# 5 Things Stopping Manufacturers From Making Great Content w/ Rose Hansen and James Boeckmann

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2024-01-23
- Length: 38m
- Episode: 189
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-eed26f1b-ed36-4a7b-8ce0-b90e4cec373d

## Summary

Rose Hansen and James Boeckmann of Gorilla 76 identify five barriers preventing B2B manufacturers from creating effective content: lacking a clear brand identity, failing to understand customer pressures, not collaborating with subject matter experts, producing boring stories, and lacking strategic focus. They argue that great content must be strategic, delightful, and driven by deep customer research rather than generic self-promotion. The guests emphasize that manufacturers must collaborate with engineers and customers to create compelling narratives that solve specific buyer problems.

## Chapters

- [0:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=35) Introduction: Rose Hansen and James Boeckmann on Content Marketing
- [3:39](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=219) Defining Content and What Makes It Great
- [8:05](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=485) Barrier 1: No Clear Brand Identity
- [10:32](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=632) Barrier 2: Not Understanding Your Customers
- [15:11](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=911) Barrier 3: Not Collaborating with SMEs and Customers
- [22:44](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=1364) Barrier 4: Telling Boring Stories
- [29:03](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-01-23-5-things-stopping-manufacturers-from-making-great-content-w-rose-hansen-and-jame#t=1743) Barrier 5: Not Knowing Where to Focus

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla 76 (company)
- Washington Post (other)
- Outside magazine (other)
- Sauce magazine (other)
- IMTS (other)
- PacExpo (other)
- FabTech (other)
- Industrial Marketing Live (other)
- Industrial Marketing Summit (other)

## Related episodes from other shows

- [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)
- [145: How to Break Through the Noise and Build Trust with Storytelling in Manufacturing with James Soto](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-07-18-145-how-to-break-through-the-noise-and-build-trust-with-storytelling-in-manufact) (Manufacturing Happy Hour)
- [Theater, MMA, and Starting a Manufacturing Web Series with Eddie Saunders Jr. Of Flex Machine Tools](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-02-15-theater-mma-and-starting-a-manufacturing-web-series-with-eddie-saunders-jr-of-fl) (Manufacturing Happy Hour)
- [BONUS: Content Strategies for Manufacturers that Break Through the Noise](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-05-30-bonus-content-strategies-for-manufacturers-that-break-through-the-noise) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)

## Citing this page

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