Digital Marketing for Engineers Blog

10 Steps to Excellent Sponsored Editorial for Engineers

Posted by John Hayes

Oct 23, 2014 10:11:02 AM

More marketers are buying sponsored posts.  Here’s how to make sure yours are effective.

There is no denying the rapid uptake in the popularity of sponsored editorial among advertisers and the engineers who read them.  Why are they so popular? 

Sponsored posts let advertisers:

  • Bring attention to your products or events that publications might not otherwise cover
  • Speak to the audience with the credible and trusted voice of the publication
  • Get help to create outstanding content
  • Gain access to the publication’s distribution channels   
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Topics: Sponsored Content, Written Post & Amplification, engineering marketers, Content Marketing, Content Marketing for Engineers, Sponsored Content for Engineers, Storytelling, digital engineering marketers

Do you submit guest blogs to engineering sites?

Posted by John Hayes

Oct 16, 2014 12:39:26 PM

You may have read how Matt Cutts said that guest blogging is dead because it’s become too spammy. I admit that ENGINEERING.com gets more than its share of requests to post content that looks pretty suspicious.  Naturally, we decline them. 

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Topics: engineering marketers, Sponsored Content for Engineers, digital engineering marketers, guest blogging, blog, SEO

Our secret test for hiring excellent digital engineering marketers

Posted by John Hayes

Oct 9, 2014 10:21:01 AM

Digital marketing requires a keen analytic mind.  At ENGINEERING.com we give all job applicants a quiz to see whether they’ve got what it takes to win.

We start our interviews like everyone else, with the usual introductions and resume review to understand the candidates work history. But once that’s done, we hand each candidate a pencil and paper test and leave them alone for a while. 

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Topics: engineering marketers, analytics in marketing, recruitment, smart talent, digital engineering marketers, arithemetic

Should your engineering marketing team provide sales qualified leads?

Posted by John Hayes

Oct 2, 2014 10:40:00 AM

At your company, who is responsible for qualifying leads?  Sales or Marketing? 

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Topics: engineering marketers, Marketing Qualified Leads, engineering lead generation campaigns, Landing Pages, sales leads, lead qualification

Mapping your Content and Keywords to the Engineer’s Buying Journey

Posted by John Hayes

Sep 18, 2014 10:59:45 AM

As a marketer, you can message engineers at each stage of their buying journey : Awareness, Consideration and Decision.

You will have more success turning those engineers into leads if you match your content to the stage of the buying journey that the engineer is currently experiencing. 

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Topics: Digital Media, Written Post & Amplification, Digital Marketing Trends, engineering prospects, engineering marketers, Content Marketing, Content Marketing for Engineers, engineer's buying cycle, Marketing Qualified Leads, engineering lead generation campaigns, Webinars, Landing Pages, Storytelling

Are you destined for the marketing corner office?

Posted by John Hayes

Sep 11, 2014 11:56:06 AM

Are you destined for the marketing corner office?

Technology marketers need a lot of new skills, many of which weren’t taught in school.  Take this quiz to see if you are up-to-speed on the new stuff CMOs have to know. 

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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, CMO Insights

How engineering marketing will fundamentally change over the next 5 years

Posted by John Hayes

Sep 4, 2014 11:20:59 AM

Accenture study says there will be more change than ever in marketing functions, and that the biggest changes will be:

  1. Using data and analytics to improve marketing impact
  2. Making more or better use of digital channels

 

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Topics: Digital Media, Survey of Engineering Marketers, Marketing Automation, Digital Marketing Trends, engineering marketers, Storytelling, CMO Insights, big data, analytics in marketing

Does Marketing Automation live up to the Hype?

Posted by John Hayes

Aug 28, 2014 10:40:07 AM

Our experience with engineering marketing automation, 8 months later.

 

Many of us already have marketing automation systems in place. For those of you still debating whether to implement a marketing automation tool, here’s a post from last year about our decision process. 

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Topics: Marketing Automation, Lead Generation, Marketing Automation for Publishers, engineering marketers, Marketing Qualified Leads, Landing Pages, Storytelling

What can a 3D Printing Marketer do when the hype is over?

Posted by John Hayes

Aug 14, 2014 11:20:18 AM

It’s been a wild ride for the marketers of professional 3D printers.  And by professional I mean machines that cost anywhere from $20,000 to $1M.  Five years ago these marketers were focused on personal sales to large automotive and aerospace OEMs.  The industry was early stage, but rational. 

The marketers focused on identifying prospects who had an application problem that fit the capabilities of their machines.  Those prospects were mostly manufacturers who were making design prototypes, short run production parts or jigs and fixtures. 

 

Then the personal 3D printer boom erupted, leading to a deluge of inquiries from uneducated shoppers.  Consumers desperately wanted a 3D printer in their homes.

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Topics: Digital Marketing Plans, Marketing Challenges, Marketing Qualified Leads, 3D Printing, Storytelling

8 Steps to an Outstanding Webinar for Engineers

Posted by John Hayes

Aug 7, 2014 1:58:00 PM

We run tons of webinars for engineers.  Some are good.  Some are truly excellent.  Here’s what separates the greats from the also-rans.

Webinar_pic
  1. Planning.  The best webinars begin up to 3 months in advance.  At this stage, be realistic about the sort of engineering audience that you want.  Decide what’s most important.  Is it volume of registrants or highly qualified leads? 

 

  1.  Choose a topic that suits your audience goals.  Very specific topics tend to attract relatively few, but highly qualified leads.  Focus first on giving information that will solve engineer’s problems. Leave the product pitch to the end.
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Topics: Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers, Marketing Qualified Leads, Webinars

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