Learn how a leading optics manufacturer uses daily videos and other content marketing tools to differentiate from their competitors.

Cory Boone, Technical Marketing Manager at Edmund Optics, is a big believer in content marketing for engineering companies, as you'll hear in this episode. He has found that through content, the company builds trust and credibility and stays top-of-mind with prospects and customers. 

Edmund Optics' multi-faceted content strategy includes daily videos which range from broad and basic, such as how optics are used in the world around us, to technical challenges where optics and photonics can be applied. Videos are leveraged across multiple platforms including TikTok, LinkedIn and YouTube. TikTok is not where the company expects to find and convert near-term leads, rather it supports long-term awareness and branding goals. 

In Cory's role as a Technical Marketing Manager, he acts as a bridge between engineering and marketing communications, which he finds helps to lend greater credibility to marketing as a whole. He also writes technical content where he draws from his optical engineering education and seeks time from deep subject-matter experts within the company. Cory oversees the Edmund Optics Knowledge Center, where visitors can search or filter by topic.

Cory and his team have experimented with generative AI tools such as ChatGPT, and have found their best use to be for brainstorming and outlining. Cory advises taking great caution when using data sourced by these tools. It is important to determine and cite the source of the data to make sure it is accurate, recent, and not from your competition. This is a big challenge for niche technical subjects.  

Resources

• Cory Boone on LinkedIn
• Edmund Optics on TikTok
• Edmund Optics Knowledge Center

Connect with TREW Marketing

•  Learn About TREW Marketing 
• Order the book! Content Marketing, Engineered
• Connect with Wendy

TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand.