Explore every episode of the podcast Content Marketing, Engineered Podcast | TREW Marketing
| Title | Pub. Date | Duration | |
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| What’s Working on LinkedIn for Industrial Marketers Right Now | 11 Sep 2026 | 00:28:29 | |
LinkedIn remains one of the most important social media platforms for industrial marketers trying to reach engineers and technical buyers. But succeeding on LinkedIn looks different than it did a few years ago. Company pages still matter, but individual thought leaders can often gain more traction and amplify your message. We discuss what strategies marketers should prioritize on LinkedIn today. What Should Industrial Marketers Prioritize on LinkedIn? Industrial marketers should build a LinkedIn strategy that combines company-page content with individual thought leadership. Why Is Thought Leadership Important on LinkedIn? Thought leadership helps companies extend their reach beyond what their corporate LinkedIn page can achieve alone.
Start with the people who are easiest to activate, then expand your program over time. Executives, founders, and salespeople are often the easiest place to begin because they may already be comfortable posting or building their personal networks. However, some of the most valuable voices can also be the hardest to activate: engineers and technical subject matter experts. Technical audiences want to hear from people who understand their problems firsthand. An engineer explaining how they approached a design challenge may be more compelling than the same information presented as a traditional brand post. A strong thought leadership program can therefore include a mix of:
What Should LinkedIn Thought Leaders Post About? Thought leadership content should connect to your broader marketing strategy while reflecting the expertise of the individual posting it. Start with your existing campaigns, product launches, company messaging, customer challenges, and educational content. Then adjust the angle based on the person sharing it. For example, several employees could support the same product launch without posting the same message.
This approach allows industrial marketers to get more mileage out of existing campaigns without simply copying corporate posts onto employees’ profiles. Do Personal Posts Belong on LinkedIn? Yes. Personal content can help LinkedIn thought leaders increase reach, build familiarity, and make their professional content more effective. Photos from events, travel, team activities, career and personal milestones, and other personal experiences can give audiences a reason to stop scrolling. Those posts may also generate stronger engagement than traditional business content, which can increase the overall visibility of an individual’s profile. Personal posts should still use good judgment. Highly controversial topics or posts far outside what someone is comfortable associating with their employer may create risk. But authenticity itself is not something industrial marketers should be afraid of. Are LinkedIn Thought Leadership Ads Worth Testing? Thought leadership ads can be an effective way to expand the reach of strong individual posts while being significantly less expensive than other LinkedIn Ad types. Instead of building an advertisement from a traditional branded graphic or video, LinkedIn thought leadership ads allow companies to promote posts from individual profiles. This works particularly well when the original content is already educational and credible. At TREW, we have experimented with promoting thought leadership posts from experts. In our experience discussed, these posts have produced strong engagement and relatively efficient results compared with some traditional LinkedIn ad formats. For industrial marketers already investing in LinkedIn advertising, thought leadership ads are worth testing when you have a particularly strong organic post. Do Company Pages Still Matter on LinkedIn? Yes. Industrial brands should still maintain an active LinkedIn company page. Some content formats are particularly useful for generating engagement, while others may be better at generating reach and impressions. Document posts, sometimes called PDF sliders or carousel-style posts, can be particularly effective for engagement because users click or swipe through multiple pages. Multi-image posts can have a similar advantage because users interact with the post as they browse the images. Higher interaction can signal to LinkedIn that users find the content useful. On the reach side, industrial marketers may see stronger results from:
A strong company-page content calendar should include a mixture of formats rather than optimizing every post around a single metric. How Can Industrial Marketers Improve LinkedIn Immediately? If your company has not developed an employee thought leadership program, start by identifying one person who is most likely to participate. Once you identify that person, audit their LinkedIn profile. Check:
Frequently Asked Questions About LinkedIn for Industrial Marketers Should industrial companies still post on their LinkedIn company pages? Yes. Company pages remain important for maintaining an active brand presence and distributing company content. However, brands should combine company-page activity with individual thought leadership to expand their potential reach. Who makes the best LinkedIn thought leader at an industrial company? Executives and salespeople may be easiest to activate, but engineers and technical subject matter experts can be particularly valuable because they can speak directly to the technical challenges audiences care about. How often should a new LinkedIn thought leader post? For someone new to thought leadership, one post every other week can be a realistic starting point. As the person becomes more comfortable and the content process improves, marketers can work toward a more frequent cadence. Do LinkedIn hashtags still work? Hashtags may provide some value, but they should not be the centerpiece of a LinkedIn strategy. Event hashtags remain particularly useful for joining conversations around conferences and trade shows. What LinkedIn post formats work well for industrial companies? Document posts, multi-image posts, team and event photography, and videos can all play different roles. Document and multi-image posts can encourage engagement, while people-focused photos and videos may help expand reach. What is the easiest way to start a LinkedIn thought leadership program? Choose one willing employee, optimize their LinkedIn profile, identify topics connected to your existing marketing strategy, and begin with a manageable posting schedule. During the episode, we also previewed TREW Marketing’s What’s Working Now webinar on September 24, which will cover actions industrial marketers can take today, over the next few weeks, and as they begin planning for 2027. We also shared an update on the 2027 Industrial Marketing Summit, taking place February 23 through 25 in Austin, Texas, including new sessions shaped by attendee feedback and covering topics ranging from marketing leadership and reporting to e-commerce and sales training.
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| Beyond the Booth: Building a Smarter 2026 and 2027 Trade Show Strategy | 28 Aug 2026 | 00:43:45 | |
Trade shows can be one of the biggest investments in an industrial marketing budget, requiring significant time, money and resources. So how can marketers make sure that investment pays off? This week, we discuss everything from the 18-month planning cycle, to prepping your sales team, to accurately following up and reporting on quality leads. In this episode, Wendy Covey is joined by TREW Marketing’s Kara Koch and Vicki Klanang Pfister to break down how industrial marketers can take a more strategic approach to 2026 and 2027 trade shows, from deciding which events deserve a spot on the calendar to creating an experience that attracts the right people.
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| Inside Quarterly Marketing Reviews: What to Report to Leadership | 06 Aug 2026 | 00:20:59 | |
Quarterly marketing reviews are more than a chance to report results. They're an opportunity to align leadership, evaluate what's working, identify what needs to change, and prioritize the initiatives that will drive the next quarter forward. TREW Marketing President Jennifer Dawkins shares her framework for running productive quarterly marketing reviews that keep teams focused on business goals, spark meaningful discussions, and ensure future decisions are backed by data. In this episode, TREW Marketing President Jennifer Dawkins shares her framework for running productive quarterly reviews. She explains that effective quarterly reviews should begin by revisiting the marketing goals established during planning. Rather than diving straight into dashboards, she recommends reminding stakeholders of the objectives everyone agreed upon and highlighting the major initiatives executed during the quarter. From there, marketers can review high-level health metrics before taking a deeper look at significant campaign performance, unexpected trends, and lessons learned.
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| How to Market Complex Products Without Being an Engineer | 24 Jul 2026 | 00:31:32 | |
Breaking into a technical industry can feel intimidating for marketers, especially when you're surrounded by engineers, product experts, and complex technologies. But you don't need to become an engineer to become an effective industrial marketer. In this episode, you'll learn practical strategies for building confidence, creating stronger content, and connecting with technical audiences. \ In this episode, Natae, Content and Brand Marketing Manager at Novaspect, shares how she immerses herself in new industries and markets by interviewing customers and subject matter experts, joining industry organizations, reading trade publications, and learning the language her audience uses. She explained her goal isn't to know every technical detail. It's to understand why customers care and what challenges they're trying to solve.
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| The Content Marketing Pivot to Thought Leadership and PR | 09 Jul 2026 | 00:25:21 | |
If your content strategy still revolves around publishing endless "what is" and "how to" articles, it's time to update your strategy. Learn why taking a clear point of view, investing in original research, and building credibility beyond your own website are becoming key differentiators in the age of AI search. In this episode, Sooraj Shah, Content Marketing Lead at Aikido Security, shares why thought leadership and PR are becoming more valuable than ever and how companies can create content that both audiences and AI trust.
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| How Industrial Brands Can Measure and Improve AI Visibility | 25 Jun 2026 | 00:33:30 | |
AI search is changing how buyers discover and evaluate vendors, yet many industrial companies have no idea whether they're being cited in tools like ChatGPT, Claude, Gemini, or Perplexity. Over the past few months, we've conducted AI visibility audits for several clients to uncover exactly how often their brands appear in AI-generated responses, and why. The findings revealed clear patterns separating brands that are consistently recommended from those that are virtually invisible. In this week's episode, we share what we've learned and outline four practical strategies that can help increase your visibility, authority, and chances of being cited by top AI platforms. In this episode, TREW Marketing's Kara Koch joined Wendy Covey to discuss the growing importance of AI visibility and the strategies industrial marketers can use to improve it. The conversation also explored the differences between SEO (Search Engine Optimization), AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). While traditional SEO remains foundational, marketers must now optimize content to become trusted sources for AI-generated answers.
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| Inside the European Engineer's Buying Journey | 11 Jun 2026 | 00:36:30 | |
How do European engineers research, evaluate, and purchase technology today? How do these behaviors differ from their North American counterparts? I sat down with Udo Bormann to discuss the 2026 State of Marketing to Engineers Research report with a European lens. In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europea-specific insights from the 2026 State of Marketing to Engineers research report. One of the most important findings: European engineers complete approximately 64% of their buying journey online before ever speaking with a salesperson. This is slightly higher than their North American counterparts. This means manufacturers must focus on becoming part of the research process rather than interrupting it. Resources
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| What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report | 28 May 2026 | 00:25:09 | |
For the first time in the report’s nine-year history, technical publications surpassed vendor websites as engineers’ top source for researching purchases, signaling a growing demand for trusted, third-party content. Listen to the latest episode of Content Marketing, Engineered to hear what we found most surprising in this year's State of Marketing to Engineers Research Report. In this episode, Wendy Covey and CJ Haight pull back the curtain on the 2026 State of Marketing to Engineers Research Report and explore the trends reshaping technical buying behavior. The conversation dives into the growing role of AI in the research process, revealing a fascinating contradiction: engineers are increasingly using generative AI tools, yet trust in AI-generated information remains low. Wendy and CJ discuss how technical buyers may be leveraging AI as a shortcut for discovery while still relying on verification from credible, independent sources. Wendy and CJ share practical advice for industrial marketers: invest in credible third-party visibility, maintain a strong and unique market position, and prepare for continued disruption as AI changes how engineers discover information online.
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| How Your Visual Brand Affects Your Sales and Recruitment Efforts | 14 May 2026 | 00:24:48 | |
When was the last time your updated your visual brand? An outdated visual identity could be costing you more than you realize. From lost sales opportunities to recruiting challenges and diminished credibility, visual branding isn’t just about looking polished; it’s a strategic tool for building trust, standing out from competitors, and attracting top talent. Paul Kiesche shares how to know when it's time to give your brand a refresh and the best practices to consider. In this episode, Paul Kiesche, President and Creative Director of Aviate Creative, shares how an outdated visual brand can be detrimental not only to your sales and marketing efforts, but your company's internal culture and external recruitment efforts as well. Paul shared that one of the biggest misconceptions in industrial marketing is the belief that buyers “don’t care” about creative. While technical buyers may prioritize seeking out technical content, they still make judgments based on professionalism and trustworthiness. A dated or amateur-looking brand can create hesitation, especially when prospects are making large purchasing decisions. Employee recruitment and retention is also a major reason to modernize you company's visual brand. Modern, polished branding can energize internal teams, attract younger talent, and help manufacturers compete for skilled workers in a tight labor market. So, when companies should consider a brand refresh? According to Paul, businesses that haven’t updated their branding in 10 years or more are likely already feeling the effects of an outdated brand. Signs can include declining engagement, difficulty hiring, or slower lead generation.
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| Media Training Tips for SMEs and Executives in Technical Publications | 30 Apr 2026 | 00:24:04 | |
PR becoming a critical strategy for visibility. In this episode, Morgan Norris, VP of Marketing at TREW, breaks down why PR matters more than ever and how to properly prepare subject matter experts and executives for media opportunities. One of the biggest shifts driving renewed interest in PR is the evolution of search and AI. Traditional website-first strategies are no longer enough. Today, brand visibility increasingly depends on being featured in trusted third-party sources like technical and trade publications. These outlets not only influence human audiences but also shape how AI models surface and prioritize information. To take advantage of this, companies need to rethink how they prepare their spokespeople. For SMEs, success starts with thoughtful media training. That includes providing briefing documents with background on the publication, the editor, and likely interview angles. Even a short practice session can help reduce nerves. SMEs should come equipped with real-world examples: customer stories, performance data, or application use cases to bring technical concepts to life. On the other hand, executive interviews require a different level of preparation. Leaders must align on what information can be shared publicly, especially when it comes to company data. Morgan recommends preparing key facts in advance and developing three core stories executives can consistently return to during interviews. This ensures messaging stays focused, strategic, and impactful. Across both groups, one theme stands out: consistency. Without clear, aligned messaging, PR efforts aren't as effective. Resources
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| Stop Selling, Start Educating: The Secret to Binge-Worthy Webinars | 16 Apr 2026 | 00:34:25 | |
Let's face it. Industrial webinars can be...forgettable. But what if yours could keep people watching for hours? Aya Takase produces 40 webinars a year. She breaks down how to turn technical expertise into binge-worthy content that educates, builds trust, and leaves viewers coming back for more. In this episode, Aya Takase, Head of Global Marketing Communications at Rigaku, shares how her team transformed webinars into a powerful, scalable content engine.One of the biggest insights is simple but often overlooked: meet your subject matter experts where they are. Many technical experts struggle to write blog posts, but they’re comfortable presenting. By turning webinars into the primary content format, Aya’s team unlocked expertise that would have otherwise stayed hidden. Finally, don’t let your webinar content go to waste. Repurpose recordings into blog posts, summaries, eBooks, and more. A single webinar can fuel an entire content strategy. Resources | |||
| Using Your Sales Team to Amplify Your Marketing Efforts | 02 Apr 2026 | 00:35:19 | |
Your marketing efforts may be strong, but are you using your sales team to take them to the next level? Many industrial marketers overlook sales as a powerful extension of marketing. In this episode, we show you exactly how to build relationships with your sales team to amplify your marketing efforts. In this episode, Wendy talks with, Luke Wittenbraker, Sales and Marketing Director at Mactech, about how building strong relationships with your sales team can significantly amplify your marketing efforts. Resources | |||
| Inside the Industrial Marketing Summit: Takeaways and Future Plans | 12 Mar 2026 | 00:28:48 | |
Missed the Industrial Marketing Summit? Wendy and Lee recap the biggest takeaways and behind-the-scenes moments from the event and even tease a few plans already in motion for 2027. Tune in to hear what industrial marketers can’t stop talking about this week. In this episode, Wendy Covey and Lee Chapman debrief the recent Industrial Marketing Summit, sharing behind-the-scenes insights, key takeaways, and innovative strategies discussed at the event. One of the most notable changes since last year’s summit was the dramatic increase in AI adoption among industrial marketers. While only about 10% of attendees reported using generative AI in their daily work the previous year, roughly 80% raised their hands when asked the same question this year. The discussion extended beyond experimentation to practical implementation, including custom GPTs, AI agents, and workflow automation. The Industrial Marketing Summit is already gearing up for its 2027 event, which Wendy and Lee said will be returning to Austin, Texas in late February. After another successful year, the team will review attendee survey feedback to refine the program and continue growing the conference experience. Planning will ramp up in the spring, with calls for presenters and sponsors expected around June. A notable addition for 2027 will be the introduction of the Industrial Marketing Summit Awards, designed to recognize standout work and innovation in industrial marketing. As the conference enters its fourth year, the goal is to build on its momentum while continuing to deliver a highly relevant, community-driven event. Resources | |||
| Evolving Your Website Alongside AI and Shifting Buyer Expectations | 26 Feb 2026 | 00:41:01 | |
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 your website for anymore? For years, industrial and B2B websites followed a predictable formula. Drive traffic through SEO and campaigns, guide visitors through structured navigation, capture a form fill, and nurture from there. But as John explains, that formula is breaking down. Buyer behavior has shifted dramatically. Prospects are increasingly turning to AI tools and large language models for answers, often getting the information they need without ever clicking through to a website. This not only improves user experience but also surfaces valuable insight for marketers. The questions buyers ask reveal content gaps, misunderstood messaging, and emerging needs. Key Takeaways
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| Accelerating Complex Industrial Sales Cycles with 3D Product Visualizations | 19 Feb 2026 | 00:28:17 | |
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 helping manufacturers modernize both their marketing and their sales funnels. Brochures, static images, and even trade show booths struggle to fully demonstrate large machinery, embedded systems, or intricate components. It's also very challenging to set up in-person demonstrations or ship large equipment to in-person events. So, sales and marketing teams must figure out how to effectively present a 10-ton machine or a fully integrated process line during an early-stage sales meeting. Key Takeaways
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| How Lean Marketing Teams Can Win With Video in 2026 | 12 Feb 2026 | 00:28:01 | |
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 one of the top-performing content types across channels. In this episode, Elise Beck, Senior Director of Product Marketing at Wistia, shares how today’s marketers can create impactful video easily and affordably, even with lean teams and limited budgets. Video is uniquely effective for companies with complex products, long buying cycles, and technical audiences. From product demos and explainers to webinars and podcasts, video allows marketers to scale knowledge, replace in-person demos or plant tours, and communicate ideas that are difficult to explain with text alone.
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| Cutting Through the Noise: Authentic LinkedIn Marketing in Manufacturing | 05 Feb 2026 | 00:32:30 | |
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 Manufacturing Millennial discusses the evolving landscape of content marketing, particularly focusing on the importance of LinkedIn as a platform for authentic engagement. He shares insights on effective content creation strategies, the role of influencers in the industrial sector, and the necessity of maintaining authenticity in a world increasingly dominated by AI-generated content. The conversation emphasizes the need for marketers to adapt their strategies to foster genuine connections with their audience while leveraging the unique advantages of social media platforms. Key Takeaways
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| Audience Research, Zero-Click Content, and AI: How B2B Buyer Behavior is Changing Now | 22 Jan 2026 | 00:48:01 | |
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 by Rand Fishkin, founder of SparkToro, Alertmouse, and Snack Bar Studio; former co-founder of Moz; and, if we can add one more title, keynote speaker at the 2026 Industrial Marketing Summit. Rand brings decades of experience helping marketers understand how people actually discover, consume, and trust information online. The conversation dives into why audience research has become critical step of marketing strategy as traditional inbound tactics lose effectiveness. Rand explains how data powers audience insights and why these insights are often most valuable for gaining internal buy-in, or just as importantly, for saying "no" to ineffective channels and trends. The episode also discusses the impact AI tools have had on search, zero-click marketing, and how marketers should rethink attribution in a world where impressions and brand lift matter more than direct clicks. Rand shares advice for teams stuck in outdated SEO playbooks, emphasizing the importance of following audience behavior over competitor behavior, and pushing back against the dangerous mindset of “doing more with less”. Resources
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| From Skeptic to Strategist: Embracing Reddit for Industrial Marketing | 08 Jan 2026 | 00:27:14 | |
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 role led her to focus on using Reddit to reach SICK's technical audience. Mandee’s journey to Reddit didn’t start with enthusiasm. Like many marketers, she initially associated the platform with gaming threads and pop culture debates. But shifting search behavior, Google’s increased surfacing of Reddit threads, and the platform’s growing influence on AI-driven search quickly changed her perspective. Engineers, it turns out, are actively using Reddit as a trusted source of information. Key Takeaways
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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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| AI Visibility: The Future of Search Optimization | 13 Nov 2025 | 00:43:46 | |
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 Overviews, ChatGPT results, Perplexity results, and beyond?
So, where should you begin? The first step is to measure. Get familiar with how AI traffic is being tracked in your analytics tools, whether that’s Google Analytics, HubSpot, or another platform. From there, examine how much traffic is coming from AI-driven so | |||
| How to Revamp an Outdated Distributor Program | 30 Oct 2025 | 00:24:59 | |
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 discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs. Emily shares valuable lessons learned from the distributor feedback process and emphasizes the significance of cross-departmental collaboration. Takeaways
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| AI Success Story: Streamlining Lead Qualification, Sales Outreach, and Personalization | 16 Oct 2025 | 00:31:25 | |
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 into the adoption of AI in sales and marketing processes. He shares how his team uses AI to cut the sales quoting process down by 80%, personalize sales personas and messaging, and how to make it easiest for the team to trust and adopt AI into their everyday tasks. He also emphasizes the importance of cross-team collaboration and offers practical advice on fostering strong human connections across departments and office locations. Takeaways
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| Everything We Learned at Content Marketing World | 02 Oct 2025 | 00:40:55 | |
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 manufacturing masterclass, focusing on executing a campaign in 30 days. This session provided attendees with actionable strategies to build brand awareness quickly, a skill increasingly necessary in today's fast-paced market. Lee Chapman participated in the mentor-mentee program, emphasizing the value of community and shared learning within the industry. Takeaways
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| A Sneak Peek at the 2026 Industrial Marketing Summit | 18 Sep 2025 | 00:37:37 | |
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, and the unique value it offers to marketers in the manufacturing, engineering, and industrial sectors. The conversation highlights the summit's focus on strategic insights, hands-on learning, and community building. Early Bird pricing is available through October 15, saving you up to $600 on your ticket. With three days of workshops, sessions, networking, and fun, the Industrial Marketing Summit is your chance to kick off 2026 with fresh ideas and lasting connections. Event Details Website: industrialmarketingsummit.com Date: March 3 - 5, 2026 Location: Austin, TX Takeaways
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| How Live Chat Influences the Buyer’s Journey and Boosts Sales Efficiency | 04 Sep 2025 | 00:26:36 | |
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 chat technology in enhancing customer communication for manufacturers and technical companies. They discuss how chat can shorten the buyer's journey, reduce friction in the sales process, and cater to different communication preferences. The conversation also covers the integration of AI and human elements in chat systems, the importance of offering multiple communication options, and the impact of chat on sales and customer service efficiency. Tune in to gain insights into leveraging chat technology for better customer engagement and increased sales conversations. Resources
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| Unifying Sales and Marketing with A. Lee Judge's CASH Framework | 21 Aug 2025 | 00:43:45 | |
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 outcomes in terms that don’t resonate with sales leaders. The CASH Method provides a practical approach to shifting that conversation—focusing on Communication, Alignment, Systems, and Honesty. Resources
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| What is THE SEO Alligator? A New Challenge in Search Metrics | 07 Aug 2025 | 00:15:56 | |
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 explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement. Key Takeaways
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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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| 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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| 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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| 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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| 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.
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| Comparing Content Preferences of Engineers in Europe and the US | 15 May 2025 | 00:38:59 | |
Chances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences. In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elektor Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of AI in marketing. Udo shares insights on engineers' content preferences, the significance of trade shows, and the challenges of localization in Europe. The conversation emphasizes the need for marketers to adapt their strategies based on regional behaviors and preferences to effectively reach their target audience. Key Takeaways
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| Behind the Questions: Inside the 2025 State of Marketing to Engineers Report | 01 May 2025 | 00:30:42 | |
Have you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year. Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers. In this episode, Wendy Covey is joined by CJ Haight, Content Marketing Manager at GlobalSpec, to unpack the findings from the eighth annual State of Marketing to Engineers Research Report. Together, they dive into the expanded scope of this year’s study—conducted in collaboration with Elektor International Media—which now includes insights from engineers and technical buyers across Europe and Asia. The conversation covers key demographics of the respondents and highlights emerging trends in how technical audiences consume marketing content. Wendy and CJ explore the importance of recognizing regional nuances, tracking year-over-year shifts, and understanding which information sources—from social media and newsletters to the growing influence of generative AI—are shaping buyer behavior in the engineering world. Key Takeaways
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| Navigating Industrial Marketing Challenges in a Shifting Economy | 17 Apr 2025 | 00:29:16 | |
Feeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with less. By focusing on efficiency and honing in on what truly drives results, marketing teams can continue to make a meaningful impact, even amid tightening budgets and evolving business priorities. In this episode Wendy Covey interviews Karla Gregory, Digital Marketing Manager at Sumitomo Drive Technologies. They discuss Karla's career journey, the importance of strategic marketing planning, and the challenges faced in the current economic climate. Karla shares insights on leveraging AI for marketing efficiency, the significance of SEO, and the need for standardized processes. They also explore trends in industrial marketing, the value of employee-generated content, and the importance of building relationships in the industry. Karla concludes with advice for marketers to keep pushing forward despite challenges.. Key Takeaways
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| A Sales Leader’s Perspective on Content that Earns Engineers’ Trust | 08 Apr 2025 | 00:23:31 | |
When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content. Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. With travel and in-person meetings on pause, he ramped up his use of LinkedIn—not just to create awareness but to educate. And it worked. When presenting at lunch-and-learns or industry events, Wes started hearing things like: “I loved that post you shared last week.” “That video with your kids—so relatable!” Often this feedback came from people who never interacted with his posts. That’s when it clicked: visibility and familiarity were paying off in real conversations. Video isn’t always easy. Wes shared the many real-life challenges of filming at home—chaotic dogs, noisy kids, desert wind. But the results are worth it. Video gives people a feel for who you are, how you communicate, and what you stand for—all key ingredients for building trust with skeptical technical audiences. Wes is quick to admit he’s not a professional marketer. And yet, his content works because it’s authentic. He blends technical insights with glimpses into his personal life—fishing trips with his kids, behind-the-scenes looks at product installs, even the occasional chainsaw cameo. The result? Content that makes people feel like they know him before he ever steps foot on-site. “I want people to have a general idea of who I am and what I’m about. That familiarity helps me earn their time and attention.”Wes had some advice for both sales and marketing professionals. For Marketers:
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| Leveraging First Party Data in a Cookieless Marketing Landscape | 20 Mar 2025 | 00:22:21 | |
This week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more effective, privacy-conscious digital campaigns. In this episode, Wendy Covey speaks with Devin Webb, Performance and Innovation Manager at EETech about the evolving landscape of digital marketing, particularly focusing on the transition from third-party cookies to first-party data. They discuss the implications of this shift for marketers, the importance of utilizing Google Ads for targeted campaigns, and the necessity of measuring success through tools like Google Analytics. Devin shares insights on contextual targeting and emphasizes the need for marketers to adapt to changing consumer privacy expectations. Takeaways
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| Recapping the 2025 Industrial Marketing Summit | 06 Mar 2025 | 00:33:28 | |
In this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights on key themes such as the impact of AI on marketing, the importance of customer voice, and the shift towards video-first content. The conversation highlights the community aspect of the event, emphasizing networking opportunities and the value of personal branding. They also touch on how to access recording of the Industrial Marketing Summit sessions via the Digital Pass. Plus, the team talked about future plans for the summit and the release of new research on marketing to engineers. Takeaways
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| Could Amazon be the Industrial Sales Channel You're Missing? | 20 Feb 2025 | 00:26:15 | |
Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to get their products on the Amazon platform and meet the buying preferences of a new generation of buyers. In this episode of Content Marketing Engineered, Wendy Covey interviews Will Tjernlund, co-founder of Goat Consulting, about the significance of Amazon for B2B businesses. They discuss Will's background, the journey of transitioning to Amazon selling, the advantages of using Amazon over traditional e-commerce, and how to navigate distributor relationships. The conversation also covers identifying suitable B2B products for Amazon, inventory management, optimizing product listings for visibility, and strategies for driving traffic to Amazon listings. Takeaways
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| Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTs | 13 Feb 2025 | 00:28:52 | |
If you're familiar with AI and want to take your knowledge one step further, this is the episode for you! We discuss advanced strategies to train your AI for tone of voice, how to utilize custom GPTs, and more. This week we're learning from Melissa Reeve, the cofounder of MarketingFrontier.AI. We discuss the integration of AI in marketing, focusing on how to effectively use AI for writing and maintaining a brand's tone of voice. We explore the challenges marketers face when adopting AI, the importance of defining brand voice, and the creation of custom GPTs to enhance content generation. The conversation also touches on advanced strategies for teams, the necessity of persistence and nuance in AI usage, and resources available for marketers looking to leverage AI. Finally, we provide insights on how to gain executive buy-in for AI initiatives. Takeaways
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| How to Optimize for Bottom-of-Funnel, Revenue-Generating Content | 30 Jan 2025 | 00:37:52 | |
Do you know which website page is your "money page"? This week, I talk to Mark Manual who shares how marketers can and should optimize the content that's bringing in the most revenue. Takeaways
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| From Burnout to Buy-In: Practical Tips for Managing Change in Marketing | 16 Jan 2025 | 00:35:25 | |
Are you finalizing your 2025 marketing plans? This episode will help you take a look at which of your initiatives could be disruptive to your team if not introduced thoughtfully. Today we're talking about change prioritization and how to implement change. Takeaways
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| The Power of Qualitative Research to Level Up Your Brand | 12 Dec 2024 | 00:38:06 | |
Haven't figured out what your New Year's Resolution is yet? Consider leaning into AI adoption in 2025. Steve Cunningham shares how you can become the Hero of AI adoption at your company. Takeaways
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| The State of AI: Chatbots, Reasoning Models, and Agents | 05 Dec 2024 | 00:38:36 | |
Haven't figured out what your New Year's Resolution will be? Consider leaning in to AI adoption in 2025. Stave Cunningham shares how you can become the Hero of AI adoption at your company. Takeaways
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| Differentiate Your B2B Marketing in 2025: Strategies to Stand Out in an AI-Driven Landscape | 21 Nov 2024 | 00:33:04 | |
Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025. Takeaways
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| Getting Personal: When Authenticity is a Winning Sales Strategy | 14 Nov 2024 | 00:27:00 | |
Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success. Takeaways
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| Marketing Insights from Gardner's Industrial Buying Influence Report | 07 Nov 2024 | 00:43:20 | |
As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions. Takeaways
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| Recapping Our Time at Content Marketing World 2024 | 31 Oct 2024 | 00:27:41 | |
The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons learned and what we'll be applying to our own marketing practice. They also share their honest thoughts on the conference party, and we'll look ahead to future industry events like the Industrial Marketing Summit. Whether you're a seasoned marketer or just starting out, this episode is packed with actionable tips and inspiring stories. Takeaways
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