Digital Marketing for Engineers Blog

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 the 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

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

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

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

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