Around the world, the manufacturing industry is transforming due to a variety of factors, including increasing competition, growing geopolitical risk, and the challenges of attracting and retaining the right talent. Perhaps the biggest drivers of change of all, however, are advances in technology. New technologies are helping to make today’s factories faster, safer, and more efficient places capable of producing more with less.

Consider the impact that the Internet of Things (IoT) is having as an example. By attaching sensors to everything from machines and assembly lines to individual products, today’s manufacturers are able to collect vast quantities of data that they can use to their advantage. For instance, they can detect when machines aren’t operating properly and repair them before they break down, saving time and money. And, since it gives them a holistic view of what’s happening on the factory floor, some companies are using the IoT to optimize their production while eliminating waste.

It’s the manufacturers who embrace technologies like these who are getting ahead, differentiating themselves in the market, and positioning themselves for long-term success.

Beyond the Factory Floor: Bringing Technology to Your Content

As impressive as what technology can do for today’s manufacturers is from both an operational and a logistical perspective, the value that it can provide doesn’t stop there. It also has an important role to play in the content that they produce.

And, for many manufacturers, that’s an area where they can use some help. We know because earlier this year we published an edition of our Global Content Impact Index that was focused specifically on the manufacturing industry. You can read all about what we discovered by downloading the full report, but here are some of the highlights:

  • Only 32.0 percent of manufacturing companies are publishing content that meets our minimum threshold for content quality.
  • Only 25.6 percent of manufacturing companies are publishing consistent content.
  • Only 2.3 percent of manufacturing companies are publishing content that’s both high quality and consistent.

Further validating these findings is data from a 2016 report from Content Marketing Institute and MarketingProfs, which found that despite the fact that 81 percent of manufacturing marketers use content marketing, only 18 percent believe that they are effective at it. Interestingly, the same report finds that only 18 percent of those manufacturers have a documented content strategy.

In our view, manufacturers need to take the same approach to content as they are to just about everything else that they’re doing. First off, that means being strategic. Having and following a documented strategy is the most important step to successful content marketing because it helps ensure that your content can be created and distributed with very specific targets in mind. Plus, reviewing your progress and results against your strategy is an effective way of determining what’s working and what hasn’t, so that you can pivot as needed to guarantee your long-term success.

In addition, manufacturers should also be embracing the right technology to help them with their content. With a content optimization platform such as Acrolinx, for example, it’s easier to create amazing content that’s high quality and consistent at scale. And, since having great content is no longer a nice to have, but rather a business imperative, that’s essential.

The Future Is Technology

If you’re in the manufacturing industry, you’ve probably seen a lot of changes over the years. While technology is a driving force behind many of those changes, it’s up to you to ensure that it’s not just the factories that reap the benefits. Content creators across your organization can also take advantage of technologies such as content optimization software to make their jobs faster and easier, while at the same time giving their customers content that actually resonates with them and delivers meaningful outcomes.