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“Breaking Bad, Manufacturing and Content Marketing have a lot in common. Seriously.”

By Kate Lee | 10/06/2014 | 10:15 PM

Freight logistics company Cerasis is forward thinking.  Despite realizing positive growth by employing traditional sales and marketing strategies, the company decided to make a change.  Two years ago Cerasis decided to move away from traditional sales and marketing and adopt a new strategy.  Through the use of digital and content marketing Cerasis has realized in new business and positive growth.

Manufacturing and content marketing

There is a great post on the Cerasis blog which discusses what Breaking Bad can show manufacturing companies about content marketing.”  The post talks about how “with few exceptions, most manufacturing companies are still in the ‘RV Lab’ days of marketing.”  These companies stick to traditional marketing – print ads, referrals, etc.  The problem with this strategy is that customers are not looking at glossy print ads, rather customers are online.  Given this, companies stuck in the “RV Lab days of marketing” struggle with getting their name out there, attracting new customers, and retaining customers.

So what is a state of the marketing strategy?  Content marketing. 

“Content marketing will help increase awareness of your brand, get more leads for your sales team and even attract fresh talent, especially millennials who live on their mobile phones and the Internet. Best of all, not many of your competitors are doing it, so the playing field is wide open and full of untapped resources.”

As the post points out, strategy is essential. A 2014 study of B2B marketers found that companies who have a documented content strategy in place are more likely to consider their efforts to be effective than companies who do not have a documented strategy in place (60 percent vs. 11 percent).

A content marketing strategy can be developed and implemented by an in-house team, or you can outsource (44 percent of B2B report that they outsource content creation).

Not only does Breaking Bad offer manufacturing companies insight into how content marketing can generate leads and grow your business, Breaking Bad also offers essential business lessons.

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About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.



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