Content strategy for manufacturers
Your factory floor is fascinating. To almost everyone but you.
People love watching things get made. Manufacturers who show it earn trust from buyers, recruits and distributors at once.
Sound familiar?
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B2B buyers want proof, not brochures
A spec sheet tells them what you make. It doesn’t tell them why to trust you over the overseas option.
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Hiring is hard
Skilled people want to see where they’d work. Most plants are invisible online.
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Nobody tells your story
Decades of know-how live in people who will retire before anyone films them.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
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01
How it’s made
One process, start to finish, narrated by the person who runs it. Simple, watchable, and it sells.
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02
The expert on the floor
The machinist or engineer who can explain tolerances like a sports commentator. Put a camera on them.
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03
Quality you can see
Show the checks, the rejects and the standard. It answers the buyer’s biggest question before they ask it.
I did it for my own business first.
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298M+
Organic YouTube views across two channels
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424K
Subscribers on the main channel
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1,663
Videos published
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$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
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01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
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02
Roadmap
You get written actionables: what to make, who should make it, and how often.
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03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
Our buyers are a small group of companies. Why do we need reach?
Reach isn’t the only goal. The right fifty buyers watching you every month is worth more than a trade show booth. And content recruits.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your plant should be filming.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit