Digital Marketing for Engineers Blog

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

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

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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