Digital Marketing for Engineers Blog

Survey and Research reports – Two Birds for Engineering Marketers

Posted by John Hayes

Dec 8, 2016 9:24:53 AM

 

There are lots of expressions in the English language that have a barbaric history. “Holding someone’s feet to the fire” is a particularly nasty example. Today people use it to mean holding a person accountable, but it was a literal expression during the Crusades.

“Killing two birds with one stone” is another example. Now it means to solve two problems with a single act. This post is about a marketing tool that does just that.

 

So what are these two birds? In this case, they are market research and content marketing. Specifically, some of our clients are combining market research – delving into their prospects’ needs – with the creation of a lead generation asset from that same research.

It’s a pretty simple formula that won’t break the bank.

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Topics: Lead Generation, Industry trends and research, Email marketing to engineers, Marketing to engineers, Content Promotion

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

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

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