Most steel and pipe companies have a website. Very few have a reason for buyers to visit it more than once. Content marketing — publishing useful articles, guides and tools — changes that. It brings search traffic, answers buyers' questions before they ask, and builds the trust that turns a first enquiry into a long-term account. Here is a simple 90-day plan any metal company can follow.

Why content works in the metal industry

  • Buyers research before they enquire. Engineers and purchase teams search for standards, grades and comparisons.
  • Technical topics have low competition. Few companies write well about "duplex vs 316L" or "API 5L PSL2".
  • Content shows expertise. A clear guide signals that you understand the product deeply.
  • It compounds. A good article keeps bringing visitors for years.

Types of content that perform well

  1. Technical explainers — pipe schedules, flange types, SS 304 vs 316.
  2. Comparisons — seamless vs welded, PE80 vs PE100, B7 vs B7M.
  3. Calculators and charts — weight, schedule and pressure tools like our steel and pipe tools.
  4. Buying guides — how to specify, what to check, how to avoid mistakes.
  5. Export guides — Incoterms, documents, LCs, packing.
  6. Company proof — case studies, dispatch stories, testing and certifications.

The 90-day plan

Days 1–15: Foundations

  • List your top 10 products and the questions buyers ask about each.
  • Do keyword research for those topics.
  • Set up Google Search Console and Analytics.
  • Create a simple content calendar.

Days 16–60: Publish consistently

  • Publish 2 articles per week — one technical explainer and one buying or export guide.
  • Each article: 800–1,500 words, clear headings, tables, real photos and FAQs.
  • Link every article to at least one product page and one related article.
  • End with a clear call to action: "Request a quote", "Download the size chart" or "WhatsApp us".

Days 61–90: Promote and improve

  • Share each article on LinkedIn and in buyer emails. See LinkedIn post ideas for steel companies.
  • Turn articles into carousels, short videos and WhatsApp updates.
  • Check Search Console: which articles get impressions? Improve titles and add depth to those on page 2.
  • Update older posts with new information.

How to write articles buyers trust

  • Be accurate. Check every number against the standard. Errors destroy credibility.
  • Be specific. Use real grades, sizes and standards.
  • Be useful. Answer the question fully, then mention your products naturally.
  • Use your experience. Add tips from real orders, inspections and shipments.
  • Write simply. Many readers use English as a second language.

Turn readers into enquiries

  • Put an enquiry button or form on every article.
  • Add downloadable resources (size charts, price list requests) in exchange for an email.
  • Offer a newsletter for regular updates.
  • Use WhatsApp click-to-chat buttons.

Measure what matters

Track monthly:

  • Organic search impressions and clicks (Search Console)
  • Visitors to articles and then to product pages
  • Enquiries from the blog
  • Newsletter sign-ups

Results usually build over 3–6 months. Consistency is more important than volume.

Content ideas for the first month

  1. A guide to the main standard you supply (for example ASTM A312 or ASME B16.5)
  2. A size and weight chart for your most popular product
  3. A comparison of two grades buyers often confuse
  4. A "how to order" guide: what details to send in an enquiry
  5. An article on your testing and quality process
  6. A guide to packing and shipping your product
  7. Answers to the five questions your sales team hears most
  8. A case study of a recent export order (with permission)

Each of these answers a real buyer question and links naturally to your product pages.

Repurpose every article

One good article can become many pieces of content:

  • A LinkedIn carousel summarising the key points
  • A short video explaining one idea
  • A WhatsApp update for existing buyers
  • A section in your email newsletter
  • A downloadable PDF guide for your sales team

Repurposing multiplies the value of each article without extra research. It also keeps your message consistent across every channel buyers use to find you.

Frequently asked questions

How long should a blog post be?

Long enough to fully answer the question — usually 800–1,500 words for technical topics, with tables and FAQs.

Can we use AI to write content?

AI can help with outlines and drafts, but every technical fact must be checked by someone who knows the product. Google rewards helpful, accurate content regardless of how it is produced.

How often should we publish?

One to two quality posts per week is a strong pace for most metal companies. Consistency matters more than bursts.

Should we write about competitors' products?

Write about product types, grades and standards, not specific competitor brands.

Key takeaways

  • Answer the questions your buyers already search.
  • Publish consistently, link to products and promote every article.
  • Measure enquiries, not just traffic.

MetalMitra plans and writes technical content for metal companies as part of our SEO for metal products service.