Marketing for chemicals and plastics manufacturers
A grade gets specified once and bought for a decade, so the work is making your technical evidence findable, complete and honest about its limits.
Where the money moves.
Specification happens on a production line or in a lab, never in a boardroom. A process engineer hits a problem with a run, searches the failure mode at ten at night, pulls a technical data sheet, compares it against the grade already qualified, then asks for a sample. Nothing in that sequence responds to brand advertising. It responds to whether your data is where the engineer looks. So we build the product library that carries it: one page per grade, real property tables, processing windows, and application notes written with the people who ran the trial.
Compliance paperwork is the most underused marketing asset in the category. AICIS introduction categories, ADG classification, GHS labelling under the model WHS regulations, AS/NZS 4020 for anything in contact with drinking water, food contact statements, REACH declarations for customers who export, and the APCO packaging targets now pulling recycled content into every specification conversation. A quality manager asks each of those before a purchase order clears. Publishing the answers in a structured, indexable form turns an obligation you already fund into search coverage that earns the enquiry.
Most volume ships through distributors, so the marketing does two jobs at once. It pulls specification demand from the end user, and it makes a distributor rep confident enough to lead with your grade rather than whatever moves fastest off the shelf. Those need different assets. Co-brandable spec sheets and a partner area for the channel. Clean application content and a fast sample request path for the specifier. Run together, the distributor stops being a wall between you and the plant and becomes a second sales force holding your material.
Qualification is slow, which makes activity metrics useless here. Reporting is written against sample requests by grade, trials started, specifications won, and the revenue tail attached once an account starts repeating. Ad accounts, analytics, the domain and the content library sit in your name from the first week, which matters more in a category where a single grade page can carry enquiry for years. The person writing about your polymer chemistry is the same person you briefed, in-house, every time.
What we run.
Grade and product library
One page per grade carrying real property data, processing conditions, regulatory status and downloadable data sheets. This is the asset that ranks across the long tail of grade names, applications and failure modes, and the asset a rep sends mid-call.
Application engineering content
Written with your technical team, not around it. Line trial write-ups, conversion notes for a customer moving off an incumbent resin, troubleshooting explanations for warpage, delamination or cure issues, each tied back to the grade that solves it.
Technical search and AI answers
Engineers increasingly get a specification answer inside an AI result rather than a click. Content and structured data are built so a model quotes your properties and limits correctly, and so the citation points back at your library.
Distributor enablement
Co-brandable spec sheets, a partner area, campaign material a rep can run locally, and enquiry routing that hands the lead to the right distributor while the data stays visible to you. Pull demand that the channel wants to be part of.
Paid and trade media
Search against grade names, application problems and compliance queries. LinkedIn aimed at plant, quality and procurement roles at named manufacturers. Trade press and expo presence timed to the specification cycles that actually decide your year.
Questions we get asked.
It shifts them because it is the only thing they read. An engineer choosing a grade wants property data, processing windows and a straight statement of where the material fails. Publish that and you are present at the exact moment a specification is in play. Publish brand language instead and you are invisible to the search that decides it.
Yes, with a controlled library rather than loose files. SDS and TDS documents are versioned and dated, served from one location so only the current revision is indexed, and superseded versions are retired rather than left orphaned on a server. Your compliance lead signs off the structure once, then the library maintains its own audit trail.
Only if it is built badly. Specification content pulls demand from the end user and routes the enquiry to the right distributor, with the data visible to you. Partners receive co-brandable sheets, a partner area and local campaign material. The pull benefits them, which is precisely what keeps them leading with your grade.
Against the stages your business already runs. Sample requests by grade, trials started, specifications won, and revenue once an account repeats. Sessions and impressions go in the appendix. The monthly report is written in the language the commercial team is accountable for, which in this category is qualified grades rather than traffic.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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