How does the content marketing of industrial products break the bottleneck?

With the growing influence of social media, particularly through platforms like WeChat Official Accounts, content marketing has become increasingly popular among industrial product companies. Many leading firms have even made it a central part of their brand strategy. However, according to Zhang Dongli, a brand marketing consultant, industrial companies often face several common challenges in their content marketing efforts. If not properly addressed, these issues can significantly hinder the effectiveness of their campaigns. One major issue is that the content produced by industrial companies often fails to connect with the market and customers. It lacks real value and fails to engage readers meaningfully. Instead of providing useful insights or solutions, many posts are filled with generic greetings during holidays or internal updates about company events, such as sports days or staff meetings—content that is irrelevant to the audience. Another problem is that the content is usually created by the marketing department alone, which limits both the volume and diversity of materials. Marketing teams are often overburdened, struggling to keep up with the demand for regular posts on platforms like WeChat. This leads to inconsistent quality, with many pieces being superficial or lacking depth. Even when teams have the resources, they may lack direct contact with sales, customers, or technical departments, resulting in content that doesn’t reflect real customer needs or business challenges. Additionally, the structure and quality of content vary widely. Without proper training or guidelines, writers tend to rely on personal style rather than aligning with the company’s brand voice or strategic goals. This inconsistency can damage the brand's image and reduce the overall impact of the content. Many industrial companies also use overly technical language, making their content inaccessible to non-experts. While some information is necessary, it should be presented in a way that resonates with the reader, not just for internal use or academic purposes. This approach limits the reach and relevance of the content. Finally, the distribution channels are often too limited. Content is only published on websites or WeChat accounts, missing out on other valuable platforms like industry magazines, B2B marketplaces, blogs, or social media channels. Diversifying distribution is essential to maximize reach and engagement. To address these challenges, Zhang Dongli recommends several strategies. First, top management must support full participation across departments, forming cross-functional writing teams. Second, all content should be market- and business-focused, ensuring it provides real value to the audience. Third, ongoing professional training in content marketing and writing skills is crucial to build a capable and consistent team. By implementing these measures, industrial companies can enhance the quality, relevance, and impact of their content marketing efforts, ultimately driving better business results. (Zhang Dongli is an expert in industrial product brand marketing, author of “20 Industrial Brands Marketing” and “How to Make Brands for Industrial Products Companies.” He helps Chinese industrial companies succeed in brand marketing. Contact: Email: [email protected]; WeChat: b2b_brand_marketing)

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