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© 2026 Content Marketing, Engineered with Wendy Covey
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If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode.
216 Episodes
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Chatbot technology has evolved dramatically in just the past few years. Powered by today’s large language models, what was once a clunky, frustrating tool is now transforming industrial websites into dynamic, conversational buying experiences while also giving marketers unprecedented visibility into what their buyers truly want to know. In this episode, Wendy Covey sits down with John Greely, VP of Marketing at Navu, to explore a pressing question facing B2B marketers today: What is you...
What if your customers could explore every angle of a complex machine, product, or system without ever stepping onto the factory floor? For industrial buyers evaluating intricate systems and components, static images and brochures rarely tell the full story. That’s why immersive 3D visualization is transforming how manufacturers showcase, explain, and ultimately sell their products. In this episode, Mark Worger, Managing Director of MarTech3D, shared how 3D product visualization is help...
For marketers who’ve felt that video is too expensive, too technical, or too time-consuming, this episode offers a clear takeaway: you don’t need a big budget or a big team to make video work, you just need the right approach and tools. Video is one of the most powerful content formats for marketers, but for years it also felt out of reach. That’s no longer the case. Today, creating high-quality video for every channel is easier and more affordable than ever and video consistently ranks as on...
Jake Hall is back on Content Marketing Engineered for a deep dive into what actually works on LinkedIn for industrial brands. We break down best practices for approaching LinkedIn not just as a company page, but through your spokespeople and employees, too. We also dig into the evolving role of influencers in the marketing mix and what it really takes to build successful, authentic influencer partnerships in manufacturing and engineering. In this episode, Jake Hall, aka the Manufacturi...
Erin Moore sits down with Rand Fishkin, one of the most influential voices in modern marketing, to unpack how audience behavior, search, and content strategy are fundamentally changing in 2026. They discuss the rise of zero-click marketing, the myth that AI tools are “killing” search, and why audience research now matters more than competitive research. Rand brings data-backed clarity to some of the biggest questions marketers are grappling with right now. In this episode, we’re joined...
What if one of the most influential channels for industrial buyers isn’t LinkedIn or Google, but Reddit? Reddit is shaping how engineers research products, validate vendors, and even influence AI-powered search results. In this episode, we dig into how one industrial brand embraced Reddit as a low-cost, high-impact awareness channel. In this episode, Mandee Nguyen, Content Marketing Manager at SICK Sensor Intelligence, shares her journey through her marketing career and how her current ...
Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode focuses on how Industrial Marketers can reckon with with the new age of AI and differentiate themselves among a "sea of sameness" and what marketing strategies to focus on in 2026. 2025 was a year of massive transformation for industrial marketers. As AI tools matured and generative search became a primary gateway for technical buyers, long...
As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026. In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Ins...
As AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more. In this episode Wendy Covey and Jason Koo, founder and CEO of SEO agency Zupo, discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI platforms for their answers, how can marketers ensure their brands appear across AI Ove...
Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth. In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can be critical to sales success for many industrial companies and together, Wendy and Emily disc...
Many marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of Sales and Marketing at MXD Process. This episode is all about how Eric has successfully used AI to streamline critical (yet routine) sales and marketing processes and better yet, get the whole team on board as well. In this episode, Eric Seiberling, Vice President of Sales and Marketing at MXD Process, shares his diverse career journey and insights ...
If you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about their time and we unpack the event's key takeaways from topics on storytelling and AI, to the future of platforms like LinkedIn and Reddit. In this episode Wendy Covey welcomes Lee Chapman, President of TREW, and Morgan Norris, Senior Brand Strategist, to discuss their experiences at Content Marketing World 2025. Morgan Norris presented a manufactur...
Calling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased your Early Bird tickets yet? This year promises to be bigger, bolder, and even more valuable for marketers in the manufacturing, engineering, and industrial sectors. In this episode, Wendy Covey and Marketing Director of Gorilla76, Peyton Warren, discuss the upcoming 2026 Industrial Marketing Summit. They explore the event's growth, key speakers...
Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency. In this episode, Wendy Covey is joined by Nelson Bruton, President of Manufacturing Chats and Interchanges, to explore the pivotal role of cha...
Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing. In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true value of marketing. Too often, marketers are asked to justify budgets, campaigns, and outco...
Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic. In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explo...
In this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and strategies for technical companies to effectively communicate their news. They explore the importance of understanding the audience, the role of press releases, and the current trends in manufacturing and technology. Additionally, they talk through advertising strategies, paid media opportunities, and the significance of building brand awarenes...
As your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolves, too. Learn how to evolve your messaging and align both internal and external stakeholders along the way. In this episode of Content Marketing Engineered, Morgan Norris speaks with Chris Zmijewski, VP of Marketing at SAM, about the evolution of brand marketing and the transition of SAM into a data-driven solutions provider. They discuss Chri...
As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trusted technical and trade publications are gaining influence, and a strong PR strategy can help your brand break into these outlets—and boost visibility in AI-driven search results. Here's how to build a successful PR campaign. In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, discusses the evolving landscape of ...
Ever wonder if wiring and pitching press releases to technical publications is worth the effort? We spoke to the Editor-in-Chief of R&D World to uncover how marketers should be communicating and developing relationships with journalists to get the most out of their PR efforts. In this episode, Morgan Norris, Senior Brand and Content Strategist at TREW Marketing, talks with Brian Buntz, the Editor-in-Chief of R&D World at WTWH Media. They discuss the evolving landscape of public ...
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