# You Don't Have to Blog: Content Marketing for Manufacturers That Works w/ Nick Goellner

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-06-30
- Length: 28m
- Episode: 2
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-49bbcbf5-3bce-4c0e-95fa-70ff22bda352

## Summary

Nick Goellner, Sales and Marketing Director at Advanced Machine & Engineering (AME) and partner at the Making Chips agency, explains that industrial content marketing should focus on providing value to the audience rather than self-promotion. He advocates for using 3D CAD models, photorealistic animations, and configurators as the primary content formats for metalworking customers, arguing that these tools save engineers time and transfer psychological ownership of the solution before the sale. Goellner emphasizes that content is everyone's responsibility, not just marketers, and cites Mike Weinberg’s books as essential reading for aligning sales and marketing strategies around 'hunting' for new business.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=0) Introduction: Nick Goellner and Advanced Machine & Engineering
- [7:24](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=444) Content as the Product: Building Community with Making Chips
- [11:26](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=686) Content is Everyone's Job: Sales, Marketing, and Engineering Alignment
- [14:53](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=893) The Power of 3D Models, CAD, and Animations in Industrial Marketing
- [18:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=1095) Open Innovation: Why Giving Away CAD Doesn't Hurt IP
- [19:25](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=1165) Transferring Ownership via Digital Configurators and Product Selection Tools
- [21:21](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=1281) Mike Weinberg’s 'New Sales Simplified': Hunting vs. Farming and the Sales Story
- [23:59](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-you-dont-have-to-blog-content-marketing-for-manufacturers-that-works-w-nick-goel#t=1439) Sales Management Simplified: Managing Pipeline and Activities, Not Just Results

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Advanced Machine & Engineering (company)
- Making Chips (company)
- Henne Inc. (company)
- Gorilla 76 (company)
- Zenger's Industrial Supply Company (company)
- New Sales Simplified (other)
- Sales Management Simplified (other)

## Related episodes from other shows

- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)
- [BONUS: 4 LinkedIn Tips for Manufacturers](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-04-20-bonus-4-linkedin-tips-for-manufacturers) (Manufacturing Happy Hour)
- [290: Why Danny Gonzales Thinks Manufacturing Has a Storytelling Problem](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2026-06-02-290-why-danny-gonzales-thinks-manufacturing-has-a-storytelling-problem) (Manufacturing Happy Hour)

## Citing this page

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