Digital Marketing for Engineers Blog

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

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

Manufacturers say Content Marketing Isn’t Working, But Will Do More Anyway

Posted by John Hayes

Mar 10, 2016 11:57:25 AM

The Content Marketing Institute’s 2016 report has a somewhat confusing finding.

North American Manufacturers say that the effectiveness of content marketing is down compared to last year.   Almost twice as many say that content marketing is NOT effective compared to those who say that it is. 

 

From B2B Manufacturing Content Marketing 
2016 Benchmarks, Budgets and Trends – North America

 

And now for the big surprise.  Almost all of those marketers say that they will keep spending the same or more budget on content marketing as last year.  “How can this be?”, you rational marketers might ask?

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Topics: Content marketing for engineers, Sponsored posts and content amplification, Industry trends and research, Advanced manufacturing

Engineering is multidisciplinary – Is your marketing?

Posted by John Hayes

Mar 3, 2016 9:53:28 AM

Twenty years ago the engineering world was made up of silos of mechanical, electronics and software designers.  If you wanted to reach mechanical design engineers, then you found ways to target them.

But that is not the reality any more.  Mechanical devices are no longer mechanical.  For example, Ford has more software engineers in their transmission design team than mechanical engineers. And of course, the IoT is bringing connectivity to all sorts of products.

How does your marketing keep up when you can no longer tell a single story to a single target audience?

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Topics: Content marketing for engineers, Sponsored posts and content amplification

Telling an engineering story that will generate leads

Posted by John Hayes

Feb 4, 2016 11:00:00 AM

Bruce McDuffee of MM Matters was kind enough to invite me to speak on a podcast about, How to tell a lead generating engineering story.

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Topics: Lead Generation, Sponsored posts and content amplification

A Checklist for Your Content Marketing Stories for Engineers

Posted by Ian Wright

Nov 12, 2015 10:54:26 AM

 

When you’re writing a marketing story for engineers, this checklist can help you hit all the right notes to capture your reader’s interest.  In this post I’ll break down how I wrote an article for ENGINEERING.com using this eleven-point list.

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Topics: Content marketing for engineers, Sponsored posts and content amplification

Content: the Gift That Keeps on Giving

Posted by Roopinder Tara

Jul 9, 2015 12:41:00 PM

A modern marketing mix will include advertising, trade shows, other lead generation campaigns and lately, more and more content creation. Here is why creating content may be the most effective marketing spend in the long run.

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Topics: Content marketing for engineers, Sponsored posts and content amplification

A Simple Formula for Budgeting Content Promotion

Posted by John Hayes

Apr 9, 2015 11:25:00 AM

The expert consensus is that marketers need to set aside budget to promote their content marketing.  But how much should you spend and where? And how do you budget between creating new content versus promoting content you’ve already developed?

In this post I’ll offer a simple formula to answer these questions. 

 

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Topics: Content marketing for engineers, Sponsored posts and content amplification

Why “Credible Sponsored Content” is Not an Oxymoron

Posted by John Hayes

Apr 2, 2015 10:20:00 AM

Warning – unlike most of my posts, this story will talk about a marketing service offered by ENGINEERING.com.

There are two great truths of content marketing:

  1. Creating engaging content is one of the top challenges for engineering marketers
  2. Getting the right eyeballs on your branded content is even more difficult

OK, these may not be “great truths”, but you get my point.  And it’s not just my point.  Here are a few quotes from experts who agree:

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Topics: Content marketing for engineers, Sponsored posts and content amplification

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