Science, technology, engineering and mathematics (STEM) have greater potential than most when it comes to producing inbound marketing content. Why? Because the exciting topics that they cover enable marketers to produce a plethora of content - simple or complex - that cover multiple topics.
STEM industries are renowned for designing, developing and producing innovative products or technologies – and of course, they employ very clever people!
Technical products typically have many uses, features and benefits, and can be sold to a variety of market sectors for use in a range of applications. If you break down product development, materials and application uses into bite-size pieces, you could potentially produce a library of content.
Content for STEM industries
Examples of content for STEM industries include downloads, data sheets, 3D or 4D animation, virtual reality, video, product guides, articles, user guides, applications, white papers, and much more. One product could be used to produce content on:
● How a particular product feature has helped to solve a specific industry problem
● Why certain products are ideal for specific applications or markets
● How the quality of raw materials can affect longevity and improve customer retention
● How to get the best out of a product, improve customer productivity and reduce costs
● How investing in new technology can open international doors
● How product efficiency can affect the bottom line.
You can see from this basic list that there are many ways that STEM industries can produce valuable content that is benefit focused, rather than just product focused.
The key is to really understand your customers – mostly engineers and scientists. What are they looking for? What problems do they have? What do they need to improve? How can you solve their problems?
Quality inbound marketing will:
● Bring new customers to your door
● Increase visitor numbers to your website
● Increase your website search engine rankings
● Increase brand awareness and credibility
● Build trust in your knowledge and reputation
● Position your brand as an innovator
● Help to gain industry recognition
● Give confidence to your customers
● Increase your market reach and open doors to new opportunities The opportunities to reach STEM audiences through inbound marketing are wide and varied. The key always is to know your audience – they are experts in their field and are looking for specific technical information – not pretty images or marketing jargon.
If you would like further information on marketing to technical audiences, please get in touch.
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