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Content Marketing, Engineered Podcast
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Content Marketing, Engineered Podcast

Author: 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.
115 Episodes
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 Learn the fundamentals of taking a conversion-focused approach to SEO content to meet your audience where they are in their buyer’s journey, and drive sales and revenue for your business. Part 2 of our SEO mini-series continues with Dale Bertrand, President of SEO agency Fire&Spark. Like many SEO professionals, he didn’t start his career focused on marketing, content, or search. He started as an engineer, first in manufacturing and then in computer engineering building a supercomputer for the NSA, before a stint focused on AI. He brings his rare combination of engineering, AI, and SEO expertise to our episode today, tackling the topic of conversion-focused SEO for engineering and technical companies.As search engines have evolved and user behavior has changed over time, SEO best practices have changed as well. SEO success no longer comes from keyword stuffing, or a few back-end tweaks, or aggressive link building. Instead, companies are finding success in search by building authority around key topics to gain visibility, and by focusing on conversion intent and optimization in their search strategies.Dale elaborates on taking a conversion-focused SEO approach to meet your audience where they are in their buyer’s journey, delivering the content they need at that time and using content to drive them to the next step. He gives examples of how companies in the engineering space can use this approach to drive lead generation, revenue, and other key conversion activities. We also discuss the impact AI is having and will have on SEO, and how even as the technology changes, the fundamentals of marketing, SEO, and content development stay the same.ResourcesFire&Spark's websiteDale Bertrand on LinkedInGot a question? Email Dale: dale@fireandspark.comConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how these changes are impacting B2B engineering companies like yours. For part one of this two-part series on SEO for technical, B2B companies, we’re joined by Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital. Lily has spent the last 11 years in agencies, focused on SEO and organic research across many industries, and she brings a wealth of experience to our episode today.Google has been in a period of rapid evolution, with multiple core updates released over the last few years. The biggest update, E-E-A-T, has changed the search landscape, prioritizing experience, expertise, authority and trustworthiness of websites and individual authors alongside other, long standing ranking factors. Lily cites how she’s seeing E-E-A-T and other core updates impact client sites, as well as how businesses can find success in organic search by focusing on user experience first and foremost.If the frequent shifts in Google’s algorithm weren’t enough, we also have the rapid adoption of AI changing how people search for and create content. After spending months testing ChatGPT and AI search engines, Lily has takeaways on the smart, responsible ways of using these tools, and why it’s dangerous to use the tools without a firm understanding of how they work and what they do and do not do. She also shares how she’s using this new toolset to create efficiencies in info sourcing and content reuse, to augment rather than replace current processes.ResourcesLily Ray on TwitterLily Ray on LinkedInLily Ray’s websiteAmsive Digital: SEO ArticlesConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. For part two of my two-part research series, Lisa Beets, Research Director for the Content Marketing Institute (CMI), joins me to walk through key findings from the 2023 Manufacturing Content Marketing Research Report. The report studies where content marketers working in manufacturing invest time and budget dollars, and the outcomes they are experiencing.This year's study spans a broad range of marketing topics, from content creation and management, distribution, metrics and goals, and budget allocation.There were three particularly interesting discussions we had during the interview:Manufacturing marketers are outpacing B2B marketers in video investment in both the number of videos produced and the use of YouTube as a distribution channel.Manufacturing marketers cited web visits and social followers as the most important metrics as opposed to conversion metrics for B2B marketers; hearing this makes me ponder the final point....There were struggles cited with creating a content marketing strategy (which may be the reason for bullet #2 - relying on easy-to-grab vanity metrics over substantial conversion metrics)This report is an excellent companion to part one of my research series, where we walked through the 2023 State of Marketing to Engineers.Resources2023 CMI Manufacturing Content Marketing ReportContent Marketing InstituteLisa Beets on LinkedIn2023 State of Marketing to Engineers Research Guide, including previous research reportsConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Gain insights on how engineers and technical buyers find and consume content to make purchase decisions. Christian Haight (a.k.a. CJ), Content Marketing Manager at GlobalSpec, joins me on this episode to walk through key findings from the 6th annual research study conducted by TREW Marketing and GlobalSpec. The 2023 State of Marketing to Engineers Report includes a set of consistent questions we ask to monitor trends, such as preferred information sources and content types. We also take a deep dive into search behaviors, influencers, podcasts, and in-person events.In this episode we walk through key findings, industry feedback and our own opinions in areas such as:Search behaviorsChannel preferencesIndustry influencersSocial media preferencesValued contentSales interactionsFor more in-depth research information, check out the resources link below. Also be on the lookout for event MORE research to be released this year. In June 2023 GlobalSpec has a report coming out on engineers' work challenges and where they seek training and education. In Fall 2023 TREW Marketing and Elektor will release a European-focused report with many overlapping areas of focus as the State of Marketing to Engineers research.Resources2023 State of Marketing to Engineers Research Guide, including previous research reports2023 State of Marketing to Engineers on-demand Webinar and Webinar FAQ blog postGlobalSpecCJ on LinkedInConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Hear from TREW Marketing Co-Founders and early employees share stories about the company and how marketing has changed in the past 15 years. To celebrate TREW Marketing's 15-year "TREWversary," TREW Co-Founder Rebecca Geier, along with early employees Lee Chapman and Morgan Norris, joined me for a look-back episode. Expect to hear many stories on this episode, including:Where TREW Marketing got its nameThe most dramatic changes in marketing over the past 15 yearsCritical business decisions that shaped the agencyThe most unique technologies we learned about through client engagementsLearn more about TREW Marketing here.ResourcesSmart Marketing for Engineers: An Inbound Marketing Guide to Reach Technical Audiences, by Rebecca GeierContent Marketing, Engineered: Build Trust and Convert Buyers with Technical Content, by Wendy Covey2023 State of Marketing to Engineers Research ReportTraction: Get a Grip on Your Business, by Gino WickmanRebecca Geier on LinkedInLee Chapman on LinkedInMorgan Norris on LinkedInConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Hear the latest updates on generative AI for marketing, including tools we're kicking around, features we love, and prompting best practices for creating AI-assisted technical content. Morgan Norris, TREW Brand and Content Strategist, is on top of how AI tools can enhance our technical content writing process (not derail it). She's been researching and piloting various tools and staying abreast of the ever-evolving legal and cultural implications of generative AI.In this episode we cover:Marketing AI news, including a statement and guidance from the U.S. Copywrite OfficeGenerative AI tools we are trying out (see full list below)Generative AI functionality that benefits us most as technical marketersBest practices for prompting AI tools during ideation, research and writingHow to create a company policy on generative AIMorgan will host a webinar in May to take a deeper dive into many of these topics. If you have questions or topics you'd like her to cover, drop her a line on LinkedIn. ResourcesPast podcast episode: Generative AI for Industrial Content Development - A ChatGPT, Writer and Jasper ShowdownAn Industrial Marketers' Guide to Generative AIU.S. Copywrite Office - Generative AI Resource PageWriterJasperChatGPTDemandwellCanvaGlossAIMarketing AI InstituteMorgan on LinkedInConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Learn the differences between Google Analytics 4 (GA4) and Universal Analytics and find out how to transition to GA4. If you've logged into your Google Universal Analytics (UA) account on or after March 1, 2023, you've realized that you have a new tool: Google Analytics (GA4). In this episode, Kasey Tyring, Senior Inbound Marketing Specialist at TREW Marketing, walks through the major differences between the two tools and how to get up-to-speed on GA4.A few key points you'll hear during the episode:Web visits (and a few other key metrics) are counted differently in GA4, so don't try to compare with UA dataGreater emphasis and deeper data are provided on-site engagement Bounces and clicks take on a different meaning in GA4One of the most insightful tools is events - check this out first and get excited about this new way to view the buyer's journey!After you have a handle on the changes, be sure to educate leadership about the change If you have a busy spring schedule and/or not super excited about learning a new Google Analytics tool, well, tough. In July 2023 UA will go away forever. So let's all embrace the change and give GA4 a big welcome hug. Happy measuring!ResourcesWebinar on April 12th: Measuring Marketing Success with GA4Blog Post: Preparing for GA4 -- The Next Generation of AnalyticsCME Podcast Episode from July 2022: Moving to GA4 with Keith MooringKasey Tyring on LinkedInConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
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.  ResourcesCory Boone on LinkedInEdmund Optics on TikTokEdmund Optics Knowledge CenterConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
Hear the latest electronic components industry and marketing trends presented at the 2023 ERA conference. TREW Marketing Senior Brand and Content Strategist, Morgan Norris joined me for the 2023 Electronics Representatives Association (ERA) conference, held in TREW's hometown of Austin, Texas. In this episode, we share some of the trending topics we heard in keynotes and sessions as well as share highlights from our presentation, Transforming Your Brand Into a Trusted Resource.Some of our marketing takeaways include:Many of the rep firms are lacking differentiated messaging and their websites don't portray them as a knowledgeable technical resource for design engineersVideo is very popular with design engineers; sales reps can use video to share their expertise and build credibility; brands can use video to add interest to (potentially dry) electronic component content topicsDon't overthink social sharing; use content created by your marketing department, your partners or your network and add your point of viewGenerative AI and ChatGPT are great content brainstorming tools, but when it comes to creating highly technical content, they won't do the heavy lifting for youEnewsletters are still quite popular with design engineers; one sales rep firm consistently achieves a 70% open rate through hyper-personalization Sales rep firms and distributors can leverage and extend a manufacturer's marketing campaign, creating a channel win-win-win amplifierManufacturers are open to collaborative marketing campaigns and offering co-op funding, but sales reps need to first have a strategic approach to marketing and pitch thoughtful campaign ideasSome of our industry takeaways from a fascinating closing keynote by Michael Knight, President and CEO of Endries International, include:As more sensors are added to our cars (and other parts of our daily lives), the demand for data storage will be massiveLook for more household and work tasks to be automated through robotics and applied AI; examples include robots delivering food to your table at a restaurant, picking strawberries in the field on a farm, and assisting with diagnosis and surgery Renewable, unlimited energy from solar will be more attainable with battery storage technology advancesThe commercialization of space will continue, especially to mine precious minerals The demand for electronics will continue to be strong!ResourcesElectronics Representatives Association (ERA)An Industrial Marketer's Guide to Generative AIAn Engineer's Guide to B2B Content MarketingMorgan Norris on LinkedInMichael Knight on LinkedInConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 Can AI tools help to develop content targeted to engineers and technical buyers? The landscape is exploding with generative AI tools for content marketing. But when it comes to creating B2B marketing content, especially pieces targeted to engineers and technical buyers, are these tools actually helpful? This is what TREW Marketing set out to find through research and writing experiments.The episode kicked off with Morgan Norris, TREW Sr. Brand and Content Strategist, walking us through the variety of tools that aim to help marketers across content strategy, SEO, and content development. As we honed in specifically on content development, the team narrowed their focus to two primary tools, Writer and Jasper. They also explained instances when ChatGPT might helpful, and made mention of other content tools which you'll note in the resources section below.Jamie Tokarz, TREW Sr. Content Manager, and Hannah Schulze, TREW Content Specialist, walked through their experiments using the tools and what they found most and least beneficial. On the whole, the scales weighed heavily towards the negative, but all involved saw some benefit and think there is a positive outlook for gains as the tools mature.The best experiences centered upon headline generation and branding rule enforcement. The tools also provided a nice starting point to overcome "blank page syndrome." The worst experiences were around long-form technical content and any piece of content where you'd like to reinforce your brand messaging and SEO terminology in an authentic manner. The team put together an AI for B2B Content Generation guide based on their research and experiments to date, including before/AI-generated/writer-edited live content snapshots which really drive home their lessons learned. This guide will be continuously updated as TREW learns and experiments more. ResourcesAn Industrial Marketer's Guide to Generative AIWriterJasperChatGPTCanva Magic WriteGrammarlyMarketMuseDall-EConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW 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.
 We're in a world where everyone wants to be a thought leader. But what does it look like for your company to gain thought leadership?  Lisa Gately from Forrester meets with us to discuss thought leadership – what it is, what it isn’t, and how to create a thought leadership campaign. According to Lisa, “Thought leadership is a social dialogue. It is an intentional exercise of knowledge, skills, and expertise to build awareness, elevate perception, and drive preference related to key issues that audiences care about.” Thought leadership is brand equity – but it’s not easy to achieve. Most thought leadership misses the mark because it doesn't provide a unique perspective on an issue, it's not prioritized with internal resources, and it's ultimately self-serving -- it's product or solution marketing -- not industry leadership.Lisa discusses how to diverge from our traditional way of thinking about thought leadership and build a thought leadership plan that's strategic, resourced, and meaningful. https://bit.ly/CMEPodcast Learn more about TREW Marketing https://www.trewmarketing.com Order the book! Content Marketing, Engineered https://bit.ly/contentmktgeng
Find out why conversations are so important to our health, careers, and personal growth, and learn practical tips to becoming a better conversationalist. Two-time book author and former technology marcom professional Patti DeNucci wants to inspire you to improve (and enjoy!) conversations, whether those take place in a social or professional setting. I couldn't think of a better time to spend some mental energy on this topic, with a post-pandemic re-emergence into face-to-face gatherings, or for some, hesitation to even engage IRL. In Patti's new book, More Than Just Talk: An Essential Guide for Anyone Who Wants to Enjoy Better Conversations, you'll learn why conversations are so important to our health, careers, and personal growth. She walks you through barriers and obstacles to good conversations and calls us out on some excuses we've probably all used to avoid social situations. In the episode, you'll hear how setting intentions and preparation will provide focus and confidence. We also touch on several concepts from Patti's "Conversation Toolkit" including my favorite, becoming a "Possibilitaritan." Having better conversations includes a healthy dose of listening, and Patti explains what prevents people from actively listening and how to improve this key skill.One of my favorite tips comes at the very end of the episode where Patti tells us how to perform the "sniff test" and warns us to make sure this is done in private. Be sure to listen for that nugget!More Than Just Talk follows on the heels of Patti's first book, The Intentional Networker.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 how the Ansys product marketing team shifted from siloed activity to a unified marketing language and became one of the company's most respected groups. Rich Goldman, Ansys Director of Product Marketing, has enjoyed a storied career journey in semiconductor, photonics, and electronics design. It seems that wherever he goes, he creatively and effectively solves challenges. He's helped the country of Armenia recruit tech businesses by establishing a presidential award in engineering. He's co-authored a book amongst the likes of famous scientists and astronauts on the symbiotic relationship of the space and technology industries. And in his latest role, he's inspired a large marketing organization to adopt a common framework and processes to be more strategic in their content marketing efforts.During the episode, you'll hear how each business silo was using its own planning framework and vernacular for content marketing, making collaboration difficult and overwhelming corporate marketing resources. To solve this, Rich and Ansys CMO Scott Richardson held an organization-wide, 12-week workshop group based on the book Content Marketing, Engineered. The timing was perfect with marketing planning held directly after the conclusion of the workshop.Through this approach, the product marketing and corporate marketing teams are now aligned on foundational marketing principles, including a planning framework, vernacular, and metrics. Planning is now conducted in a rolling 12-month quarterly calendar, helping teams to prepare by looking ahead while still being nimble with shifting business needs. Not only did this effort lead to revenue growth, but the product marketing organization is also now recognized as a strongly performing group.Rich also shares details about the company's writing process, rolling 12-month planning approach, and a big 2023 focus on measurement and attribution.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
eCommerce is not just for large, transactional manufacturers. Learn how to take friction out of the buyer's journey with helpful digital assets.When you think of eCommerce in manufacturing, you may instantly envision a store experience where visitors can purchase low-cost widgets. In reality, eCommerce is much broader and includes numerous diverse digital tactics.Curt Anderson, Founder of B2B Tail, has experienced the evolution of eCommerce, starting from the dot.com boom which he jumped into with both feet.  He helps small and medium-sized manufacturing companies identify how eCommerce strategies can help remove friction from the buying process, help buyers make informed decisions, and create a more efficient sales process.During the episode, Curt expands the view of eCommerce beyond the store, including product configurators, ROI calculators, essentially all digital experiences that help the buyer specific and purchase. He also explains how with today's enabling technology, many of the more sophisticated eCommerce tactics of the past are affordable and within reach for smaller manufacturers.Curt is a passionate educator and resource for manufacturers. He co-hosts a weekly LinkedIn Live show called Manufacturing eCommerce Success with Damon Pistulka. He also supports the Manufacturing Extension Partnership (MEP) by producing member webinar series on marketing and digital transformation topics.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 how Keysight connects with engineers through owned and external communities.Daniel Bogdnoff is a technical content marketing leader best known as the Resident Geek at Keysight. Leveraging his EE education from Texas A&M University (whoop!), innate curiosity for all things electrical, and enthusiastic personality, Daniel turned a small pilot video series into a corporate-wide channel with over 105,000 views.During the episode, you'll learn the history behind Keysight Labs and how video has helped the company to grow, engage and educate their community through the channel. We also touch on the popularity of webinars and the shift in format, from talking heads with PowerPoint recordings to live streams where attendees can tap an expert in real time. Daniel is also the host of Moore's Lobby, a podcast produced by EE Tech. This is one of many ways Keysight gains exposure to communities outside its own. They also successfully partner with creators who have their own YouTube channels and podcasts, and this is especially interesting when pairing a niche application show with a similarly-niched product. 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 which major projects and areas of investments are leading to the best results for TREW Marketing clients. Most of us are deep into marketing planning for 2023, and to help, we’ve been running a trend series to provide you with helpful information as you decide where to investment and make those important budgetary tradeoffs. (If you missed the previous trend blogs and podcast epiosde, you can find those through the links below).On this episode I share 5 major areas of investment for TREW Marketing’s clients. You’ll hear specific tactics being used and most importantly what is producing the best results. These areas include:Persona-based content marketing campaignsCorporate brand refreshShifting from owned community to external industry communitiesReturn of "big splash" product launchesHelping sales overcome objections with a strong value proposition
Learn what topics were trending and TREW's big takeaways from INBOUND, Content Marketing World, MozCon, The Martech Conference, and the PMM Summit.In this episode, I'm joined by several senior members of the TREW Crew to share the big trends and takeaways from conferences we each attended in Fall 2022. These included:INBOUNDContent Marketing World (CMW)MozConThe Martech ConferencePMM Summit Here are just a few of the topics we covered during the episode:Lee Chapman, TREW President, shared a key INBOUND theme of connectedness. Emerging from the isolated Covid times, marketers (and humans in general) are seeking ways to feel connected. One has a sense of this at in-person conferences, where people are more eager than ever to talk to the stranger in the next chair over, and online, where new communities are springing up as gathering places for learning and connecting. Lee's favorite presenter was Dale Bertrand from Spark and Fire who provided in-depth advice on how to diagnose and improve SEO performance. Morgan Norris, TREW Senior Brand Strategist, reports that pillar pages are still a thing! Demonstrate your expertise and help your buyers by publishing long-scrolling web pages packed with relevant, connected content. You can score high marks with Google AND with prospective buyers through this strategy. While at CMW, Morgan tried out several AI tools for content marketing, nabbed the top score at a content-themed whack-a-mole game, performed at the Rock and Roll Hall of Fame (sort of), and presented with yours truly during the CMW Industrial Marketing Summit. Morgan's favorite presenter was Lisa Gately from Forrester who covered thought leadership – what it is, what it isn’t, and how to create a thought leadership campaign.Erin Moore, TREW Account Director, was the overachiever that fit in two conferences: MozCon and The Martech Conference. A big focus at MozCon (and INBOUND and CMW!) was Google's greater emphasis on EAT: expertise, authoritativeness, and trustworthiness. Partly in response to the misinformation of today's times, brands need to do more to build their authority. This might be niching further down, creating even MORE content on a subject (and tying it together with that pillar page), and publishing author bios along with blogs and articles. Erin's favorite presenter, Lily Ray from Amsive Digital, went into the background on EAT, the Google patents that she thinks went into it, and a lot of fantastic examples to showcase how Google can piece together an entity's authority.Collaboration and AI-assisted content marketing and SEO were also big topics at The Martch Conference. During the episode you'll hear Erin share an easy "hack" for figuring out trending keywords used by your target personas, so be sure to listen for that. Rounding out the five events, I attended the Product Marketing Manager Summit along with TREW client Rich Goldman from Ansys, who presented a content marketing collaboration between our two teams on a GIANT movie theater screen. About half of the sessions were themed around positioning and messaging, along with how to do content marketing at scale and ways to support sales. I had two favorite quotes, one of which “The Gartner buyer’s journey is REAL, y’all” refers to just how much of a slog the long B2B technology buyer's journey can be, and pivotal ways marketing can help. For show links and more, visit the Co
When it comes to influencer marketing, there are remarkable differences between the B2C and highly technical B2B worlds. Find out why.  Stuart Cording is a reformed electrical engineer turned technical writer who studies and educates about the electronics and semiconductor industry. In short, he is a B2B technical influencer.When you hear the word influencer, you might conjure a celebrity promoting designer clothes on Twitter or a teenager trying 40 different shades of lipstick on Instagram. While some of the same channels might be leveraged, Stuart explains how being an influencer in a technical B2B industry is a bit unique.For one, the influencer needs to have enough expertise to understand how a product works and where it might be best used. They may not always get their hands physically on a product, given constraints such as pricing or size. They also don't need the massive reach of a B2C influencer, rather a deep niche focus will produce more traction. These are some of the reasons why there are not as many influencers in the electronics and semiconductor space today. During the episode Stuart and I debate the differences between industry trade press editors and influencers, and he covers the types of services that technical B2B influencers provide. 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
Two cybersecurity experts having an authentic conversation leads to business growth and chart-topping podcast listenership.When you fire up a Zoom call for a conversation with NuHarbor CEO Justin Fimlaid and VP of Product and Engineering Jack Danahay, you soon discover that these two have distinct chemistry and philosophical alignment on most things in the cybersecurity world. Given this, it was not very surprising to me to learn that their podcast, PWNED (that's pronounced "poh-nd" to us non-cybersecurity people) has a massive following, breaking the top 100 in both the U.S. and UK. During the episode, Justin and Jack share their story, from how they met and discovered their aligned views, NuHarbor's "respectfully edgy" brand personality, and how at the heart of it all is walking the walk with their audience. They fully understand the needs and frustrations of their buyers, including piecemeal solutions and oversimplified value propositions that overpromise. Through NuHarbor's content marketing, with PWNED playing a key role, they've discovered that adopting an authentic voice and helpful, specific advice has attracted the professionals they most want to work with, those that look at the cybersecurity world through a similar lens and are aligned with NuHarbor's approach.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 how to take a strategic and proactive approach to content planning. Jennifer Dawkins, Vice President of Account Services at TREW Marketing, is an expert in content planning for both start-ups and enterprise companies. When it comes to the latter, she's seen her share of Content Managers who are overwhelmed with requests and have no formal process for planning and prioritizing content projects. This leads to random acts of content, lack of insight into performance, and a ton of aging content which can be detrimental to the brand.During the episode, Jennifer shares key steps in developing a content plan. It starts well before the first content brainstorming session, as all content should tie back to a campaign with identified personas and success metrics. She walks us through how to conduct a content brainstorming session using a content topic cluster framework, and shares who should (and should not) be in the room. We also cover accountability, measurement, how to handle ad-hoc content requests, and an approach to auditing aged content.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
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Courtney Medynski

19 min

Sep 20th
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