Tag Archives: MHArticles

How to write materials handling articles: 10 Tips

Learning how to write materials handling articles that are well-written to effectively attract warm leads in your target market is not easy.  The following 10 tiphow to write materials handling articless will help:

How to write materials handling articles: 10 Tips:


1. Word count: The number of words in one article/blog should fall in the range of 500-750 for short pieces and 1000 to 1500 words for longer pieces. These are general rules. Write longer if the topic merits it and the information flows naturally. Long posts do well if their content is segmented with subheads (titles that break up the text) or easy-to-follow bullet points. You can also use list formats to make them bite sized. The reality is, most online readers will not read more than 10 to 15 paragraphs in a session.

For SEO, longer posts do well if they cover a topic comprehensively.

2. Write compelling, yet descriptive headlines and subheads: Writers often get too creative with the headline of their piece. Good titles should: 1) Compel a reader to read the piece, 2) Briefly describe what the article is about, and 3) Support search engine optimization efforts. A site that does that well is warehouseiq.com which provides warehouse and forklift resources techniques and training. It also provide useful resources such as forklift manuals.

Google looks for search keywords in headlines and gives them weight. If your article is about superior racking designs for warehouse optimization then the headline should read something like “How to optimize your warehouse using rack designs you haven’t considered”, and not “Rack-o-rama!”.

3. Be concise and descriptive: Be concise with your language. Explain everything, but the absolute basics. (No need to explain what a “lift truck” is, but you should explain what “cantilever rack” is.) Write for people who have just come to the business. Don’t assume your audience is full of experts. Even seasoned professionals will forgive you for over-simplification.

A clear concise article will reinforce what they already know, as well as introduce new information and ideas. And that gives value to all readers regardless of their level of expertise. A good rule of thumb is to write for a Grade 9 level of knowledge and understanding.

4. Avoid buzzwords: Marketers are notorious for inventing words or concepts that don’t serve the reader. A great example: “WarehousXPro9 is a forklift management solution” versus the more accurate “WarehousXPro9 is a forklift management web-based software package”.

What’s a solution? It’s the answer to a problem. That is a great message to convey in sales copy. However, it’s an over-used term and has become cliché. If you say something is a “solution” and don’t explain what it is, the reader can’t visualize it.

Better yet to say: “WarehousXPro9 is a sophisticated, yet easy to use software product.” You would go on to say: It is installed on a company’s server and can be accessed by any web-enabled device. Warehouse professionals can use a tablet or smartphone to access a series of visual dashboards that show data about a warehouse and allows them to manage the operation more efficiently.“

Bottom line here: If in doubt say more. Don’t be afraid to explain a concept so you leave the reader with a greater understanding of what’s being said.

5. Get to the point early: Don’t waste your time with long and winding introductions. If you are introducing a topic in a creative way connect it to the key point you are trying to make in the article quickly. If you go on too long you risk losing your reader.

A good introductory paragraph (in journalism it is a called a “lead”) can be an effective tool to engage the reader. It’s an on-ramp to the central point of the piece not a country road that gets you there eventually.

If you are not hitting the focus of your article by paragraph 3 or so, re-work the piece.

6. Don’t be“salesy”: It’s okay to plug your company but do it discreetly. If you write too much about why your company is great and why your products are awesome your reader will be put off. They may feel clubbed over the head. No one likes to be sold to.

Serve the reader first. The article should leave them feeling that they got value for taking the time to read what you had to say and they will come back for more the next time.

7. Demonstrate, don’t tell: Show the reader why something is true. Don’t tell them. Why would they believe the latest lift truck is “amazing”, just because you say so? Describe the new lift truck and its features and benefits, and let them draw their own conclusions.

8. Write with intention: Ask yourself the questions: Why would someone read this article/blog? Are you engaging with your intended audience? Is what you’re writing informative and helpful? Is your writing in line with the long-term strategy that expresses that you and your brand are topic experts?

People buy from experts, not sales people. Actually, they buy from experts that sell. Why? Because experts are trustworthy, helpful and useful.

9. Do more of what works, and less of what doesn’t: Writing content for a brand is strategic. It is about gaining a following, earning trust and respect and driving sales for your company as a byproduct.

How do you know if you are doing that? Measure engagement and outcomes. How many people read your articles? Which ones did well? Which ones didn’t?

If an article gets good traction and is well read (we use web analytics tools to track and understand this) write similar pieces in future because clearly there is a demand for the content. Use the free tools at http://google.com/analytics.

10. Take yourself out of the equation: Don’t write what you want to write. Write for your audience first and then bring it back to what you want to write about, or have the expertise in. Provide value to the reader. Put yourself in their shoes and ask why would I read this article or blog post?

Get more valuable information about content and digital marketing. Order a free 60-page book called: Digital Marketing Secrets for companies in Materials Handling.  With your physical copy you’ll also get a PDF version you can use right away. For your free book, CLICK HERE…


How to write online articles for materials handling

To create content that will attract a sector in the Materials Handling industry that you are trying to target, it’s important to consider what those people need. What are their “pain points”, or consistent concerns/issues/problems that relate to your business; The problems that only you can solve? What expertise could you offer to solve what is missing for people in your target market?

How to write online articles for materials handling
The Learn library at RaymondHandling.com has a gallery of professionally written blogs and articles for warehouse manager.

How to write online articles for materials handling:

It’s not hard to figure this out. Ask your sales force, the people who are closest to the people you want to sell to. It’s likely they know better than anyone what those customers are dealing with on a daily basis. These are the issues you want to help them solve. These are the issues you want to produce content about.

You can also do something as simple as ask them. Use things like surveys with giveaways for their efforts. The more you know, the more understanding you gain about the content you need to create, to help you attract the right demographic

Once you know what content to generate, brainstorm a running list and keep adding to it. By evaluating how effective the articles are, you will be able to continue to tweak your strategy.

Appointing a competent content writer

Producing great content is often a team effort. Unless you happen to be a great visionary, writer, editor and web developer all rolled into one. In all cases, there are two methods of execution:

Option 1: Appoint a qualified and knowledgeable team member with great copywriting skills to write and post the content.


Option 2: Hire a marketing agency or freelance writer to learn your business, work with your internal experts, and generate the content for you.

Option 1 is great if you don’t have the funds to spend on hiring someone to produce articles for you. However, it involves an investment in time, sometimes a lot of time. And it’s likely that if your staff are great at Materials Handling they may not be great content writers. (Unless, they have a degree in journalism or a particular natural talent for writing.)

The person who you appoint to generate your company’s web content needs to be able to write effectively. If you create a bunch of content but it’s not well put together, contains spelling errors, or is badly structured, it will damage your brand.

If you decide to go with Option 2 and hire a marketing agency or freelance writer, you are equipping qualified professionals to do the work. It often saves a company more money to hire a qualified team than to train someone and manage the process internally.

If you hire professionals, you won’t have to worry about the work getting done properly and promptly. The content creation process takes care of itself.

If you do decide to hire an agency or writer, you need to understand that they charge by the word or by the piece. A professional agency will charge anywhere from .50 cents to $2 per word. This amounts to $250 to $2,000 per article. This depends on that article’s length and quality.

It’s often worth the expense. A good article can convince hundreds of people that your company is an expert. Think of it this way: If it’s read 1000 times in a year and produces 100 queries and 10 sales, it was worth the investment.

To learn more about content marketing and using digital tactics to turn your business into a warm lead generator, order a free copy of the 60-page book: Digital Marketing Secrets for companies in the Materials Handling Industry.  You’ll also get a free PDF ebook version. CLICK this button to order your book now:


Materials handling web sites: Best practices

Why is a strategically designed content-rich web site critical to your success in the Materials Handling industry?

Materials handling web sites: Best practices
Visit RaymondHandling.com to view a great example of an expert content-centric web site in the Materials Handling industry.


There are a number of reasons why a content-rich site is more effective at generating sales leads and driving web traffic to your site than a fancy looking brochure site with limited content. Here they are in no order of importance:

  1. A content-rich site establishes your brand as an expert in the industry. Your site becomes a go-to resource that people in your target market flock to and visit on a regular basis.
  2. You can repurpose the content you generate for your site on social media, as giveaways in emails, or, you can turn it into print materials for direct marketing and sales use.
  3. You can give your content away to other publications and web authorities so you can generate more leads from the people they reach.
  4. You can optimize all your pages with content for search engines, to increase your chances of getting found by qualified buyers.
  5. If you generate the content yourself, and learn how to do it effectively (we’ll teach you how in this guide), it won’t cost you much. However, guidance from content professionals will help you produce effective content faster and with greater impact.

How to build a content-rich site

It’s fairly simple to build a content-rich site. The first step is to add a content library to your current web site. This is a section of your web site where you post informative and helpful content that attracts leads in your target market.

Content can take the form of:

  • Industry-related articles
  • Blog posts written by your industry experts
  • FAQ articles that answer the most frequently asked questions posed by people in your target market
  • Video clips and tutorials
  • Calculators
  • Surveys and assessments
  • Online courses
  • Infographics, which are visual ways of displaying information using images
  • EBooks
  • Industry reports or white papers

New content should be posted a minimum of once per week and more frequently where possible (for faster results). It’s important to remember that search engines reward sites that post high quality, useful content on a regular basis.

It’s also important to refresh the content on multiple pages on the web site, not just in the content library. For example, content on the homepage should be updated by adding new features like sliders, capture boxes and links to new pages on a regular basis. Refresh your content to show it is live and engaging.

To learn more, order a free copy of the 60-page book: Digital Marketing Secrets for companies in Materials Handling. You will also get a free PDF version of the book that you can use right away. CLICK the button below to order yours now:


Materials handling and content marketing


Materials handling and content marketing

Content marketing is a marketing process that involves generating and distributing valuable content to a specific audience. The goal is to attract and engage the intended demographic with the objective of driving profitable customer action.

This form of marketing takes into account the long-standing sales approach that customers only buy from companies they trust. That trust is quickly established when a company becomes an expert — a resource for its market — and is able to solve the problems of people seeking solutions.

Thinking like a content marketer

If you shift the focus from: “how can I sell more?” to “how can I be of assistance to people in my target market?” selling products and services becomes a natural, seamless process that involves minimal sales effort.

When your company is an expert in your industry, potential business will naturally come to you. The expertise you demonstrate through content marketing removes or weakens the resistance toward a sales come-on.

It’s important to show them your expertise every time they look for a solution to a problem. That will have them come to you for many things, not just when they need to buy something you provide. A content marketing approach allows you to change your business’ overall brand conversation and establish that you are more than just another corporation selling widgets or services.

You step away from solely being the provider of a product. You become the ultimate resource.

Materials handling and content marketing

A brief explanation of a content marketing approach

Think of it this way, a warehouse manager needs to buy more rack for his warehouse. You could be one of two things for that potential customer:

Option 1: You’re the company he chooses to buy from among a selection of similar racking companies. He comes to you when he needs rack. And only when he needs rack. He chooses to buy rack from your company because his company has purchased from you before.

Option 2: You’re the company he chooses because your brand is cooler than everyone else’s. He visits your web site often because it’s a refreshing experience. When he comes to your site it’s not just all pictures of rack and prices. He sees the faces of sales and service people he actually knows and innately he feels a connection.

He found your site from a Google search when he was looking for racking design support. And he has returned to your site many times because you helped him solve his problems – even if he has never purchased from you before.

When it comes to buying rack, he doesn’t even consider any other providers. Even though your rack is a bit more expensive, he’ll get so much more from you than he will from the competition.

Good news is, you get to choose which kind of company you want to be. And If that’s Option 2 you’ll need to learn how to create your company as an industry expert.

Read more on digital marketing for the Materials Handling industry. Order a free 60-page book. You’ll also receive a PDF version of the book that you can have right away. CLICK this button to order your free book now:


Is my marketing agency doing a good job?

At Cyberwalker Digital, we  see time and time again, business owners throwing money at marketing agencies without understanding what they’re really paying them for.They understand the importance of having a marketing agency. And, they can see that the marketing agency is doing some work for them because they see things be printed or put online. But, the problem is, they aren’t really sure if any of the strategies are getting them results. If they are getting results, it’s comment that they are not sure where from.

To help you evaluate your marketing strategy and learn how to talk to your marketing agency so you can better direct them to what you want, we’re answering the question:

Is my marketing agency doing a good job?

is your marketing agency doing a good job?

1. Are they providing you with regular performance assessments that show results? If your marketing agency is doing a good job, they will be able to provide you with regular statistics reports. They should be tracking everything do. The best agencies are continually evaluating their progress and adjusting the strategy to ensure you continue to improve.

Based on the services you’ve hired them for, you’ll want to ask for the following:

  • SEO – Analytics reports that show: How many visitors are coming to your site, how long they are staying on each page, what pages they are viewing, and what keywords are effective
  • Email marketing – They should be showing you: Open rates on emails, percentages of links clicked, and where contacts are entering into your funnels.If they are really good, they will split test emails to help them understand what strategies work best with your target audience.
  • Social Media – Are they evaluating your social media strategy? If they are sharing information on: Number of links clicked, contacts entering into email funnels from social media posts and likes and shares for posts, this is valuable information. Based on this information they should be suggesting ideas for new social media content. Have they given you your Klout score? Is it going up?
  • Print marketing – Corporate cards, postcards, flyers and billboards can be more difficult to track than online marketing tactics. However, they should be following up with you to gather the information that will tell them whether a direct mail piece or billboard brought in potential leads.

2. Are they asking you lots of questions? True marketing experts ask a lot of questions, especially when they first start working with your company. It helps them understand: Who your target market is, how to build an effective strategy, and what you are trying to capture with your brand.

If your marketing agency quietly works away without regular communication and then sends you a bill, consider this a red flag.

3. Are they letting you in on their strategies?  Do you know what your marketing agency is doing for you and how it all works?  It’s okay to ask them question about how they do what they do. If they are reputable, they’ll be willing to share strategies with you and explain how they work.  If you ask them how they do something and you get an answer like “it’s too technical for me to describe it”, get rid of this agency.

4. Are they knowledgable? And are they willing to admit when they don’t know/understand something? Expert marketing agents are highly knowledgeable. If you visit their site and see valuable blog posts and articles, that’s a good sign.

If you find that they are willing to admit to their weaknesses this is also a highly valuable skill. While they are experts, it’s impossible for them to know everything about your business. If they are willing to admit to what they don’t know, and are open to learn, you’ve hired an agency that is committed to producing results.

If you are concerned that you are not getting value for your marketing dollars please email your questions to [email protected].  We’ll answer your questions for free. As a reputable agency, it’s important to us that we help businesses steer clear of the bad guys in our industry.

Materials handling marketing tactics from a top agency

If ever there was an opportunity for a business to get ahead in digital marketing, it’s in the materials handling and heavy equipment businesses today. The industries have chronically been behind when it comes to investing in marketing. Most materials handing and heavy equipment companies use old school tactics, boots-on-the-ground sales forces and relationships to win business. However, all that is changing. A new generation of forklift and bulldozer buyers are are coming up the ranks and they are children of the Google age. And they buy using digital tools and changing the nature of materials handling marketing and heavy equipment marketing.

Opportunities for heavy equipment sellers

Their bosses say “go get me some rack” and they walk past the shelf where the catalog is and either fire up their computer or more likely reach for their smartphone or tablet to search for a vendor.That said here are five areas in which you can get out ahead of your competition in the materials handling or heavy equipment sectors very quickly. Teh tips fare from  experts at our materials handling digital marketing agency.

1. Build a Content Library:

Build a materials handling content library like Raymond Handling Concepts did and see who shows up on your door step. Hire a content marketing agency or recruit an out of work journalist and write articles that make your company appear as the expert that it is.  Few companies do this yet and those that do get noticed quickly.

materials handling marketing

There are big advantages for materials handling companies that engage in digital marketing

2. SEO or search engine optimization

Very few companies are building great web content and optimizing it for Google and Bing so they rank in the top search results.  Find an SEO agency and get results in 90 days or learn SEO yourself.

3. Generate Leads from Email Marketing

Gone are the email blast days. A curated and targeted customer list that gives great content to people that subscribe lets you build your brand and awareness among those that buy your products and services. Use the new rules of email marketing and generate valuable sales leads for your sale force.

Heavy Equipment Marketing


4. Sell Equipment Online

Sell a forklift or backhoe or bulldozer in an online store?  Yep. Most 5g pitch start online and require completion offline by phone, however a store full of your forklifts and heavy equipment will surface in search engines. No one puts their credit card down to buy a $20,000 lift truck, they would much easily purchase one of the best audio interface 2017. And you can sell supporting equipment, parts and more. See this materials handling store example.

5. Social Media Marketing:

Your business is on Twitter right? What about Facebook or Google Plus or LinkedIn? You can easily take pictures with good quality audio with the help of How to Record Binaural 3D Audio on a DSLR Camera. Many B2B sales happen because of awareness built in social media. Build a strategy and share the great content you are creating from #1 (above). You will get known quickly. And sales will follow.Find out more with a free 30-minute call with Cyberwalker Digital. We are a Tampa-based digital marketing agency that specializes in digital marketing strategy and builds digital assets and strategy for materials handling sector and for heavy equipment clients.


Get a free personal Infusionsoft demo

Get a free personal Infusionsoft demo in TampaWould you like one of our staff to give you a personal Infusionsoft demo?

We will walk you through all the key features and show you how you can leverage it to generate leads and revenue for your company.

It’s ideal for:

  • Web marketers
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