Digital Marketing for Engineers Blog

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 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 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

The Importance of Lead Validation on Internet Marketing

Posted by Aaron Wittersheim

Jun 16, 2016 10:20:31 AM

“If marketers are judging the success of their campaigns (SEO, PPC, email, etc.) on quantity of inquiries instead of quality, they could be overestimating their results by as much as half. “


This is one of the findings set out in a presentation called the “Importance of Lead Validation” from Straight North, an SEO agency in Charlotte. 


The data in the presentation indicates that about 50 percent of a company’s website inquiries are not leads. For the purposes of this study, the authors defined a lead as a person who would listen to phone inquiry recordings and read form submissions. The authors state that this process allows a company to separate actual sales leads from other non-sales inquiries.

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Topics: Lead Validation, SEO

Proving that Content Marketing Works for Manufacturers

Posted by John Hayes

Jun 1, 2016 8:41:11 AM

Marketers often ask us, “Do you have a new way to reach our audience?” They want to ensure that they aren’t missing any new weapons from a publisher’s arsenal.

Marketers need to gain more traction within their specific target markets. That has them wondering whether more emphasis on content marketing will pay off.  The reason they ask us is because publishers know how to tell stories that will resonate with their audience and provide value to their readers. 

One valuable way to answer their question is with an experiment.  A well designed experiment can prove the value of content marketing to reach a targeted audience.  In this post I’ll outline a way to do that.

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

Three Free Research Reports for Engineering Marketers

Posted by John Hayes

May 11, 2016 10:31:12 AM


There is no denying that marketing is becoming a data science.  That applies to the world of engineering marketing as much as to any other industry.  Every year there are many important pieces of research that help the engineering marketer better understand what campaigns are working.

With that in mind, here are a few recent reports that no engineering marketer should be without:

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Topics: Content marketing for engineers, Industry trends and research

Four myths about content marketing to engineers

Posted by John Hayes

Apr 14, 2016 1:43:22 PM


I had a good chat with the CEO of a major industrial publisher this week. He said they were seeing record levels of interest in content marketing campaigns from industrial marketers.  

This is news because it represents a shift in who is using content marketing.  It is no longer the sole domain of  software companies.  Instead, it is now factoring into the marketing plans of a much broader group of engineering marketers.

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Topics: Content marketing for engineers

Online Engineering Communities Provide Useful Insights for Marketers

Posted by John Hayes

Apr 6, 2016 4:36:55 PM

Developing a comprehensive and accurate persona of your target market of engineers is a critical step to developing a marketing strategy.  There are many ways to conduct this research:

  1. Interview your customers
  2. Speak with your sales engineers
  3. See what they are saying in online communities

In this post we’ll explore what you can learn in online communities.

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Topics: Marketing to engineers

Surveys can help you create outstanding downloadable content for your prospects

Posted by John Hayes

Mar 31, 2016 12:13:19 PM

Some of our best customers have asked for help in creating downloadable content that they can use to drive leads. 

Since I’m a bit of a data nerd (as many of you already know), I offered to create surveys that would provide insights for their prospects.  We then turned those surveys into research reports that we put behind a gated form to drive leads.

And here’s a cool thing that happened.  The marketers were able to use the survey to ask about the business concerns of their prospects.  Questions like, “Do you have this specific pain point that our solution addresses,” gave them insights into the buying behavior of their prospects in the same survey as we used to generate a valuable white paper for those prospects. 

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Topics: Content marketing for engineers, Webinar for engineers, Industry trends and research