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Digital Marketing for Engineers Blog

Roopinder Tara

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Recent Posts

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

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

Trade Shows: A Love/Hate Relationship

Posted by Roopinder Tara

Jul 13, 2016 12:06:22 PM


Enter a trade show these days and two things become immediately apparent. One: the massive scale of displays. Two: the lack of attendees. I recently attended PCBC 2016, a home products and materials showcase in San Francisco. It was afternoon. Maybe I missed the morning crowds. I could see clear down the aisles, a view mostly unblocked by attendees.

Kohler was showing its high-tech toilet. Being an engineer, I was geeking out. Not only does this wonder of wonders sense your approach and raise its lid, but it also lets you choose different swirl patterns for your flush. Should this not be drawing crowds?

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Topics: Lead Generation, Engineering trade shows, cost per lead

Lead Generation Forms – What’s Too Much Information?

Posted by Roopinder Tara

Dec 3, 2015 9:19:31 AM

Marketers tend to get greedy when designing lead generation forms. Knowing a segmented list is more valuable than one that is not, or thinking their customers or management would like to extract every bit of information from a potential customer, they have a tendency to ask for too much information.

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Topics: Lead Generation

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

Why packaged solutions work in the computer hardware industry

Posted by Roopinder Tara

May 7, 2015 2:59:07 PM

More and more businesses today look for end-to-end packaged solutions, rather than single products to satisfy their needs. Specialty online retailers in the business of computer workstations for engineers, such as Titanus Computers, BOXX Technologies and SellCAD have taken advantage of this trend, while others still have some adapting to do.

Why does packaged solution selling work in this industry?

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Topics: Engineering design software, Engineering computer hardware, Advanced manufacturing