Digital Marketing for Engineers Blog

A Framework for Deciding What to Say in Technology Marketing to Engineers

Posted by John Hayes

Apr 16, 2015 9:57:00 AM

Not all technology innovations are created equal.  Sadly, as marketers, our annual budgets often are. That’s why you need to strongly consider the technology you’re promoting when deciding what to say.

In this post, we’ll look at how to decide how much and where to commit your budget based on the level of innovation that your new product features represent.

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Topics: Digital Marketing Plans, marketing budget, Computer Hardware, Technology

A Simple Formula for Budgeting Content Promotion

Posted by John Hayes

Apr 9, 2015 11:25:00 AM

The expert consensus is that marketers need to set aside budget to promote their content marketing.  But how much should you spend and where? And how do you budget between creating new content versus promoting content you’ve already developed?

In this post I’ll offer a simple formula to answer these questions. 

 

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Topics: Written Post & Amplification, Content Marketing, Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers

Why “Credible Sponsored Content” is Not an Oxymoron

Posted by John Hayes

Apr 2, 2015 10:20:00 AM

Warning – unlike most of my posts, this story will talk about a marketing service offered by ENGINEERING.com.

There are two great truths of content marketing:

  1. Creating engaging content is one of the top challenges for engineering marketers
  2. Getting the right eyeballs on your branded content is even more difficult

OK, these may not be “great truths”, but you get my point.  And it’s not just my point.  Here are a few quotes from experts who agree:

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Topics: Written Post & Amplification, Content Marketing, Content Marketing for Engineers, Sponsored Content for Engineers

Manufacturers are Laggards in Digital Marketing – Why that’s Good News

Posted by John Hayes

Mar 26, 2015 10:05:00 AM

A new report by Authentia sets out some excellent advice for manufacturing marketers. 

The big takeaway is that manufacturing businesses are laggards in digital marketing. B2B marketers in other industries are leading the way while manufacturers are missing significant opportunities to close more business.

 

 

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Topics: Digital Marketing Trends, Mobile Marketing, Content Marketing, Content Marketing for Engineers, Manufacturing, Web Design, Industry Trends

Why Won’t My Slimy Marketing Tricks work on Engineers?

Posted by John Hayes

Mar 19, 2015 10:01:00 AM

We all like free stuff. I like the free food samples at Costco. Smart marketers at P&G will even send anyone a box of free product samples. Who doesn’t like free stuff?  Engineers, that’s who. They inherently distrust marketing in all forms.  

Just when we marketers think we’ve come up with a great campaign idea, engineers think of it as slimy marketing trickery. 

So how can you entice engineers to include your product in their purchase evaluation?

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Topics: engineering marketers, Marketing Challenges, Marketing for Engineers

Manufacturing Marketers: 3 Fixes for Your Content Marketing Strategy

Posted by John Hayes

Mar 12, 2015 11:49:46 AM


82% of manufacturers are using a content strategy,
but only 26% of manufacturing marketers rate it as effective.



According to Content Marketing Institute’s 2015 survey of B2B Manufacturing Marketers, 82% of manufacturers have gotten onboard with content marketing.

Sadly, only 26% of your manufacturing marketing peers say they are doing a good job of it (ie; “Effective” or “Very Effective”).

We’ve used data from the report, along with our own experiences to list three common content marketing fails and how to fix them. 

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Topics: Sponsored Content, Content Marketing, Content Distribution, Sponsored Content for Engineers, Manufacturing, B2B Marketing

Here's how to Generate More Leads at Your Next Live Event for Engineers

Posted by John Hayes

Mar 5, 2015 1:41:00 PM

Leverage your digital media partners to capture online audiences
for your live events.


Pulling off a live event takes a heavy toll on marketers – on your marketing budget, on your time, and on your stress level.

Yet the payoff, when executed well, can be big. That's because engineers and designers who attend live conferences often take the time to fully investigate your solution.

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Topics: Lead Generation, Webinars, Live Engineering Events

Beyond mobile marketing: driving cross-screen engagement in your engineering audience

Posted by Cecelia Xu

Feb 26, 2015 3:26:49 PM

There are hundreds of engineering apps for iOS and Android.

More and more, each mobile device is playing a different role in your customers’ buying journey.

Marketers can benefit from learning about the different ways customers interact with their PCs/laptops, tablets and smartphones in each step of the marketing funnel.

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Topics: Digital Marketing Trends, B2B, engineering marketers, Mobile Marketing, Mobile Marketing for Engineers, engineer's buying cycle, Audience, multi-screen marketing, cross-screen marketing, marketing funnel

Quiz Results Show Engineering Marketers could Brush Up on their Analytic Skills

Posted by John Hayes

Feb 19, 2015 2:38:02 PM

Are you curious to know how your knowledge stacks up against other engineering marketers? 

ENGINEERING.com recently ran a quiz for engineering marketers called “So you want to be a CMO” – and the results are in! Our analysis shows we are strong on industry knowledge and campaign execution, but not so great at math.

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

Is Print Media Dead to Engineering Marketers?

Posted by John Hayes

Feb 6, 2015 8:55:30 AM

How much of your marketing budget will you allocate to print magazines in 2015? 

Is_Print_Media_Dead_to_Engineering_MarketersThat’s one of the questions we asked engineering marketers in a recent survey.  
26% said “None”.
Another 45% said their budgets for print advertising would be smaller in 2015 than it was in 2014
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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, Content Distribution, Content Marketing for Engineers, maketing budget, marketing spend

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