Content Marketing for Logistics and Supply Chain CompaniesWhy Supply Chain and Logistics Content Marketing is Vital for Business
Prior to my life as a writer and content marketer, I worked as a logistics analyst and supply chain consultant for industry giants like Kraft Heinz, US Foods, and Genpact, to name a few. Before that I was a freight broker for Schneider Transportation Management, where I “slung freight” and learned the ins-and-outs of the freight industry.
Though I’ve always had an eye for logistics (I loved watching the freight trains move in and out of the Cicero Intermodal Hub when I was a kid), I ultimately decided to pursue my earliest aspirations of becoming a writer.
Far from me to let that valuable experience simmer, unused and undervalued, I now share my logistics expertise with supply chain industry clients in need of content marketing, and blogging services.
Why Supply Chain and Logistics Brands Need Content Marketing
I say this a lot, but it bears repeating. It doesn't matter if you sell marmalade or muskets, every business needs content marketing. That statement is especially true of brands in the logistics, warehousing and supply chain industries.
Consumers Use Content to Make Purchasing Decisions
The primary reason logistics and supply chain brands needs content marketing is because 97% of consumers use online media to research different products before they make a purchase. But what they are really doing is judging whether or not to buy from you based on the kind of content you publish.
Fortunately, 95% of B2B buyers consider vendor-related content as trustworthy. Why? Because content marketing is designed to build credibility and trust with the target audience. That’s why 71% B2B consumers read an organization’s blog before they buy, and 47% of buyers consume 3 to 5 pieces of content before they convert.
Content Marketing is More Effective Than Traditional Marketing
With the evolution of digital marketing, and the influence of social media, traditional marketing tactics aren’t as effective as they used to be. Sure, you can purchase ad space in industry publications, but a print ad can’t generate an email list, nor will it boost brand awareness like a content marketing campaign aimed at your target audience.
B2B marketers also note that content marketing enables them to build loyal relationships with existing clients (63%), generate revenue/sales (53%) and build their subscribed audiences (45%).
Your Competitors Are Doing It
Rest assured, if you’re not producing content to attract prospects and retain customers, your competitors are. Why? Because content marketing works. That’s why brands who employ content marketers experience 7.8 times more site traffic than their competitors. If you don’t believe me, I challenge you to go to your main competitors website right now, and read their blog.
If they post content like the blog posts featured below, then your competitors are capitalizing on your audience, and taking your place in the search results.
It sounds harsh, but it’s the truth. When compared, brands who adopt content marketing have conversion rates that are nearly six times higher than their competitors. That’s because content marketing not only helps a company become more than just another business to their customers, it makes them a valuable resource for everything related to their industry.
How Content Marketing Makes Your Business Better
The number one reason content marketing is so effective (and makes your business better) is because it appeals to the needs of your audience by answering their questions; addressing their concerns, and providing information that they can use and trust. That’s why the best content marketers put the needs of their audience over their sales messaging.
Content Marketing Proves that Your Brand is More Than Just a Service
Recognizing that your business has more to offer than you primary service is at the core of what content marketing is all about. Like any decent person, your brand needs to be about more than just yourself.
Instead of thinking of your business as a service offering, think of it as a talented team of professionals with a tremendous aggregate of experience, expertise, and perspectives to offer your customers.
By doing so you offer your audience far more than a simple product or service: You offer them knowledge, value and trust. The more value you provide, the more likely your audience will be to convert and build a lasting relationship.
Content Marketing Helps You Share Your Brand Story
Content marketing strategies may change from industry to industry but, at the end of the day, content marketing is like developing the story of you. It’s the big ideas that you represent. It’s the differentiated experiences you create, and it’s what you REALLY do for a living.
Content Marketing Presents Your Business as the Solution
For better or worse, content marketing is who you are, and how you choose to share yourself with the world, but it’s also how you present your business as the solution to the problems that plague your audience, and your industry.
As I’ve already pointed out, when consumers go online they are looking for information about a subject, and seeking answers to their questions. Content marketing enables you to anticipate these questions, address their pain points, and position your brand as the solution to their problems.
Transportation and Logistics Content Marketing and Blogging Services Case Study: OnDemand Warehousing Client
Supply Chain Client A is an OnDemand Warehousing and Third Party Logistics Provider, offering an easy way to store, manage and fulfill your inventory from just about anywhere in the country.
Despite nearly a decade of positive growth, the company knew it was missing opportunities for new business because of its lack of a clear digital strategy. That’s why they hired me. Together we created and implemented a multi-channel content marketing program designed to increase the company’s digital footprint and accelerate growth.
Leveraging extensive market research, I was able to help the client refine the company’s messaging and content distribution to better engage potential customers.
We then implemented the customized content marketing strategy to help the Supply Chain Client A fully leverage its web presence to bring about new business. In a 24-month period, Supply Chain Client A realized significant gains in web traffic, quality leads, and brand awareness.
Effective content marketing comes from research, expertise and practice. It’s not enough to be accurate, you also need to be informative, and write in a way that compels your audience to buy, share and engage.
If you want your logistics firm or supply chain business to rank higher in the SERP, and in the minds of your customers, then you need to be more than a service: You need to be the solution. I can help you do that. Contact me to get started on your logistics and supply chain content marketing strategy today.