Using content marketing in manufacturing organizations in North America is booming year over year, with 86% of this kind of organizations already use content marketing. 46% of them still in the young/first steps of content marketing maturity, while 30% are in the adolescent phase, and 22% are in the mature/sophisticated phase. Read more and gain more insights into the use of content marketing in North America in 2018 especially in for-profit manufacturing organizations.

Content Marketing Commitment & Overall Success

• More than half of the manufacturing organizations in North America (51%) are somewhat committed to content marketing, compared to 38% who are extremely/very committed.
• The vast majority of manufacturing organizations in North America (55%) still in the moderate level of success, while only 14% are very or extremely successful.
• Building audiences is the main focus for 77% of manufacturing organizations in North America in 2018, followed by the focus on creativity and craft in content creation and production
• (612%).

Content Marketing Strategy & Technologies

• 47% of manufacturing organizations in North America have a non-documented content marketing strategy, compared to 19% who have a documented one.
• Analytics tools are the most used in terms of managing the content marketing efforts, followed far by email marketing technology and content management system.

A Pie Chart Shows the Percentage of Manufacturing Marketers in North America Who Have a Content Marketing Strategy in 2018

Content Creation & Distribution

• When asked how well content-creation projects flow within the manufacturing organizations in North America, 20% of respondents rated the flow as excellent or very good; 31% rated it as good, and 49% rated it as fair or poor.
• Social media posts – excluding videos (92%), videos (80%) and illustrations/photos (69%) are the most used types of content for manufacturing marketers.
• In the other side, videos (52%) then social media posts (43%) and illustrations/photos (39%) are the most effective types of content.
• In terms of distributing content for content marketing purposes, emails (95%), and social media platforms (93%) are the most used formats, followed far by blogs (62%).
• Emails (e.g., newsletters, welcome emails) are the most effective formats of content manufacturing marketers use for content marketing purposes with a rate of 75%.
• Concerning the use of social media platforms in content marketing, LinkedIn is the most used and most effective platform, followed by Facebook in usage and YouTube in terms of effectiveness.

A Figure Shows the Top Social Media Platforms Manufacturing Marketers in North America Use for Content Marketing Purposes in 2018

Methodology:

Data were driven from 2,190 respondents who indicated that they work in for-profit manufacturing organizations in North America. The survey was conducted during June and July 2017.