Digital Marketing for Engineers Blog

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

Research Report: Engineering Marketers’ 2016 Campaign Plans

Posted by John Hayes

Feb 25, 2016 9:23:57 AM

You can now download the eBook, “Engineering Marketers’ 2016 Campaign Plans”. 

Many thanks to my co-contributors on the eBook:

To create this eBook, we surveyed over 100 engineering marketers about their 2016 campaign plans.  This expert team of engineering marketers then reviewed the results and provided analysis on the trends. 

They also give their top tips for engineering marketers for 2016. 

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Topics: Digital media and online marketing, Industry trends and research, Marketing to engineers

Email for Industrial Marketing – Back from the Dead?

Posted by John Hayes

Jan 21, 2016 12:54:41 PM

Marketers and tech gurus have long been calling for the death of email.  Now that spam filtering tools in Gmail and Clutter for Outlook have made it harder to get through to engineers, and services like Slack are replacing some email altogether, their arguments are getting even stronger. 

What’s a marketer to do?  If email stops working, how else will you get responses to your white paper or free trial campaigns at a reasonable price?

Read on to learn what engineering marketers are planning for email in 2016.

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Topics: Digital media and online marketing, Industry trends and research, Email marketing to engineers

Top Three Trends for Engineering Marketers in 2016

Posted by John Hayes

Jan 7, 2016 12:59:36 PM

In this first post of the New Year, we’ll share a sneak peek into what over 100 of your fellow engineering marketers will be prioritizing in 2016. 

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Topics: Digital media and online marketing, Sponsored video marketing to engineers, Webinar for engineers, Industry trends and research, Case studies

Webinars Draw More Engineers than Tradeshows

Posted by John Hayes

Oct 22, 2015 10:42:19 AM

If you are an industrial marketer with a tradeshow budget, a new research report by IHS Globalspec could have implications for how you spend that budget.

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Topics: Digital media and online marketing, Webinar for engineers, Industry trends and research

The most important thing HubSpot’s Inbound 2015 told us about marketing

Posted by Cecelia Xu

Sep 24, 2015 10:26:52 AM

 

Whatever you call it – permission marketing, content marketing, inbound marketing – the takeaway from the HubSpot Inbound 2015 conference is this: the sales and marketing climate is changing, and marketers must get all areas of the business to buy into this brave new world.

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Topics: Digital media and online marketing, Engineering trade shows, Marketing to engineers

The Future of Engineers on the Internet in 3 Words: Mobile. Video. Social.

Posted by John Hayes

Aug 27, 2015 12:19:00 PM

Here’s a hint: it is toward mobile, video, and social. Mary Meeker at KPCB produces some wonderful research on Internet trends, which I’ll explore in this post in the context of marketing to engineers.

  1. Mobile. 

As your audience of engineers switches their research and consumption habits to mobile, what are the best ways to reach them?

  1. Video. 

Video is one of the best ways to convey complex information, such as how your product works.  In this post well show how fast it’s growing and the biggest challenge engineering marketers face with video.

  1. Social.

Finding places where engineers gather online to talk about engineering challenges can be very rewarding for marketers who use the right metrics.

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Topics: Digital media and online marketing, Sponsored video marketing to engineers, Social Media for Engineers

Engineers are blocking your ads. Whatcha gonna do?

Posted by John Hayes

Aug 20, 2015 11:01:00 AM

The rise of ad blocking software has been a big story in digital media this year.  Just how big an issue has become clearer now thanks to a study that Pagefair and Adobe published last week.

Building a brand is an important part of the job for engineering marketers, and banner ads are a useful way to increase brand awareness.  If banners are blocked, that’s one fewer arrow in the quiver for engineering marketers. 

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Topics: Digital media and online marketing, Industry trends and research, Branding and awareness

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