Digital Marketing for Engineers Blog

Millennial Engineers Don’t Consume Content the Same Old Way - Survey

Posted by John Hayes

Sep 22, 2016 1:52:58 PM

 

Marketers have fine-tuned their campaigns to reach decision makers – often those engineers in their 40’s or older.  But many are now asking how to reach those engineers who influence decisions rather than having only the ones who have the final say.

Why do engineering marketers want to reach influencers?  It’s because these engineers play a critical role in purchase decisions.  They consume vast amounts of content as part of their jobs.  They play the role of providing the short list of potential solutions. These engineers are often earlier in their careers, and they don’t find information the same way as their older colleagues.

Earlier this month we surveyed over 1,000 engineers about their information habits.  You can see the full results in a webinar on Wednesday October 5th at 2:00 Eastern, so please sign up.

Here’s one of the many interesting findings.

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Topics: Industry trends and research, Marketing to engineers

875 Engineers Say Where They Get Their Information

Posted by John Hayes

Sep 8, 2016 11:03:18 PM

 

Marketers need to know where engineers go to get their engineering information.  We just ran a survey to get this information for you.   

The survey focuses on the content preferences of engineers and went live on September 7th.  So far, 875 engineers have responded.  We will be presenting the full results in a webinar on Wednesday October 5th at 2:00 Eastern, so please sign up.

Here is a sneak peek at the early results: 

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Topics: Industry trends and research, Marketing to engineers

The Risks of Outsourcing your Engineering Content Creation

Posted by John Hayes

Aug 25, 2016 9:54:04 AM

 

We know that creating engineering content to feed your marketing funnel is a hassle.  Like most marketers, you have probably been tempted to outsource this hassle.  You may have even gone low bid in order to save budget.

What I hope you haven’t done is use somebody like the guy who sent me this ridiculous email offering a content creation service.  I’m sharing it as an extreme example of what not to do.  There are a few worthwhile points that come up, and hey, even if you don’t learn much at least it may make you smile.

 

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Topics: Content marketing for engineers, Marketing to engineers

Marketers – Your Chance to Ask Engineers about Their Content Preferences

Posted by John Hayes

Aug 18, 2016 8:53:36 AM

 

We’ll be running a survey this month about how engineers consume content.  Are there any questions you, as an engineering marketer, would like us to ask?

At ENGINEERING.com we often survey engineers about their media and information consumption preferences.  A lot of that information is useful to us as publishers – it helps us tailor the stories we select and the ways we tell them.

The answers engineers give us can be just as valuable to you as marketers as they are to us as publishers. 

 

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Topics: Digital media and online marketing, Content marketing for engineers, Industry trends and research, Marketing to engineers

Three important content trends for engineering marketers

Posted by John Hayes

Aug 10, 2016 1:40:31 PM

 

It’s frustrating to be an engineering marketer.  You create an excellent piece of content, only to see it get no views. This post covers three trends that are impacting the distribution of your content.

 

These trends are spelled out in the Reuters 2016 Digital News Report.  While it does not speak specifically to marketing to engineers, it does highlight broader content trends that we can put into an engineering context.

 

  1. People are increasingly accessing their news through aggregation platforms like Google and Facebook

  2. Smartphones are used by 53% of news readers

  3. Video news is not as popular as expected

 

Read on for my take on why this matters to engineering marketers and what you can do about it.

 

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Topics: Digital media and online marketing, Social Media for Engineers, Content marketing for engineers, Content Promotion

Formula to Measure Success of Content –or How Not to Be a Lazy Bastard

Posted by Roopinder Tara

Aug 3, 2016 8:30:00 AM

 

Relying on too-easy metrics like page views for your content won’t give you the whole picture.  

Get ready. One day soon your boss will ask you to justify your paid content scheme with some measure of success. If the only answer you can muster is, "We’re getting a zillion page views," then your boss might think, "Why did we hire this lazy bastard?" before sending an email to HR and questioning the legitimacy of your marketing degree.

How do you measure the success of your content? We use a formula that accounts for many factors, including page views, to give a single success score. You can, too.

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Topics: Digital media and online marketing, Content marketing for engineers, Analytics

Two Ways to Boost Your Engineering Content Reach on Facebook

Posted by John Hayes

Jul 27, 2016 4:10:41 PM

 

Focusing on distribution is a great way to make sure that you earn a return on your content investment. In
addition to other social media channels, Facebook can be an important part of the engineering marketer’s distribution strategy.

 

Why use Facebook to reach engineers?  Mostly because of the volume of inventory.  That volume can make up for the fact that marketers consider Facebook to be a less valuable audience platform than Linkedin, Youtube or Twitter (according to the ENGINEERING.com 2015 marketer survey).

 

This post breaks down two keys to maximizing your reach on Facebook. 

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Topics: Content marketing for engineers, Sponsored posts and content amplification, content reach, Content Promotion

Trade Shows: A Love/Hate Relationship

Posted by Roopinder Tara

Jul 13, 2016 12:06:22 PM

 

Enter a trade show these days and two things become immediately apparent. One: the massive scale of displays. Two: the lack of attendees. I recently attended PCBC 2016, a home products and materials showcase in San Francisco. It was afternoon. Maybe I missed the morning crowds. I could see clear down the aisles, a view mostly unblocked by attendees.

Kohler was showing its high-tech toilet. Being an engineer, I was geeking out. Not only does this wonder of wonders sense your approach and raise its lid, but it also lets you choose different swirl patterns for your flush. Should this not be drawing crowds?

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Topics: Lead Generation, Engineering trade shows, cost per lead

Five New Campaign Ideas to Juice Your Engineering Marketing Success

Posted by John Hayes

Jul 6, 2016 11:27:16 AM

 

This is the time of year when engineering marketers are looking for new campaign ideas.   Sometimes it’s
because their year-to-date results are falling short. Sometimes they are looking to experiment before committing to their 2017 budgets.  Either way, they want to know what’s new that they can test. 

When it comes to trying new ideas, we’ve tried plenty: from video series to contests, from users surveys to graphic novels (don’t call them comic books!).

 

By their nature, new ideas don’t always work.  Here are five proven campaign ideas that you may not have tried:

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Topics: Sponsored video marketing to engineers, Lead Generation, Content marketing for engineers, Sponsored posts and content amplification

Webinars: Marketers are Going where the Engineers Are

Posted by John Hayes

Jun 23, 2016 2:38:54 PM

 

We surveyed 1,589 engineers to understand how they get their news and information.  More than ¾ said that they planned to attend a webinar in 2016. 

The fact that engineers say they are going to webinars matches the anecdotal evidence we have seen both at ENGINEERING.com and what I hear from other publishers - engineering marketers are signing up for more webinars than ever. 

In this post we’ll look at the increased commitment to webinars, what sorts of webinars marketers are running, and dig into more detail about the engineers who attend them.

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Topics: Content marketing for engineers, Webinar for engineers, content strategy

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