Most manufacturers don’t realize it, but your next high-performing piece of content probably isn’t sitting in a marketing calendar—it’s in a conversation waiting to happen.
It might be something your operator said while troubleshooting a die. Or a quality inspector explaining a process during a customer tour. Maybe it’s a sourcing manager who keeps asking the same question before every PO.
This is the good stuff. The stuff buyers actually care about. The trick is recognizing it, capturing it, and translating it into content that helps you get found, builds trust, and shortens your sales cycle.
Start by Listening to Your Team
Some of your company’s best insights are on the shop floor—but they’re rarely in a Google Doc.
If you're a precision stamper, cable manufacturer, or custom molder, your operators and quality techs are solving real problems every day. They're spotting burrs, making adjustments, catching nonconforming material, and running root cause analyses.
Start talking to them.
Ask:
- “What’s something customers don’t understand about your job?”
- “What do you wish engineers knew when they send us drawings?”
- “What’s a small thing we do that makes a big difference in quality?”
These conversations can spark articles, FAQs, videos, and even social posts that show off your people—and your process.
And bonus: your team gets recognized as the experts they are.
Capture Customer Questions While They’re Fresh
Your customers are already feeding you content ideas—they just don’t realize it.
Every time a buyer asks, “Can you form this without cracking?” or “How tight can you hold that tolerance?”—you’re being handed a blog topic.
Instead of answering once and moving on, treat it like a pattern. If it’s a question you’ve heard more than twice, it’s probably something buyers are Googling.
Turn it into:
- A blog post
- An FAQ
- A quick video
- A downloadable guide
Even better: show how your team solves the problem, not just what the spec says.
Buyers want confidence. Give them proof.
Feature Your Floor Leaders in Short-Form Video
Want a fast way to build trust and stand out from the noise? Put your people on camera.
Short videos of your team explaining how you do things—whether it’s how you inspect parts, maintain dies, or reduce waste using LEAN—are content gold.
It doesn’t have to be fancy. A 30-second clip of your quality lead saying,
“Here’s how we double check burst strength on every lot before it ships”
…is more valuable than a $10k promo video full of stock footage and buzzwords.
Buyers want to know who they’re working with. Show them.
From Conversations to Conversions
The future of manufacturing marketing isn’t about making noise. It’s about making your expertise visible in ways that customers can find, understand, and trust.
You don’t have to invent content from scratch. Just start listening.
Ask better questions. Capture what your team knows. Package it with clarity. And publish it where your buyers are already looking.
Your floor is talking. Your customers are asking.
Let’s make sure your content is answering.
Want help turning real conversations into web traffic?
Schedule a discovery session with The Right Horse.
We help manufacturers create content that starts on the floor—and ends in the funnel.
