Explorez tous les épisodes du podcast Content Marketing, Engineered Podcast | TREW Marketing
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| 2026 Marketing Trends: The Power of a Strong Differentiated Strategy | 11 Dec 2025 | 00:24:31 | |
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-standing content and inbound strategies were forced to evolve. Marketers saw firsthand how important differentiation, depth, and authentic expertise is to stand out and earn trust. AI Has Leveled the Tactical Playing Field According to Lee, 2024 and 2025 were years of experimentation. Marketers used AI to produce content faster than ever but this caused everyone to sound alike and create an overwhelming amount of noise. Lee says the biggest trend for 2026 is a differentiated strategy. With AI providing instant answers to basic queries, surface-level content no longer cuts it. Technical buyers still end up on your website, and when they do, they’re looking for clarity, technical depth, and authenticity. If your content doesn’t communicate a strong value proposition and true expertise, it’s easy for prospects to bounce back to AI or head to a competitor. Your Website Must Earn Its Keep Lee highlighted two extremes plaguing engineering websites today:
Both fail to meet the needs of technical buyers. Lee recommends a website and content audit using a keep/kill/create framework, elevating high-value content, and ensuring users can find what they need with minimal clicks. Trade Shows: Substance Over Swag Events are booming again, but many companies are “checkboxing” their presence rather than building a strategic plan around them. Lee stressed the importance of:
Content: Go Deep, Get Specific, Prove It Technical audiences still value white papers, webinars, case studies, and research if they contain meaningful depth. Lee emphasized developing more proof-driven assets, including unnamed case studies when needed, and turning high-performing content into webinars or videos. Voice-of-customer research and even closed-lost surveys are underrated tools for uncovering differentiators AI can’t replicate. Resources
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| Comparing Research Behaviors of Career Pros and Next Gen Engineers | 05 Dec 2025 | 00:33:36 | |
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 Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy.
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| Brand Marketing with Technical Publications — From PR to Ad Campaigns | 24 Jul 2025 | 00:29:18 | |
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 awareness in a competitive market. Key Takeaways
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| Generative AI Update - News, Tools, Prompting, Crafting A Company Policy | 13 Apr 2023 | 00:32:47 | |
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. In this episode we cover:
Morgan 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.
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| GA4 is Here...It's Time to Bid UA Farewell Forever | 06 Apr 2023 | 00:22:15 | |
Learn the differences between Google Analytics 4 (GA4) and Universal Analytics and find out how to transition to GA4. A few key points you'll hear during the episode:
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!
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| Daily Videos Part of a Robust Content Marketing Strategy For Optics Manufacturer | 23 Mar 2023 | 00:27:34 | |
Learn how a leading optics manufacturer uses daily videos and other content marketing tools to differentiate from their competitors. 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. Connect with TREW Marketing
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| Heard at ERA: Recap of the 2023 Electronics Representatives Association Conference | 09 Mar 2023 | 00:40:49 | |
Hear the latest electronic components industry and marketing trends presented at the 2023 ERA conference. Some of our marketing takeaways include:
Some of our industry takeaways from a fascinating closing keynote by Michael Knight, President and CEO of Endries International, include:
Resources
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| Generative AI For Industrial Content Development: a ChatGPT, Writer, and Jasper Showdown | 23 Feb 2023 | 00:36:31 | |
Can AI tools help to develop content targeted to engineers and technical buyers? 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. Resources
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| The Path to Achieving Corporate Thought Leadership | 10 Feb 2023 | 00:28:20 | |
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? 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. | |||
| Enjoy Better Conversations and Unlock Possibilities with Patti DeNucci | 26 Jan 2023 | 00:35:55 | |
Find out why conversations are so important to our health, careers, and personal growth, and learn practical tips to becoming a better conversationalist. 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 | |||
| From Marketing Book Group To Corporate Cohesion | 06 Jan 2023 | 00:30:52 | |
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. 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. | |||
| eCommerce for All Manufacturers | 15 Dec 2022 | 00:30:36 | |
eCommerce is not just for large, transactional manufacturers. Learn how to take friction out of the buyer's journey with helpful digital assets. 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. | |||
| Why Does Keysight Have a Resident Geek? | 01 Dec 2022 | 00:31:03 | |
Learn how Keysight connects with engineers through owned and external communities. 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 | |||
| Extending your Corporate Message Successfully as your Brand Grows | 10 Jul 2025 | 00:32:21 | |
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 Chris's journey in the company, the importance of internal messaging, leadership support, and the need for consistent communication across platforms, especially while acquiring multiple brands and entering new sectors. Key Takeaways
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| Trends at TREW Marketing | 10 Nov 2022 | 00:12:22 | |
Learn which major projects and areas of investments are leading to the best results for TREW Marketing clients. 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:
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| 2022 Fall Marketing Conference Round-Up | 20 Oct 2022 | 00:53:25 | |
Learn what topics were trending and TREW's big takeaways from INBOUND, Content Marketing World, MozCon, The Martech Conference, and the PMM 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. | |||
| Influencer Marketing in Electronics and Semiconductor | 06 Oct 2022 | 00:25:53 | |
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.
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| Edgy Authenticity in Cybersecurity | 22 Sep 2022 | 00:45:47 | |
Two cybersecurity experts having an authentic conversation leads to business growth and chart-topping podcast listenership. | |||
| Lasso Your Content Chaos | 08 Sep 2022 | 00:28:13 | |
Learn how to take a strategic and proactive approach to content planning. 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. | |||
| Gratitude Culture as a Competitive Differentiator | 25 Aug 2022 | 00:28:37 | |
Creating and promoting a company culture of gratitude leads to higher recruitment and retention success rates. Listening alone isn't enough, of course. Managers need to have the resources and authority to act upon feedback. Marketing has the opportunity to use internal feedback to inform brand messaging for both internal and external campaigns. During the episode, you'll hear Lisa and I bat around ideas of how leadership, HR and marketing can all work together to better define a gratitude culture and craft messaging that will not only reinforce this culture internally but be used externally for recruiting. She also discusses her take on the Great Resignation and how individual priorities and expectations from their work culture have permanently shifted across generational lines. When Lisa is not on the keynote stage or consulting with manufacturing companies, she is in the host seat of her podcast, The Manufacturers' Network. | |||
| 2022 Content Marketing World Industrial Summit Preview | 11 Aug 2022 | 00:27:12 | |
Take a sneak peek at the speakers and topics included at the 2022 Industrial Marketing Summit, a one-day event held as part of Content Marketing World. As the event sponsor representing CADENAS PARTsolutions, Adam has put together a stellar line-up of industry marketing leaders to share inspirational ideas and practical advice for industrial marketing professionals. Adam tapped Joe as the event host and panel facilitator. He will not only introduce speakers, he'll also help to pull out relevant points of value for the audience. Here is the line-up for the day: Panel: Marketing for Manufacturers: Creating content to power direct AND channel sales Presenters:
Session: Inside the Mind of the Technical Buyer: Create the Content your Prospects Actually Want Presenters:
Session: Earning a Seat at the Exec Table: A Field Guide for Marketers in Traditional Industries Presenter:
Session: Meeting the Customer where they are: Content Delivery in the Digital Environment Presenters:
For more information about the 2022 Industrial Marketing Summit, visit the event page on the CADENAS PartSolution website. There you'll find more in-depth information on each session, and links to a registration page for Content Marketing World. You can also visit the Content Marketing World page directly if you are ready to register now. Reach out to Adam, Joe, or myself for a registration discount code before you take that last step! We look forward to seeing you in Cleveland on September 15th. | |||
| Nimble Event Strategy with Garrett Burnett | 28 Jul 2022 | 00:30:11 | |
With travel and supply chain uncertainty, it's more important than ever to adopt a nimble, adaptive approach to events. Garrett Burnett, Head of Global Events at Silicon Labs, says that one of the most important traits of an events professional is adaptability. It's not IF something will go not according to the plan, it's WHAT. An effective events person is ready with plan B and C without skipping a beat. Never has this trait been more important (and more put to the test) than in these early post-Covid times. Between airline staffing shortages, new Covid outbreaks and supply chain issues, there are a lot of external forces impacting events as normal. There's also lots of room for learning, growing and retooling. During the episode, Garrett walks us through SI Labs approach to industry events in 2022-2023, their user conference WorksWith, and innovative approaches to webinars and workshops. You'll hear the outcome of his recent trip to Embedded World in Germany, and how SI Labs is bringing live and interactive elements to their virtual developer conference. We also debate event success metrics, how to extract more value from event content, and basically geek out on all things events -- one of my favorite marketing topics. | |||
| Maximizing Membership in an Industry Association | 14 Jul 2022 | 00:19:11 | |
Learn about the types of benefits that industry associations provide to their members, and why marketers should think beyond the logo on the website and invest time to explore all the ways association membership can help meet corporate marketing goals. | |||
| The Scrappy Solo Tech Marketer | 30 Jun 2022 | 00:20:00 | |
Executive buy-in, fractional investor support, and intern talent help a solo tech marketer succeed. Azumo recently underwent a full re-brand, from their name and visual identity to their messaging and website. To pull this off, Diana relied heavily on help from an experienced marketing pro engaged by the investment group that has a stake in Azumo. Diana also engages agency support and interns with a talent for design and writing -- areas that complement Diana's skills as a holistic marketing strategist. Diana has worked at both software and hardware companies, and the most remarkable difference she noted was in the length of the buying cycle. A SAAS product might be an eight-week decision whereas the cycle for Azumo's front-end displays can be as long as 18 months, if not more. This difference translates to varied marketing strategies and, in the case of longer sales cycles, less insight into marketing attribution to the sale. Diana recommends that other solo tech marketers look to industry blogs, social networking, peer feedback, and trusty Google when learning and growing as a professional. | |||
| How to Create Kick-Ass PR Campaigns for Engineering Companies | 09 Jul 2025 | 00:41:41 | |
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 public relations (PR) and its significance in today's marketing strategies. The conversation covers the barriers marketers face in implementing effective PR campaigns, the importance of identifying newsworthy content, and the best practices for executing successful PR strategies. Morgan shares insights from a recent successful PR campaign for Path Robotics, illustrating the impact of a well-structured PR approach. The episode concludes with practical advice for marketers looking to enhance their PR efforts.
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| Video Marketing with Friends in Manufacturing | 16 Jun 2022 | 00:27:54 | |
Learn how a machine tools company uses video and podcasting paired with co-marketing and an action-oriented agile process to grow awareness. One of the biggest game-changers in their marketing program was what Eddie coined "buddy marketing" where Flex Machine Tools pairs with complementary manufacturers and distributors to expand their reach by tapping each other's networks and defray costs. Some examples include advertising and tailored videos. Where Eddie seemed most passionate was when talking about the Flex and Friends video podcast, which he hosts. He is thrilled to give others in the industry a platform to tell their stories and learns something new from every interview. Each interview is repurposed in numerous ways to extend the content investment. | |||
| Ramping Up in a New B2B Marketing Role | 02 Jun 2022 | 00:24:29 | |
Starting a new marketing position at a technical B2B can be a daunting time. How can you ramp up and add value quickly? During the episode, Alicia walks through 8 key steps for a new marketer to follow when ramping up with a new technical B2B company. They include:
Be sure to catch the end of the episode with Alicia's advice for Marketing Managers who are planning to onboard new marketing staff. | |||
| Moving to Google Analytics 4 | 19 May 2022 | 00:23:46 | |
Learn why GA4 is replacing Google's Universal Analytics platform, and what actions you need to take by July 1st to capture key reporting data. One of the most exciting benefits we discussed was for content marketers. With GA4 you'll be able to measure how far someone scrolls on blog posts, long web pages, even video. This helps inform content/page length and where your call-to-action button should be placed. Keith highly encourages marketers to add GA4 code to their site before July 1, 2022 so that they have a full year of data by July 1, 2023 -- the date that Google turns Universal Analytics off for good and everyone is on GA4. Otherwise your year-over-year data will look more like a "we used to measure X and now we measure Y but we didn't have Y last year so I don't know how we are doing" sort of thing. During the episode he walks through which specific actions to take now, and which ones can wait until closer to that 2023 date. | |||
| How Manufacturing Marketers Impact Rep Growth with Ellen Albright | 05 May 2022 | 00:31:22 | |
Learn how manufacturing companies can better support their channel sales reps through content, marketing programs, and the martech stack. Marketing plans start with new product introductions which are then supported by industry/application campaigns specific to regional needs. Every campaign has an element of sales support, whether through content assets, multi-touch email workflows, or other downstream activities. Automation is key for Ellen in areas such as lead scoring, lead routing, and targeted email workflows. During the episode Ellen shares how the pandemic offered an opportunity for her to plan a more active role in training channel sales reps on digital marketing and selling, and creating new programs for them to leverage. One of these was a multi-touch email campaign personalized to the rep company utilizing content from E-T-A. This was a win-win, as Ellen had more control over the message, the rep leveraged marketing automation functionality not found in-house, and both could gain a fuller picture of which prospects were engaging and more likely to convert to customers.
For show links and more, visit the Content Marketing, Engineered podcast blog
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| Company Culture Communication with Lee Chapman | 21 Apr 2022 | 00:30:52 | |
Learn how companies define, reinforce and promote their culture to recruit and retain talent. During the episode Lee gives many examples of company culture in action, from keg deck parties and family picnics to service events and Trello wedding planning boards. We examine who is responsible for defining and owning culture, ways to communicate and promote culture, and opportunities to uncover and tackle culture issues. Employee onboarding, six-month reviews, and exit interviews are all good touchpoints to seek out culture feedback. Is there alignment between the company's core values and the culture? Misalignment may be the catalyst for an operational change, such as adopting a new software tool, or an outdated notion of values, such as evolving workforce needs. Content plays a significant role in defining and reinforcing culture, both internally and with external stakeholders such as prospective customers and new hires. Communicate about your culture through the "about us" company page, employee videos, blogs and social posts (just to name a few). | |||
| ABM Readiness, Measurement, and Winning Tactics with Joe Quinn | 07 Apr 2022 | 00:44:55 | |
Award-winning ABM strategist shares his decade-long journey with ABM and advice for getting started or improving your programs. Many companies may think they need to be doing ABM given how buzzy it is in our marketing world, but here are a few criteria Joe suggests using to assess whether or not your organization is ready for ABM:
If all signs look positive, Joe suggests a multi-phase ABM framework with associated metrics, including account research and prioritization, content development, tailored tactical execution, and closed-loop reporting. During the episode Joe shares some of his award-winning ABM tactics, including case study briefs, customized LinkedIn introductions from Account Managers, and contact acquisition. We also touch on the role of technology to help enhance, automate and measure ABM initiatives -- and when these should and should not integrate into the CRM or other platforms in use. | |||
| A Technical Leader's Inbound Marketing Journey with Matt Eurich | 24 Mar 2022 | 00:22:06 | |
Coming up through the technical ranks to leading a business, how do executives ramp up and keep up with inbound marketing? During the episode you'll hear how, over a decade, WTI went from a trade show and brochure website approach to a holistic inbound marketing model where content investment made the greatest impact. He describes some of his a-ha moments and tools that were most helpful to keep things on track, such as a marketing scorecard and content editorial calendar. You'll also learn that WTI's high-performing marketing program helped raised its valuation when seeking to be acquired and what happened next to the WTI brand and other entities that were acquired. His advice to other technical leaders? Find a strategic marketing partner and trust them and their process. Even if some of what they bring to the table sounds odd at first (you'll hear him poke fun at persona development), trust in your marketing partner and their proven experience. (Spoiler alert: he now thinks personas are one of the best things that has ever come out of marketing planning). | |||
| Evolve Your Google Adwords Strategy with Glenn Schmelzle | 10 Mar 2022 | 00:36:40 | |
The Google Adwords platform has grown tremendously in sophistication. Are you keeping up? By applying AI, Google continues to make significant changes to which advertising campaigns are accepted, how ads appear, who they appear for, and what the ad says. During the episode, Glenn fills us in on how the platform has evolved and big changes that are afoot for 2022. Some of these changes have introduced more complexity for the marketer, but also better performing ads through context and relevancy. Glenn is the podcast host of The Funnel Reboot, a show that shares strategies from leading marketers. | |||
| Communicating Through Body Language With David Schneer | 24 Feb 2022 | 00:37:28 | |
David Schneer is a Ph.D., CEO, and Body Language Master Trainer at The Merrill Institute. Through conducting qualitative focus groups in the electronics industry for 30 years, he recognizes that each and every one of us are surrounded by communications contradictions. David became passionate about helping business professionals and other interested folks (hello parents of teenagers!) discern someone's truth through body language. During the episode, David quizzes me about common body language myths, such as reading someone from an expression or a handshake, and figuring out when someone is lying. He also provides practical advice on how to facilitate effective communications in the workplace, such as creating a comfortable environment. We also discuss how to read body language via Zoom, when only a portion of someone's body is in view. Viewer note: our Zoom video feed cuts out around 18 minutes into the episode, but the audio file sounds great. Our apologies for this technology hiccup. | |||
| Manufacturing Marketing Research Findings with Lisa Beets | 11 Feb 2022 | 00:17:53 | |
Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. During the episode, Lisa walks me through CMI's Manufacturing Marketing report and we discuss several datapoints that jumped out to us both, such as:
We concluded that there was a close synergy between the CMI Manufacturing Marketing Report and the TREW Marketing & Global Spec State of Marketing to Engineers report, and that both are helpful for marketers to educate and advocate for content marketing with internal leadership. | |||
| A Technical Editor-in-Chief's Perspective on PR Best Practices | 01 Jul 2025 | 00:28:23 | |
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 relations, content marketing, and journalism, particularly in the context of technical publications. They explore how news consumption has changed over the years, the impact of AI on content creation and journalism, and the importance of press releases. Brian shares insights on best practices for brands to engage with media effectively. Key Takeaways
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| 2022 State of Marketing to Engineers Research Highlights with Christian Haight | 27 Jan 2022 | 00:26:41 | |
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.
For show links and more, visit the Content Marketing, Engineered podcast blog | |||
| Context Matters: Writing for Engineers with Adam Kimmel | 13 Jan 2022 | 00:25:08 | |
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. | |||
| 2021 Wrap Up and Look Ahead to 2022 | 30 Dec 2021 | 00:11:54 | |
Shifting strategy, LinkedIn, media and advice from technical marketers in the trenches were all highlights of our 2021 podcast season.
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 | |||
| Media Miniseries | Successfully Pitching Media with Lisa Peterson | 16 Dec 2021 | 00:30:00 | |
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. 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. | |||
| Media Miniseries | Using Newswires in Your Media Strategy with Glenn Frates | 14 Dec 2021 | 00:27:23 | |
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. 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. | |||
| Media Miniseries | Connecting Via Online Communities with Erik Jansen | 09 Dec 2021 | 00:27:50 | |
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 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. | |||
| Media Miniseries | Match Your Marketing Goals to Advertising Products with Patrick Carmody | 07 Dec 2021 | 00:35:08 | |
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. 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. | |||
| Media Miniseries | Intro to Advertising for Technical B2B Companies with Lee Douglas | 02 Dec 2021 | 00:38:25 | |
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. 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 | |||
| Media Miniseries | Engaging Technical Editors with Gary Lerude | 30 Nov 2021 | 00:38:04 | |
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. 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 | |||
| Your 2022 Marketing Planning Guide, Jennifer Dawkins | 22 Nov 2021 | 00:29:43 | |
Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. 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. | |||
| Lessons from the Automate 2025 Show Floor | 22 May 2025 | 00:26:14 | |
In this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, and effective marketing practices. They explore the historical context of the show, share insights on attendee engagement, and emphasize the importance of follow-up strategies post-event. The conversation also touches on networking opportunities and the excitement surrounding future events in the industry.
Key Takeaways
Resources | |||
| Misconceptions About Engineering & Scientific Buyers with Sandy Williams | 18 Nov 2021 | 00:42:07 | |
Too many marketing and sales professionals are targeting technical buyers with approaches that are either too aggressive, too fluffy, or too dry. Fluffy content is a big trust-breaker. Sandy recommends quality over quantity, saying that technical buyers tend to lurk more than share, absorbing information incognito until late in the buyer's journey. Marketing attribution can be difficult with this type of behavior, with engagement metrics not telling the full picture. During the episode, Sandy shares a list of "don'ts" for technical marketing and sales professionals and provides greater insight into the minds of the engineer and scientific buyer.
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| Using a Data-Driven SEO Approach with Kyle Roof | 04 Nov 2021 | 00:32:07 | |
Analysis and testing are key on-page SEO tactics that can significantly lift search engine rankings. This of course doesn't mean that fresh, quality content isn't important to converting prospects to customers. But it is clearly a call-to-action for marketers to spend time analyzing and testing SEO tactics on key pages. Kyle points to four key areas within a page that Google scans to determine ranking for a keyword or phrase. By just focusing here, companies may see a significant boost. Throughout the episode, he also provides pointers on how to research competitors and use SEO analysis software tools for more insight and direction. When looking to supplement some of the popular SEO tools with specifics for page optimization, Kyle and his team developed their own algorithm which has evolved into the software tool PageOptimizer Pro. They also offer SEO training through a program called Internet Marketing Gold.
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| INBOUND 2021 Recap with Julia Fellows | 21 Oct 2021 | 00:22:34 | |
Did you miss INBOUND 2021? Never fear, we have you covered with this recap episode. Email marketing has been hugely important to fill the face-to-face void during these COVID days, so it's not a surprise that this was a hot INBOUND topic. Speaker Jay Schwedelson from Subjectline.com shared insights into what's really working now. He broke down two specific ways to improve open rates: personalize the sender name, and use special characters in the subject line. Also popular were the ABM sessions, such as the presentation by Terminus' Justin Keller. He emphasized the importance of sales and marketing alignment for ABM to gain traction, and encouraged companies new to ABM to start with content and personalization There was also buzz around RevOps, no doubt a focus since HubSpot's product announcements were mostly tied to this topic. The idea is to make the customer's experience with your brand as streamlined and frictionless as possibly, and to accomplish this, you need organizational alignment, data and connected systems. HubSpot Co-Founder Darmesh Shah gave some powerful examples from his own car shopping experience to prove the point that customers expect consistency, but companies are siloed and struggle to deliver a consistent experience. While these are a few highlights, Julia shares even more during the episode. Also, look for a TREW Marketing blog post on HubSpot's new product announcements coming early next week. | |||