Digital Marketing for Engineers Blog

Banner Ads? Why Would Engineering Marketers Ever Buy Banners?

Posted by John Hayes

Aug 10, 2017 11:43:41 AM

If you measure the success of your campaigns only on how many leads they generate, you probably don’t buy banner ads. And you probably shouldn’t.

But if your company aspires to a leadership position in your industry, there is a reasonably good chance that your company does buy banners.

Why the difference? 

Why do companies in leadership positions buy banner ads, but smaller companies don’t? Is it because larger companies have dollars to waste? Do they have very junior people who don’t know how to allocate their marketing budgets?

More likely, they’ve found a way to make banners work for them through specific targets, more complex attribution models, and a whole lot of testing.  

In this post, we’ll look at why banners get a bad rap, and why much of that is deserved. We’ll reason out why banner ads don’t work for lead generation and hence why many industrial marketers don’t buy them. Next, we’ll put banner advertising in its place, which is not for lead generation, but for awareness. As an added bonus, we’ll explore the attribution problem that plagues banner ROI calculations.

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Topics: Branding and awareness, Display advertising and banners, content strategy, Analytics

Do You Suffer from Content Clutter? – Here’s a Way to Cut Through

Posted by Andrew McWhaw

Aug 3, 2017 11:26:11 AM

Content clutter is a serious concern for any marketer.  The idea that your best planned and designed content meant to onboard and delight your target audience is being lost in an endless sea of blog posts, newsletters, automated campaigns, etc. etc. should send a shudder down the spine of even the most successful marketers. 

While our prospects in the engineering marketing space no doubt suffer from more content than they have time to process, us marketers truly have it infinitely worse.   As the flagbearers of content marketing we haven’t been shy to dedicate countless keystrokes to documenting our activities, trumpeting our successes, and offering our thoughts as to where marketing is headed next.  The sea we fear for our prospects is rather a Waterworld for ourselves. 

The goal of this week’s post is to act as a life-preserver for all the marketers working in the engineering space wanting to regularly grow their marketing knowledge, but find themselves too busy to sift through all the content out there. 

To that end, here’s our list of the marketing luminaries and content curators you should be following to cut through your own content clutter and make easier your regular reading of cutting edge marketing content. 

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Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

Where are You in Your Digital Transformation?

Posted by Andrew McWhaw

Jul 27, 2017 10:39:38 AM

Congratulations.  If you’re reading this you’re probably a B2B marketer in the engineering space, which places you at what will soon be the nerve center of your company.  At least, that’s how the experts at the Boston Consulting Group present it in their recently released article, “How Digital Leaders are Transforming B2B Marketing.”

Their argument follows as such:  The transformation of B2C is a fait accompli. B2C’s transition occurred due to a pivot in consumer behavior from pushed information to pulled. B2B has lagged behind B2C but will follow the same path, putting marketing at the centre of this transformation. The transition has begun and the trailblazers in this space are already establishing significant advantages over their competition.

If these early movers are reaping all the rewards, the question you should ask becomes: Where is my company in its digital transformation? And, unless you’re leading the pack, the next logical question is: How can we get there?

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Topics: Industry trends and research, Branding and awareness, content strategy, Analytics

Engineers Hate Your Content Marketing

Posted by John Hayes

Apr 26, 2017 6:54:55 PM

In a survey of engineering marketers, 87% said that they were investing in content marketing. 

Unfortunately, that same survey revealed that creating engaging content for engineers was the biggest challenge.

Why do engineers hate your content marketing?  Well, it’s because marketers are the ones directing the content marketing show.  Simply put…

It’s not them. It’s you.

In this post, we’ll look at:

  1. Who engineers trust the most to give them product information
  2. What experts say about marketers creating marketing content
  3. One thing that you can do to deliver content that satisfies engineers.
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Topics: Social Media for Engineers, Content marketing for engineers, Branding and awareness, content reach, Analytics

Amplifying your Content Marketing with Employee Advocacy

Posted by John Hayes

Apr 19, 2017 4:30:28 PM

In 2017, virtually every engineering marketer has a content strategy. Many have learned from experience that creating content is only half the battle. The other half is getting that content in front of the right audience.

One potential game-changer for distributing your content is to leverage the social followers of your employees. This approach, called employee advocacy, is rapidly becoming an accepted practice that can dramatically increase how many people your brand stories will touch.


With social media so ingrained in everyone’s day-to-day it only makes sense that marketers are looking for ways to expand their social reach beyond just their own followers. One path forward is Employees who can have a remarkable multiplying effect on your distribution for two reasons:

  1. Employees are perceived as more authentic than your brand social channels, resulting in higher clicks and shares, and
  2. Your employees, when all added together, have a bigger reach than your brand channels.

So should you consider an employee advocacy platform?  To help answer that question I spoke to a representative of one such platform as well as a lead marketer from a major engineering software company. They helped me to understand how these systems work and what their benefits are for industrial marketers.  I found this topic incredibly interesting and I think you will too.

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Topics: Social Media for Engineers, Content marketing for engineers, Branding and awareness, content reach, Analytics

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

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