Industrial Content Marketing Can't Fake a Genuine Industrial Connection if It's Going to Resonate - Steve Maurer in Episode 53 of the Industrial Growth Institute Podcast
Summary
In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Steve Maurer, an industrial content marketing copywriter with a rich background in maintenance and safety.
They discuss the evolution of content marketing in the industrial sector, the importance of understanding the buyer's journey, and how to effectively communicate emotional benefits to potential customers.
Steve shares insights on:
- aligning content with the buyer's journey
- the shift from print to digital content
- the challenges of writing case studies and white papers
- the need for a human touch in industrial marketing
- the importance of listening to the target market.
In this conversation, Steve Maurer shares insights on the challenges faced by marketing teams in industrial sectors, the evolution of content length for SEO, and the importance of understanding audience needs. He discusses the role of AI in content creation, effective interviewing techniques for extracting valuable information, and the significance of emotional connection in marketing.
Maurer also emphasizes the need for a structured review process and the value of adjacent content in engaging potential customers. He concludes with recommendations for aspiring copywriters and the importance of strategic content planning.
Takeaways
- Steve's first career was on factory floors before he transitioned from maintenance to content marketing.
- Understanding the buyer's journey is crucial for effective marketing.
- Emotional benefits are key in B2B marketing.
- Content must align with the buyer's journey for success.
- Digital content is replacing traditional print materials.
- Companies need to understand their target market's needs.
- Style guides help maintain consistent messaging.
- Video content is increasingly important in marketing.
- Case studies should focus on the customer as the hero. Marketing teams often struggle with resource limitations.
- Longer blog posts are now essential for effective SEO.
- Understanding your audience's emotional needs is crucial.
- AI can significantly enhance the research process for writers.
- Effective interviewing can uncover valuable tacit knowledge.
- A structured review process can streamline content approval.
- Writing should engage the audience on a conversational level.
- Adjacent content can attract potential customers beyond direct product marketing.
- Reading widely can improve copywriting skills.
Takeaway Quotes from Steve Maurer
- "Ask the so what question."
- "Don't make me think, show me."
- "Listen to your market and they will tell you."
- "I want to have a conversation with you, even if it's on paper."
Check out Steve's Maurer Copywriting website.
LinkedIn: Lew Weiss and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @EdMarsh
Chapters
00:00 Introduction to Industrial Growth and Content Marketing 03:02 Steve Maurer's Journey from Maintenance to Marketing 06:02 Understanding the Buyer’s Journey in Industrial Marketing 09:13 The Importance of Emotional Benefits in B2B Marketing 12:01 Aligning Content with the Buyer’s Journey 14:59 Lead Generation and Nurturing Processes 20:50 Finding Information in the Digital Age 26:57 Creating Effective Style Guides 29:46 Types of Content in Industrial Marketing 33:11 Challenges in Writing Case Studies and White Papers 38:54 Marketing Team Challenges and Resource Limitations 42:45 The Evolution of Blog Post Length and SEO 47:26 Navigating Client Expectations and Content Voice 49:34 The Art of Interviewing for Tacit Knowledge 52:29 AI's Role in Content Creation and Research 01:00:58 Writing for Audience Engagement and Emotional Connection 01:09:02 Recommended Resources for Aspiring Copywriters 01:12:56 The Importance of Adjacent Content in Marketing 01:15:22 Final Thoughts on Industrial Content Strategy© 2025 iHeartMedia, Inc.
