The 2022 State of Marketing for Engineers Research Report summarizes the survey results of more than 800 engineers and technical professionals from a variety of industries, including manufacturing, automotive, energy, electronic components, semiconductor, and aerospace/defense. 

TREW Marketing and GlobalSpec recently released our 5th annual study of how engineers and technical buyers seek and consume information to make purchase decisions. In this episode, Christian Haight joins host Wendy Covey to walk through some of the major findings from the report, including:

• Engineers value a company's technical expertise and responsiveness over price and company values 
• 83 percent of engineers are willing to fill out a form in exchange for technical content
• 73 percent of engineers listen to work-related podcasts throughout their week, a 33% YOY increase
• Engineers prefer YouTube and LinkedIn over other social platforms

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

Understanding the context of why and who makes all the difference when writing for engineers and technical buyers.

Adam Kimmel, Principal Technical Content Writer at ASK Consulting, spends his days boiling down highly technical information into consumable content targeted to specific audience personas. During this episode, we covered a ton of ground -- from what behaviors make a technical writer successful to how to extract the right information from subject-matter experts. 

Aside from the numerous nuggets of advice, what struck me most about this episode is one word that kept creeping in throughout our discussion: context.

When interviewing a subject-matter expert (SME), it's important to contextualize why a solution is significant and where it fits into the broader market landscape. Data is great, but the context of why the data is significant (e.g. competitive comparisons, etc.) helps to demonstrate value and build preference. 

Your audience needs to first care about a topic, then be enticed to go deeper and learn more. Understanding the context of where your content piece fits into the buyer's journey helps you to position the material at the right technical level and build upon information served elsewhere. 

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 Shifting strategy, LinkedIn, media and advice from technical marketers in the trenches were all highlights of our 2021 podcast season. 

Content Marketing, Engineered is almost two years old now! It's evolved and improved, but the focus remains steadfast on helping leaders and marketers reach highly technical audiences through content and digital marketing. In case you missed some of our episodes, here is a walkthrough of what we covered in 2021.

• Virtualizing the field sales role with Michael Knight, President of TTI's Semiconductor Group
• LinkedIn Miniseries featuring 5 guests, each with a unique perspective on how to leverage the platform, including:
  
  
  • Advertising - AJ Wilcox, B2Linked
  • Writing - John Espirian, Technical Copywriter
  • Sales - Nick Capozzi, Sales Pitching
  • Sales - Susan Tatum, The Conversion Company
  • Measuring engagement - Scott Ingram, Relationship One
  • Lead gen and spokesperson branding - Erin Moore, TREW Marketing
  • New platform features - Julia Fellows, TREW Marketing
• Practical advice to improve your content marketing, including 
  • Video - Bryan Fittin from GoRougeX
  • SEO - Kyle Roof from High Voltage SEO
  • Technical writing process - Morgan Norris, TREW Marketing
  • Newsjacking - Lance Looper, TREW Marketing
  • Why HubSpot - Andre Leonard, TREW Marketing
  • High Performing Websites - Erin Moore, TREW Marketing and Jamie Tokarz, TREW Marketing
• Honing your digital marketing strategy 
  • 2021 State of Marketing to Engineers report - Jenn Corcoran, GlobalSpec
  • Digital Customer Engagement Maturity Model - Richard Barnett, Supplyframe
  • Getting started with digital transformation - Douglas Karr, Martech Zone
  • Takeaways from 346 marketing & sales books - Douglas Burdett, Marketing Book Podcast
  • 2022 marketing planning - Jennifer Dawkins, TREW Marketing
• Stories from executives, marketers and salespeople working in highly technical industries 
  • Sabrina Veylder-Pahwa, R2Sonic
  • Chad Pasho, Mechanical Solutions
  • Sam Morgan, Morgan Polymer Seals
  • Matt Judge, Vizseek
  • Chris Grainger, EECO
  • Jackie Mattox, Women in Engineering
  • Sandy Williams, Access Biomedical Solutions
• Acquisition rebranding with Genuen leaders Jeff Gray and Tood VanGilder along with Lee Chapman from TREW Marketing
• Media Miniseries with guest host Morgan Norris and 6 experts covering both paid and earned opportunities  
  • Gary Lerude, Microwave Journal
  • Lee Douglas, Aspencore
  • Erik Jansen, Elektor
  • Patrick Carmody, Endeavor Group
  • Lisa Peterson, Lisa Peterson PR
  • Glenn Frates, Cision Media

A huge thank you to all of these guests for sharing their wisdom and experiences on Content Marketing, Engineered!

We have an exciting line-up for the start of 20

 In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're learning how to pitch media successfully, and what goes into a successful media relations campaign.

Through this Media Miniseries we've learned that a lot goes into securing coverage in publications (whether paid placements or editorial coverage.

In today's episode, Lisa Peterson, owner of Lisa Peterson PR, has spent decades pitching reporters, building relationships, and securing coverage on behalf of her clients. She believes that you need a strong message, an integrated approach, and a determination to identify and pitch the right journalists.

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're breaking down news wiring services and covering -- what they are, when to use them, and how to use them to get your message across as effectively as possible.

Through this Media Miniseries we've learned that there's a host of ways to get your information in front of your prospects. Newswires allow you to pay to wire content that you write over a public news line, so it can be picked up and syndicated by other outlets.

In today's episode, Glenn Frates, VP of Cision Media, gives us all of the "how-to" information we need to wire news. Glenn talks about frequency of releasing news, what topics are relevant, and what you need to include in your release for it to be successful...down to the character count of your headline. This episode is incredibly practical. One of my favorite messages that Glenn shares is that a news release isn't a standalone strategy, you need additional marketing activities and content that supports an overall campaign.

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring opportunities to connect with prospects via online communities

From our research, we know that engineers look to content written by other engineers. For this reason, engineers look to content that has technical depth and a tone that's relatable. When writing content for your website or writing gated content like white papers and ebooks, writers leverage SME knowledge, customer interviews, research, and additional knowledge to create content. If engineers are looking for content off your site, forums or communities are a great resource.

In today's episode, Erik Jansen from Elektor Media shares how to connect with engineers using online communities as a media channel. Elektor is a magazine that also has a strong community forum called Elektor Labs where users can test hardware, tinker with new technologies and share what they've created. If you have customers experimenting with your products or platforms you think Elektor would be interested in sharing your hardware with their community, this is a great example of an additional media channel you can use to connect with prospects.

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're diving deeper into advertising -- and in particular how to align your marketing goals with the right advertising products to support your business. 

Last week, we gave a comprehensive introduction to advertising with technical trade publications, and this week, we're diving in deeper with advertising to really discuss marketing goals and how to achieve them with different advertising products.

In today's episode, Patrick Carmody, Area Sales Manager at Endeavor Business Media which owns publications like Electronic Design and Machine Design, will talk to us about some of the detailed products that we can use to build brand awareness, generate leads, and grow sales. From sponsored content to podcasts to email marketing, Endeavor brings many different forms of advertising to the table. And like other publishing houses, Endeavor owns a host of publications, so you can target your specific, niche audience exactly where they go to find information. 

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring advertising -- how to think about it, what goals are reasonable, and where to focus your spend. 

Content marketing typically involves writing and publishing content on your own site, and attracting visitors to that content. But -- external channels can still be extremely helpful to broaden your potential audience. By paying for advertising in trade publications, you can capture your audience in another channel and direct them back to your site.

The printed trade publications of the 80s and 90s were full of advertising content (if you were around then, I'm sure you remember seeing who secured that back cover ad each month). With the rise of digital content, those print ads gave way to clunky banner ads in the early oughts and for many of us, the advertising knowledge stops there. 

But, advertising has evolved a ton. In today's episode, Lee Douglas, an Account Director from Aspencore which owns publications like EE Times, EDN, embedded.com, and Planet Analog, will talk us through all of the available advertising options and how to find advertising opportunities that help you meet your marketing goals. The opportunities range from optimized banners to sponsored podcasts to even retargeted ads that your prospects can engage with when they're on a site other than yours or a publication's.

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 In the Content Marketing, Engineered Media Miniseries, where we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. In today’s episode, we cover working with technical B2B trade publications from an editorial perspective.  

Content marketing typically involves writing and publishing content on your own site, and attracting visitors to that content. But -- external channels can still be extremely helpful to broaden your potential audience. By securing content in trade publications, companies can catch the attention of new prospects and draw them back to the company's website.

There are dozens of reputable B2C technical publications but a few rise to the top. Microwave Journal is one of those few. Today, Microwave Journal editor Gary Lerude will talk to us about how you can use trade publications to share your news, grow your audience, and build your brand. This content is particularly relevant with the recent advancements in 5G mmwave -- Gary notes that while there are a handful of significant test and measurement providers who have relationships with editors, industries like communications and medical are full of smaller companies and startups with niche technologies who can benefit from the brand awareness that comes with editorial coverage.

On this episode you'll hear details of exactly how and when to engage with technical editors as well as what editors are looking for, what's helpful to them, and what to expect to have prepared when you reach out. 

 For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng

 Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. 

Jennifer Dawkins, TREW Marketing VP of Account Services, has spent two decades crafting marketing plans for technical companies. In that time she's seen companies fall into some common traps when approaching planning, which leads to wasted budget, poor results, and a negative reflection on marketing as a whole. Being tactically driven, planning in a silo, and focusing on vanity metrics rather than business impact are among those typical mistakes marketers make.

During the episode, Jennifer walks through key elements of her marketing planning approach. She advises on what and how to analyze your current performance, the competitive landscape, and how to set meaningful goals. Persona development, a messaging audit, and campaign plans are all part of the marketing plan. Jennifer describes how she measures success and the importance of quarterly evaluation and plan update meetings with your core marketing committee.  

We then shift gears to touch on trends for 2022, including tried-and-true tactics that are waning in effectiveness in addition to new areas of investment. 

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

 https://www.trewmarketing.com 

Order the book! Content Marketing, Engineered

 https://bit.ly/contentmktgeng