Many people in the manufacturing industry may be wondering “I’m interested in owned media, but I don’t know how to get started.” or “I’m not sure if blogging is effective even for BtoB companies.”
Lifestyles have changed in recent years due to the spread of the new coronavirus. As a result, not only face-to-face sales activities but also online marketing is becoming more important. This trend is expected to continue even after the end of the coronavirus.
Therefore, “owned media” is one of the main online marketing methods that many companies are already using.
Onsound media was originally generally conducted by BtoC companies for their consumers. However, it is now also effective for corporate products, as more and more purchasing managers are choosing products after gathering information online.
In this issue, we will introduce some examples of BtoB manufacturing companies’ use of owned media. Please take a look at these representative examples.
The Hubbell Blog
Hubbell Incorporated is a global manufacturer of electrical products used in diverse markets. The company maintains a blog that provides information on industry topics, product updates, customer case studies, etc.
The Cat Blog
https://www.cat.com/en_US/blog.html
Caterpillar is a global manufacturer of construction equipment, mining equipment, generators, and more. The company provides information about its products and events through blogs, newsletters, and online forums.
General Electric
https://www.ge.com/digital/blog
General Electric is a global provider of products and services in energy, aviation, healthcare, and lighting. The company maintains a blog that provides information about its products and technology.
Tesla
Tesla is a provider of products such as electric vehicles and energy storage systems. The company maintains a blog that provides product updates, energy news, and information about product events.
Ford
https://www.ultimatefordinc.com/blog/index.htm
Ford is an automotive manufacturing company that is expanding into the areas of electric vehicles and self-driving technology. Through its blog, webcasts, and podcasts, the company provides information about new products, technologies, events, and philanthropic activities.