From 1998 to 2013, Dianna Huff was president of DH Communications, Inc. A well-known and prolific B2B marketing writer and consultant, Dianna’s insights were often picked up and/or re-printed by other marketing blogs and publications, including Forbes, the Content Marketing Institute, MarketingProfs, and BtoB Magazine. See the full list here.
In 2014, Dianna founded Huff Industrial Marketing, Inc. Also in 2014 (and again in 2015), Huff and KoMarketing published the first survey report of its kind, the B2B Website Usability Report. The data demonstrated the content B2B buyers wanted when searching vendor websites (it hasn’t changed much since). See the links to the reports below.
Because a magazine about marketing written for smaller manufacturers didn’t exist, Dianna and Rachel Cunliffe founded Manufacturing Marketing Magazine in 2018. Dianna and Rachel published monthly until 2021. It was a great idea but a ton of work for two very busy people. They learned a lot. Most of the content has been archived to the website; check out the Resources section.
Not one to rest on her laurels, Dianna created the Keep It Made USA blog in early 2022, to which she regularly posts about products Made in the US – and the companies that make them.
WRKO Radio / Podcast: The Story Behind Her Success, with Candy O’Terry, January 5
Podcast: How to Support Made in USA, with Rosemary Coates for the Women and Manufacturing podcast, June 1
Podcast: Interview with Jim Vinoski, Manufacturing Talks, April 19
Podcast: Discussing Made in USA Packaging and Products with Nathan Dube, Industrial Packaging, March 25
Webinar: “How to Use Website Content Marketing to Generate Leads,” sponsored by NIST for its Manufacturing Extension Partnership (MEP) members; presented by Dianna Huff and Rachel Cunliffe, March 20
Podcast: Can a Great Website Improve Your Cash Flow? It Sure Can! — “Financial Roadmap” Series podcast with BB&T Bank; Interview with HIM Creative Director Rachel Cunliffe and BB&T’s Zachary Sinc
Interview: New Magazine Highlights Small Manufacturers, by Jesús Espinoza, Alliance for American Manufacturing Blog, October 3
Bylined article: Getting results from your website means asking the right questions, by Dianna Huff for Search Engine Land, March 12
MarCom Creative Awards, 2017 Gold Winner, Self-Promotion Campaign: Huff Industrial Marketing
MarCom Creative Awards, 2017 Gold Winner, Digital Media/Websites/Manufacturing: Urethane Innovators
Bylined article: Why consistent marketing can pay big results for small industrial manufacturers, by Dianna Huff for Search Engine Land, November 20
Bylined article: The PPC challenge of selling manufacturing capability vs. stock products, by Dianna Huff for Search Engine Land, September 25
Bylined article: Three ways to use search query data from Google Search Console, by Dianna Huff for Search Engine Land, August 1
Bylined article: Three ways manufacturers can capitalize on ‘Made in USA’ searches, by Dianna Huff for Search Engine Land, June 5
Bylined article: Capturing ‘Made in the USA’ searches: Strategies for building awareness and sales, by Dianna Huff for Search Engine Land, May 8
Bylined article: Strategies for capturing ‘Made in USA’ searches, by Dianna Huff for Search Engine Land, April 10
Bylined article: Manufacturing FAQs: The workhouse of content and search marketing, by Dianna Huff for Search Engine Land, March 13
Bylined article: Three reasons you can safely ignore your competitors’ traffic metrics, by Dianna Huff for Search Engine Land, January 16
Bylined article: Setting SEO KPIs for small manufacturing websites, by Dianna Huff for Search Engine Land, November 21
Bylined article: SEO on a budget: How a small manufacturer started a program from scratch, by Dianna Huff for Search Engine Land, October 24
Bylined article: 3 tips for tracking response to industrial tradeshow print ads and landing pages, by Dianna Huff for MarTech, September 26
Blog Mention: 60+ LinkedIn Profile Tips for Marketers, by Lisa Dougherty, Content Marketing Institute. Lisa featured Dianna’s LI profile in her well-researched piece, August 22
Bylined article: Trade Publications Deliver Double ROI Punch: Advertising and Technical Know-How, by Dianna Huff for Gardner Business Media’s Marketing blog, February 24
Report: Huff Industrial Marketing and KoMarketing release the 2015 B2B Web Usability Report: What B2B Buyers Want from Vendor Websites, April
From the Executive Summary: “If we could sum up the 2015 B2B Website Usability Survey in two words, they would be: Credibility and Trust. The importance buyers place on these important attributes was woven throughout the survey responses, as you’ll see in the Research Findings.”
MarCom Creative Awards, 2015 Gold Winner
Digital Media/Websites/Small Business: New England Electropolishing
MarCom Creative Awards, 2015 Gold Winner
Digital Media/Websites/Small Business: European Home
Podcast: How to Narrow Your Marketing Focus, Stand Out and Profit, with Stephen Lahey
Bylined article: How to Bring Trust and Credibility to Your Website, by Dianna Huff for Content Marketing Institute, May 5
Report: Huff Industrial Marketing and KoMarketing published the 2014 B2B Website Usability Report, March
We wanted to know what buyers do once they get to a vendor website. Which elements increase a vendor’s credibility in the mind of the buyer, which detract – and which cause them to leave the website? Do B2B vendor websites make it easy for buyers to take the next step in the sales process or do they hinder it – and how?
The Report received the following press (partial list):
- eMarketer: “Vendor Website Content that Establishes vs. Reduces Credibility According to US B2B Buyers,” March 26, 2014
- MediaPost: “B2B Buyers Hold the Whip,” March 20, 2014
- IDG Connect: “What B2B Buyers Want from Vendors,” March 17, 2014
- MarketingProfs: Web Sites – What B2B Buyers Want from Vendor Websites,” March 17, 2014
- FierceCMO: “Survey says B2B vendors lack key content on websites,” March 12, 2014
- MarketingLand: “Report: Only 6% of Buyers Claim Social Media Impacts B2B Buying Process,” March 10, 2014
Bylined article: “Why 55% of Potential B2B Buyers Might Not Trust Your Website Content,” by Dianna Huff for Content Marketing Institute (CMI), April 3, 2014. This piece, which was based on data from the 2014 B2B Website Usability Report, was listed on CMI’s LinkedIn Leaderboard for 2014, with 799 shares.