Industrial marketing for capital equipment makers
This is the speciality of the house. A machine with a six-figure ticket and a 6 to 12 month cycle is not sold with a campaign: it is sold by being the reference the technical office reads while it writes the specification.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The order gets decided in a technical office you never get to visit.
Four or five suppliers make the shortlist and the list closes before anyone calls you.
The catalogue explains the machine but never the problem the machine removes.
One trade fair a year is the whole commercial calendar.
Every sale is an investment decision, so a single missing figure stops it dead.
Machines that get specified a year before they get bought.
Capital equipment is bought by committee and specified by one engineer. The content therefore has two jobs at once: give the engineer the tolerances, standards, footprint and integration detail they need to write you into the specification, and give the finance side the payback arithmetic they need to sign. One document that only does one of the two loses the order in the other room.
How it runs
A pillar page per machine family
Specification tables, standards, footprint and integration. The page the technical office keeps open in a tab.
Application content, not product content
Written by process and by material, because that is how the search gets typed before anyone knows your brand name.
Documented installs
One case per quarter with real production figures, approved by the customer. The argument the committee repeats internally.
Payback arithmetic in writing
What the machine saves per shift, per year, per line. Plainly, with the assumptions stated.
Trade press between fairs
A monthly article so the plant exists the other 362 days.
Every service
Content & SEO
Rank where the RFQ gets written.
Newsletter & CRM
The quote you sent and nobody chased.
Social
RFQs from social. Never likes.
PR & Media
Get quoted in the media your buyer already reads.
Branded & Cases
The install that already works, documented so it sells the next one.
Strategy & Data
Cost per signed order. The only number the board looks at.
Questions
We sell three machines a year. Does content marketing make sense?
That is exactly when it makes most sense. With few, large orders, one extra RFQ a quarter changes the year, and the cost per signed order is what tells you whether it worked.
Our buyer is not on Google, they are at the fair.
They are at both, and they were on Google first. The industrial cycle starts with a search months before the fair confirms a supplier the buyer already knew about.
The specification is written by an engineering firm, not by the end customer.
Then the engineering firm is the audience. The content targets whoever writes the tolerance, whether that is inside the plant or in an external technical office.
Do you understand our technology?
Not on day one. We interview your engineering, write, and your engineering signs it off before publication. That is why nothing goes out without a figure behind it.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.