Marketing’s Ultimate Power Couple: Content + Tech

Bob Sperber, Editor, Branded Content

As media channels evolve with technology, manufacturing experts have changed the way they consume and engage with media content. This affects the way they stay informed, research, and make purchases. As marketing technology and content delivery methods evolve, marketers must adapt to keep pace with the evolution of digital media platforms.

Managing all the moving parts of a marketing plan, from goal setting to audience targeting, content production, campaign deployment, media selections, measurement, and continual optimization, campaign after campaign, can be daunting.

There are many paths to creating a marketing plan, and many potential partners with viewpoints that may scale differently but share similar goals for their clients. One agency, Market Veep, details a six-step process for developing a B2B manufacturing marketing strategy involving:

• Market research to understand your audience
  
  
• SEO to boost online visibility
  
  
• Website optimization to enhance user experience and conversion
  
  
• Industry-focused content for audience engagement
  
  
• Social media presence for brand engagement
  
  
• Video marketing to improve engagement
  
  

Pertinent overviews from other agencies include Walker Sands’ 6 Tips for Effective B2B Media Planning, Elevation Marketing’s Comprehensive Guide to Strategic Media Planning for B2B, and Cyberclick’s Effective Media Planning Strategies for Marketers. All are current and all stress similar points that lead to the conclusion that marketing content and technology are increasingly inextricable.

Media and messaging converge

At Manufacturing by Informa (the new name for Informa Markets – Engineering), we share many of the same practices you do in reaching and engaging our audiences (digitally and at our trade shows). At the same time, we also offer marketing solutions that foster relationships between manufacturing experts and marketing professionals like you.

Also, like you, we optimize and adapt to the times by using the latest marketing technology and content production and deployment strategies available. In doing so, we’ve noticed that the line between marketing content and technology becomes thinner each year.

Actually, that line is seemingly vanishing day by day. For example, targeting, analytics, and optimization are key to the success of the content, whether editorial or sponsored, that we produce and deploy. These, in turn, rely on database best practices, email segmentation, and other foundational technologies to keep current with our audiences. For some of the latest solutions, such as audience extension and trade show geofencing, the line between the content and its delivery mechanism is so paper-thin that the medium itself is part of the message.

Your use of such solutions, whether part of a quarterly campaign or fixture in your annual plan, can be used to turn target audience members into customers. If you’re looking for what’s new and what’s next, download a 2026 Marketing + Advertising Planner by clicking on the icon(s) below.