Steve Maurer on Emotion, Authenticity and Industrial Digital Marketing

Ed Marsh | Apr 1, 2025

Making Industrial Digital Marketing Content That Resonates with People That Make Physical Things

content-for-industrial-digital-marketing-must-be-based-on-deep-technical-experience

Can someone who showers before work (or only occasionally in a work from home world) write industrial marketing content that will resonate with people who shower after work?

I'm not sure. That's why I wanted to chat with Steve Maurer.

Our story begins with Steve upside down, under a machine, on his back in chicken drippings, trying to loosen a bearing collar at 3am. He could see the plant manager's feet as he shifted nervously back and forth next to the machine, desperately hoping Steve and his team would get it running again in time to hit the shipment deadline that loomed.

OK, that's not exactly the way it begins, although Steve experienced all of those circumstances throughout his long career as a factory maintenance tech, electrician and safety expert.

And because Steve instinctively understands that circumstance, the scuffed knuckles, and the stress of situations like that, the content that he writes for those audiences is authentic and speaks to the issues that matter to them.

That's the essence of effective content - it speaks about the real problems of the target audience, in a language and tone that resonates.

Steve and I chat at length about how people in manufacturing roles consume content and what resonates. We talk about style guides, his extensive copywriting training and credentials, video, sales enablement, and more.

Connect with Steve to explore how his unique experience and perspective might impact your industrial digital marketing content creation process.

Check out Steve's Maurer Copywriting website |   

Writing Content from the Factory Floor and the Heart - Steve Maurer on Industrial Growth Institute Episode 53

 

Show Transcript

Episode Recap

Summary

effective-industrial-digital-marketing-content-requires-personal-experience-for-effective-copywriting

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."

Outline

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

Industrial Digital Marketing is Changing

Content remains an important component of industrial marketing. Sales enablement content that Steve describes is increasingly important as buying teams expand. And traditional blog posts still play an important role in some phases of the buying journey, with certain buying team members.

But it's changing. And you have to understand those changes to thrive going forward.

For instance:

These resources will help you think differently about your marketing. 

For an overall understanding of the change, this guide lays out how industrial marketing and sales are changing, and what that means for industrial digital marketing tactics and strategy.