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Making Manufacturing Content Sexy

WRITTEN by: Bethany Bebech |
categories: Content Marketing , Industrial

Jul 2014


Once I tell people that I was an English major at Ohio State University, I usually receive comments like “Oh, well you must really like to write then, huh?” or “All of this PR writing must be a breeze for you!” I have to say that, yes, I do love to write, a lot. There’s something so satisfying about being able to string together just the right words to convey your ideas and opinions to a reader. But, even after years of writing experience in everything from poetry to true crime fiction, nothing could have prepared me for my next big challenge—making manufacturing content sound sexy. With so many clients in the industrial space, this is a feat I must face on a regular basis.  So, how have I found ways to make manufacturing content more appealing to the reader?

Talk to the manufacturer.

Speaking to someone who helped to develop and/or design the equipment you’re tasked with writing about is remarkably helpful. Their passion and enthusiasm is a great way to get inspired, and it often leads to great content. Learn more about what it takes to make the product, how it will affect their company and customers and why this innovation was necessary for the industry. You never know what kind of material they’ll give you to get your wheels turning.

Look for real-life applications.

Even if the equipment itself isn’t so “sexy,” (this includes products like shipping boxes and crimping equipment—yikes!) there has to be some kind of motivation behind producing and implementing a new piece or part. A real-life application that saves companies time and money can be just as appealing to a manufacturing reader as a nice pair of heels to a 20-something girl.

Focus on innovation.

There is nothing more exciting than companies doing innovative things. By definition, innovative manufacturers are producing new and exciting products for their customers. Take that innovation and use it to your advantage. Focus your piece of content around the idea of creating something new and highlight the work and ingenuity it took on the manufacturer’s part to produce that innovative offering. As a writer, I enjoy a challenge and making manufacturing seem exciting through my writing has absolutely created that for me. How have you found ways to make manufacturing content sound thrilling? I’d love to hear your tips and tricks for taking on this challenge!

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