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Digital Marketing for Engineers Blog

Surveys can help you create outstanding downloadable content for your prospects

Posted by John Hayes

Mar 31, 2016 12:13:19 PM

Some of our best customers have asked for help in creating downloadable content that they can use to drive leads. 

Since I’m a bit of a data nerd (as many of you already know), I offered to create surveys that would provide insights for their prospects.  We then turned those surveys into research reports that we put behind a gated form to drive leads.

And here’s a cool thing that happened.  The marketers were able to use the survey to ask about the business concerns of their prospects.  Questions like, “Do you have this specific pain point that our solution addresses,” gave them insights into the buying behavior of their prospects in the same survey as we used to generate a valuable white paper for those prospects. 

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Topics: Content marketing for engineers, Webinar for engineers, Industry trends and research

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

How are engineering marketers spending their budgets in 2016?

Posted by John Hayes

Dec 17, 2015 8:47:42 AM

How does your 2016 budget compare with other engineering marketers? What campaigns will they run?  What marketing strategies are most important?

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Topics: Content marketing for engineers, Industry trends and research, Marketing to engineers

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

How to Tell a Good Story to Engineers

Posted by John Hayes

Oct 29, 2015 9:50:41 AM

Lisa had a frustrating morning.  There were the usual minor annoyances, like finding the toilet seat up and dishes on the counter instead of in the dishwasher.  Then on the way to work she couldn’t remember whether she let the dog out.  That oversight could have messy consequences.

Things didn’t improve when she got to work.  It’s budget season and Lisa still doesn’t have a way to prove how her marketing efforts are generating sales.  That has been a constant underlying source of stress around the office.  The sales guys don’t really track and report where they got their leads, and they usually overstate how hard they worked to create those leads themselves.  That behavior doesn’t sit well with Lisa.

If you can relate to the start of this story, that’s no accident. This story is written for a specific persona: an engineering marketer in her mid-career.

We believe that writing for specific personas (in your case engineers rather than marketers) will make your marketing campaigns more effective.

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Topics: Lead Generation, Content marketing for engineers, Webinar for engineers

Great Industrial Content Doesn’t Follow the 80/20 Rule

Posted by John Hayes

Oct 14, 2015 9:36:33 AM

You may have heard of the 80/20 rule of content marketing – that you need to spend 20% of your time creating great content and 80% of your time promoting it?

Well, that sounds like BS to me.

I agree that too many content marketers spend all of their time (and budget) on creating content and then overlook the critical component of distribution.  That approach to content has led to the industrial wasteland of Youtube, littered with marketing videos with less than 100 views. 

So I agree with the spirit of directing some attention to content distribution.  But 80%?

No way. 

There is another often overlooked aspect of the time spent on content marketing and that is in the research of what to write about.

Here’s our take on it.

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Topics: Content marketing for engineers

The flywheel model for engineering marketing

Posted by John Hayes

Aug 13, 2015 10:14:00 AM

Many of our software and hardware customers use a flywheel concept when approaching new product launches. We took a page from their books to draw an analogy to inbound marketing.

Like a flywheel, inbound marketing takes a ton of energy to get started.  But once that flywheel starts spinning, it becomes incredibly efficient at generating leads and awareness with relatively little effort.

The flywheel analogy is an excellent way to explain the value of making an investment in inbound marketing to your senior managers.  It helps them understand that inbound marketing is not a campaign.  Rather it is a long-term strategy that takes some time to yield results.

In this post I’ll dig into why it takes so long and why it’s worthwhile.

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Topics: Engineering design software, Content marketing for engineers, Marketing to engineers

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 formula for measuring content marketing success in engineering

Posted by John Hayes

Jul 2, 2015 12:04:00 PM

The algorithm we use at ENGINEERING.com

As marketers to an engineering audience, we’re often called upon to be story-tellers.  There are lots of resources that can guide us on how to tell a better engineering story

But how do you know you’ve truly connected with your audience?  Should you measure Page Views?  Shares?  Likes?  Or some combination of all of the above? As an engineering publication, we have developed an algorithm to evaluate our stories for engineers.

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Topics: Content marketing for engineers, Branding and awareness