The newly published report explores a host of digital marketing approaches that can empower businesses in the manufacturing sector to stand out in the competitive online marketplace by leveraging their technical expertise.

More information is available at

In its latest report, Behind the Work points to whitepapers and video tutorials as powerful tools that can position manufacturers as leaders in their field to attract customers. By showing off their technical knowledge and experience, companies can communicate the benefits of their products to prospective buyers properly and entice customers to buy, while differentiating themselves from pushy, overly salesy competitors.

According to the report, whitepapers and video tutorials help manufacturers establish a solid online presence and build a sense of authority. Whitepapers are long-form reports that provide solutions or data, without the overt intention of selling anything to the reader. They identify and categorize the customer’s problems, and propose a solution with research and statistics to support it.

Video tutorials, on the other hand, are useful tools for manufacturers who want to show functionality, actual material quality, and processing methods. It’s a visual medium that convinces 77% of leads to buy. Videos are more difficult to create, so not many manufacturers make them. Those who do, however, note an increase in their revenue.

Behind the Work also notes that manufacturers should identify and express to customers what value they bring to the table, especially since they target a niche audience. They also need to create content that is not too technical but still detailed because even though their audience might have some exposure to the specific terms used in the field, they might not know the exact jargon used by manufacturing professionals.

It is also important to track the buyer’s journey and understand where the manufacturer’s leads are coming from, the expert notes. Behind the Work helps clients identify the most common touchpoints during a campaign to position PPC ads strategically and further enhance a company’s reach.

“Not only is a digital marketing strategy essential, but marketing for manufacturers must include technical expertise to improve their bottom line,” a spokesperson said.

Behind the Work offers strategy consulting, creative services, SEO services, digital paid advertising, and content marketing solutions.

More information is available at

Behind the Work
[email protected]

2130 Elmwood Ave.

United States

comtex tracking


Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Prestige Standard  journalist was involved in the writing and production of this article.

News Reporter