy Advisor|The Content Marketing Institute2PRECISION MESSAGING FOR MANUFACTURERSFOREWORDManufacturi

2、ng marketers are feeling the pressure.Customers expect personalized experiences at every touchpoint even in the B2B space.At the same time,executives expect marketing teams to be more efficient and prove ROI.To do that,you need to deliver value across the entire customer journey.And that means offer

3、ing engaging content experiences for every stage.Thats a powerful takeaway for the 82%of manufacturing marketers who say they still rely on brochures.Its time to reimagine your content marketing strategy.In the 35 years that MX has been a leader in B2B marketing,weve learned a thing or two.Atomize y

4、our content to create an omnichannel marketing experience.Put your audience first,and then measure and optimize.Meeting better yet,exceeding evolving expectations is how you make true impact.James MeyersSVP and Managing Director of Content Marketing at MX3PRECISION MESSAGING FOR MANUFACTURERSINTRODU

5、CTIONMarketing in Manufacturing:Embracing New Trends and Confronting New ChallengesThe marketing landscape in manufacturing companies is experiencing a significant change.Previously,the practice of marketing simply involved trying to create demand for the products manufactured.However,it has evolved

6、 beyond the traditional“make stuff,sell stuff”equation.Emerging trends have forced marketers in manufacturing to become much more comprehensive,focusing on the entire customer experience,not just the initial purchase.Some of these challenges include:1.The“servitization”of manufacturingManufacturers