Digital Marketing for Engineers Blog

Can AI Save Engineers From Bad Marketing Content?

Posted by John Hayes

Aug 24, 2017 12:00:58 PM

Technology has made it too easy to create content. As a result, we have too much marketing content for engineers.

From search engines that make research easy, to ever-present smartphones that take photos, to instant sharing on social media, technology has contributed to an avalanche of content. The engineers we seek to reach are trying their best to filter out the irrelevant messages so that they can get on with their work.

Marketers now complain that it is harder than ever to get their messages in front of technology buyers. They are watching their email open rates decline while they pay ever more to distribute their content on social media.

The Marketing world's recent obsession with content has dug us into this hole, but technology may also provide the way to dig ourselves out.  We just need a little help…

I was at Content Experience 2017 in Toronto this week and heard a lot about AI and how it will work with marketing automation. We have a little experience with it ourselves.  As you’ll see in this post, we’ve learned a lot about how to leverage machine learning to improve the experience of content discovery for our target audience.

This post will cover my take on:

  • Why content clutter is breaking the internet for engineers
  • How machine learning and artificial intelligence works to make better content recommendations
  • What this will mean for engineering marketers
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Topics: Branding and awareness, content strategy, Content Promotion

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

Seven Deadly Sins of B2B Technology Marketers

Posted by John Hayes

Jun 29, 2017 11:08:52 AM

The seven deadly sins – sloth, pride, envy, lust, greed, gluttony, & wrath – few concepts are so thoroughly embedded in the collective conscience.  The sins as we know them can be traced back to 270 AD, which just might predate technology marketing.  

As marketers, we can be guilty of our own sins, from leaving lead generation to the end of the quarter to failing to measure our results.

Based on my experience as a marketer, here is a list of seven deadly marketing sins and how you can deliver some salvation to your remaining campaigns in 2017.

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Topics: Content marketing for engineers, Branding and awareness, content strategy, Content Promotion

Awareness Marketing for Industrial Companies

Posted by Achinta Mitra

Jun 14, 2017 4:33:03 PM

Awareness marketing doesn’t get much attention from manufacturers and engineering companies because it is usually associated with branding in B2C marketing. If you Google brand awareness, it will return 14,700,000 results and the top hit is Wikipedia (no surprise there) which defines it as…

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Topics: Content marketing for engineers, Branding and awareness, content strategy, Content Promotion

More Content, but Lower Quality from Engineering Marketers

Posted by John Hayes

May 25, 2017 9:09:37 AM

Most engineering marketers are creating more content in 2017, according to our 2017 survey of engineering marketers research report.

All this rush to create content is, not surprisingly, leading to an abundance of poor quality content. This flood of content increases the competition for every post you publish, and the fight for each search term becomes more intense.

The response from some marketers and publishers is to write fewer, longer and more thoroughly researched pieces of content, ones that will be shared on social media, and that will rise to the top of search engines. If your approach is to write more short posts while your competition is writing longer and more detailed posts, you are unlikely to succeed.

As the chart above shows, the top-rated challenge for engineering content marketers is creating engaging content. This concern was also the top concern last year, with 50% of marketers citing it. However, in 2017 it was named a top concern by 62% of engineering marketers.

A related challenge was finding resources for creating content.

The struggle is real my friends. And it can lead to some disappointing short-term outcomes.

What does poor conversion content look like? And how can you avoid it?

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Topics: Content marketing for engineers, Branding and awareness, content strategy, content reach, Content Promotion

Marketing to Engineering Decision Makers – Dos and Don’ts

Posted by John Hayes

May 18, 2017 10:22:12 AM

Engineering marketers frequently say, “We need to reach decision makers with this campaign’” often because their sales teams tell them, “Whenever we get in front of a decision maker, we have a great shot at the sale, so let’s only talk to decision makers.”

As anyone who has run a campaign that targets decision makers knows, this is no easy road.  We recently surveyed over 100 Director and CXO level engineers about their information consumption habits. This research shows how you can reach those decision makers.

Take email, for example. Do you think they read it? Well, they do.

98% of engineering directors, VPs and C-level respondents say that they at least scan the subject line of every email they receive. 98%!  That’s huge. And 39% actually open most or all of the emails that you send. So that may leave you wondering why they don’t engage with your content and become active leads.

That has more to do with them than you.

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Topics: Content marketing for engineers, Branding and awareness, Email marketing to engineers, content strategy, content reach, Content Promotion

The Microsite - Is Your Content Creation a Home Run?

Posted by Roopinder Tara

May 5, 2017 10:36:51 AM

“Content is king” is commonly heard these days. Around ENGINEERING.com, we also like to say “content is a gift that keeps on giving.” Once you get good content published, it can live on its own and keep generating interest – and leads. This is in contrast to advertising, which when you shut off the tap, the leads dry up immediately.

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Topics: Content marketing for engineers, Branding and awareness, content reach

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

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