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

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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