Content Marketing, Engineered Podcast | TREW Marketing (TREW Marketing & Wendy Covey)
Explorez tous les épisodes de Content Marketing, Engineered Podcast | TREW Marketing
| Date | Titre | Durée | |
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| 11 Feb 2022 | Manufacturing Marketing Research Findings with Lisa Beets | 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. | |||
| 24 Feb 2022 | Communicating Through Body Language With David Schneer | 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. | |||
| 10 Mar 2022 | Evolve Your Google Adwords Strategy with Glenn Schmelzle | 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. | |||
| 24 Mar 2022 | A Technical Leader's Inbound Marketing Journey with Matt Eurich | 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). | |||
| 07 Apr 2022 | ABM Readiness, Measurement, and Winning Tactics with Joe Quinn | 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. | |||
| 21 Apr 2022 | Company Culture Communication with Lee Chapman | 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). | |||
| 05 May 2022 | How Manufacturing Marketers Impact Rep Growth with Ellen Albright | 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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| 19 May 2022 | Moving to Google Analytics 4 | 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. | |||
| 02 Jun 2022 | Ramping Up in a New B2B Marketing Role | 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. | |||
| 16 Jun 2022 | Video Marketing with Friends in Manufacturing | 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. | |||
| 30 Jun 2022 | The Scrappy Solo Tech Marketer | 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. | |||
| 14 Jul 2022 | Maximizing Membership in an Industry Association | 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. | |||
| 28 Jul 2022 | Nimble Event Strategy with Garrett Burnett | 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. | |||
| 11 Aug 2022 | 2022 Content Marketing World Industrial Summit Preview | 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. | |||
| 25 Aug 2022 | Gratitude Culture as a Competitive Differentiator | 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. | |||
| 08 Sep 2022 | Lasso Your Content Chaos | 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. | |||
| 22 Sep 2022 | Edgy Authenticity in Cybersecurity | 00:45:47 | |
Two cybersecurity experts having an authentic conversation leads to business growth and chart-topping podcast listenership. | |||
| 06 Oct 2022 | Influencer Marketing in Electronics and Semiconductor | 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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| 20 Oct 2022 | 2022 Fall Marketing Conference Round-Up | 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. | |||
| 10 Nov 2022 | Trends at TREW Marketing | 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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| 01 Dec 2022 | Why Does Keysight Have a Resident Geek? | 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 | |||
| 15 Dec 2022 | eCommerce for All Manufacturers | 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. | |||
| 06 Jan 2023 | From Marketing Book Group To Corporate Cohesion | 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. | |||
| 26 Jan 2023 | Enjoy Better Conversations and Unlock Possibilities with Patti DeNucci | 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 | |||
| 10 Feb 2023 | The Path to Achieving Corporate Thought Leadership | 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. | |||
| 23 Feb 2023 | Generative AI For Industrial Content Development: a ChatGPT, Writer, and Jasper Showdown | 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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| 09 Mar 2023 | Heard at ERA: Recap of the 2023 Electronics Representatives Association Conference | 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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| 23 Mar 2023 | Daily Videos Part of a Robust Content Marketing Strategy For Optics Manufacturer | 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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| 06 Apr 2023 | GA4 is Here...It's Time to Bid UA Farewell Forever | 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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| 13 Apr 2023 | Generative AI Update - News, Tools, Prompting, Crafting A Company Policy | 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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| 20 Apr 2023 | 15th TREWversary, and Oh How Marketing Has Changed | 00:42:34 | |
Hear from TREW Marketing Co-Founders and early employees share stories about the company and how marketing has changed in the past 15 years.
Learn more about TREW Marketing here. Resources
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| 27 Apr 2023 | Research Series | 2023 State of Marketing to Engineers | 00:45:46 | |
Gain insights on how engineers and technical buyers find and consume content to make purchase decisions. The 2023 State of Marketing to Engineers Report includes a set of consistent questions we ask to monitor trends, such as preferred information sources and content types. We also take a deep dive into search behaviors, influencers, podcasts, and in-person events. In this episode we walk through key findings, industry feedback and our own opinions in areas such as:
For more in-depth research information, check out the resources link below. Also be on the lookout for event MORE research to be released this year. In June 2023 GlobalSpec has a report coming out on engineers' work challenges and where they seek training and education. In Fall 2023 TREW Marketing and Elektor will release a European-focused report with many overlapping areas of focus as the State of Marketing to Engineers research. Resources
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| 04 May 2023 | Research Series | 2023 CMI Manufacturing Content Marketing Report | 00:21:49 | |
Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. This year's study spans a broad range of marketing topics, from content creation and management, distribution, metrics and goals, and budget allocation. There were three particularly interesting discussions we had during the interview:
This report is an excellent companion to part one of my research series, where we walked through the 2023 State of Marketing to Engineers. Resources
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| 09 May 2023 | SEO Series | The Evolving Search Landscape of 2023, from E-E-A-T to AI | 00:34:14 | |
Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how these changes are impacting B2B engineering companies like yours. Google has been in a period of rapid evolution, with multiple core updates released over the last few years. The biggest update, E-E-A-T, has changed the search landscape, prioritizing experience, expertise, authority and trustworthiness of websites and individual authors alongside other, long standing ranking factors. Lily cites how she’s seeing E-E-A-T and other core updates impact client sites, as well as how businesses can find success in organic search by focusing on user experience first and foremost. If the frequent shifts in Google’s algorithm weren’t enough, we also have the rapid adoption of AI changing how people search for and create content. After spending months testing ChatGPT and AI search engines, Lily has takeaways on the smart, responsible ways of using these tools, and why it’s dangerous to use the tools without a firm understanding of how they work and what they do and do not do. She also shares how she’s using this new toolset to create efficiencies in info sourcing and content reuse, to augment rather than replace current processes. Resources
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| 18 May 2023 | SEO Series | Taking a Conversion-Focused Approach to SEO | 00:37:12 | |
Learn the fundamentals of taking a conversion-focused approach to SEO content to meet your audience where they are in their buyer’s journey, and drive sales and revenue for your business. As search engines have evolved and user behavior has changed over time, SEO best practices have changed as well. SEO success no longer comes from keyword stuffing, or a few back-end tweaks, or aggressive link building. Instead, companies are finding success in search by building authority around key topics to gain visibility, and by focusing on conversion intent and optimization in their search strategies. Dale elaborates on taking a conversion-focused SEO approach to meet your audience where they are in their buyer’s journey, delivering the content they need at that time and using content to drive them to the next step. He gives examples of how companies in the engineering space can use this approach to drive lead generation, revenue, and other key conversion activities. We also discuss the impact AI is having and will have on SEO, and how even as the technology changes, the fundamentals of marketing, SEO, and content development stay the same. Resources
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| 01 Jun 2023 | Creating Your Manufacturing Marketing Foundation | 00:43:32 | |
In this week's episode, I sit down with Nicole Donnelly, the Founder and CEO of DMG Digital. We are both marketing agency owners in the manufacturing and engineering space, so we really dive into what we see as the main challenges manufacturers face when it comes to marketing from executive buy-in to consistency and long-term strategy.
The Artificial Intelligence vs Service Matter Expert (SME) discussion was a great topic to bring up. Nicole and I agreed that there is a place for generative AI tools like ChatGPT in your content and marketing strategy, but if you want valuable, trustworthy content that converts, it's best to source your content from your experienced internal talent. Nicole also shared her advice for marketing efforts that become stagnant and when to elevate your marketing strategy into paid advertising, video, podcasting and more.
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| 08 Jun 2023 | Generative AI for Marketing - Maintaining Trust and Building an AI Policy | 00:32:30 | |
Is your team using AI tools? Here’s everything you need to know to maintain trust and authenticity.
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| 15 Jun 2023 | Cultivating Connections Through Regional Technology Councils | 00:27:41 | |
How to successfully approach networking events and what your local technology council can do for you. "Networking is not a verb, it's a lifestyle. You can't just show up at an [industry event] and think 'this networking stuff doesn't work, nobody sent me tons of business'. It takes years to build a reputation in your community, in your industry.-Thom Singer CEO, Austin Technology Council
We also extend the philosophy of adding value to the concept of content marketing. Many businesses are apprehensive to share their IP with the public, but ultimately, in mine and Thom's experience, sharing valuable information wins business and trust. Resources Connect with TREW Marketing
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| 23 Jun 2023 | The Future with HubSpot - New AI CRM and Generative Writing Tools | 00:35:27 | |
New AI tools and more that continues to make HubSpot the best all-in-one marketing platform. Resources Connect with TREW Marketing
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| 13 Jul 2023 | How to Tackle a Manufacturing Website Redesign as a Solo Marketer | 00:23:35 | |
Working in a marketing department with a team of one? Here's how one solo marketer approached a full website redesign. We talked through her approach to content marketing, how she handles different leadership priorities, and prepares for real-time events like product launches. We also discussed one recent successful undertaking: a complete website redesign for LasX.
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| 20 Jul 2023 | The Marketing Boost - Quick Wins to Get You Out of Your Mid-Year Slump | 00:28:02 | |
We've hit the half-way mark of 2023! Here are a few strategies to boost demand, unify sales and marketing, and earn quick wins for your marketing efforts. So, I thought this would be a great time to talk with Lee Chapman, president of TREW Marketing, and learn from her how fellow marketers are feeling and discuss some quick wins that can get us all out of the mid-year slump to end the year strong. The discussion covers a number of quick wins marketers can achieve.
I also asked Lee about which content she is seeing perform the best for her B2B clients...no surprise...she said there is no silver bullet and that a mix of content is key (blogs, white papers, ungated assets, social graphics etc) with a heavier emphasis on video, as our research shows, younger engineers are seeking out video. LinkedIn is also one of the highest performing channels. Give this episode a listen or read the transcript below to inspire some new energy going into the last half of 2023. Resources
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| 03 Aug 2023 | MAICON Recap: How Marketers are Embracing the Evolving AI Landscape | 00:48:28 | |
What a head-spinning time we had at this year's Marketing AI Conference (MAICON). We're distilling everything we learned - with practical examples of how marketers are utilizing AI - in this week's episode of Content Marketing, Engineered. In this podcast episode, Morgan and I delve deep into the capabilities of Large Language Models (LLMs) for marketers. We explore how LLMs can streamline workflows, eliminate mundane tasks, and enhance creativity. We discuss generative AI application tools like Jasper, Writer, MarketMuse, and functional-specific tools for video, transcription and more. We also highlight the potential of AI as an aid in rapid strategy development, as demonstrated by Ethan Mollick's ability to create a host of product launch materials in 30 minutes using AI. Join us as we share our insights and discoveries from MAICON, and get ready to be inspired by the possibilities of AI in marketing. Resources
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| 10 Aug 2023 | How Industrial Marketers Approach Influencers, Storytelling, Video, and Personal Brands | 00:25:34 | |
In the industrial marketing space, we have a lot of catching up to do. Jordan Yates, Marketing Engineer at Knowles Precision Devices, shares how she uses modern marketing strategies to gain an edge over the competition. In today's episode of Content Marketing, Engineered, we delve into strategies for making technical content more accessible and engaging for audiences, as well as uncovering what kind of content engineers are really searching for. One highlight of the episode is when Jordan explains her secret to making technical content exciting – writing "love letters" as her first draft or idea generation. Resources
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| 17 Aug 2023 | MozCon 2023 Recap: Doubling down on building authority and brand recognition for SEO | 00:40:42 | |
Erin Moore shares the key themes from MozCon 2023 and why going back to basics is a winning strategy. According to Erin, there were 4 big themes from MozCon 2023:
Erin explains each of these themes and how marketers can make some key changes to their SEO strategies in order to build authority and lean into brand recognition - two key strategies SEOs are turning to for success in the future. Resources
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| 24 Aug 2023 | The Power of Integrated Data Across Marketing, Sales, Distribution, and Beyond | 00:45:06 | |
John Joyce joins us to share how integrating data across departments, distributors, and countries can really work. We also discuss some of the data challenges and lack of connectivity he faced, which led him to start Brijr.io, a managed integration platform designed to connect data between sales, marketing, distributers, inventory, and more. I had a great time talking to John as we discussed some of the hot topics in our industry from the changing landscape of SEO to the opportunity marketers have to rise above the noise of generative AI. Resources
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| 31 Aug 2023 | How to Create Kick-Ass Presentations | 00:29:01 | |
Say goodbye to death-by-powerpoint! Richard Goring shares his top presentation tips. With years of experience and thousands of presentations under his belt, he is the expert on all things presentations. I talked to Richard about how to make highly technical content more engaging during presentations and some common pitfalls he sees marketers making when building PowerPoints for conferences, sales demos, and everything in between. We talked about how to brainstorm your presentation without using PowerPoint and some PowerPoint hacks that only the experts know. Richard shared some excellent free tools (listed below) and theorized how far AI can take us in making visual presentations.
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| 07 Sep 2023 | B2B Email Marketing Tips That Actually Work with Jay Schwedelson | 00:29:39 | |
He's a crowd favorite at HubSpot's Inbound conference, now he's here to share his latest tips in B2B email marketing. Resources
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| 14 Sep 2023 | How to Turn the Knowledge of Your SMEs into Exceptional Content | 00:24:14 | |
Our content specialist, Jamie Tokarz is the master of creating exceptional content out of your Service Matter Experts. With more than 16 years' experience, she shares how she does it. We invited Jamie to teach us how to get the most out of SMEs' very valuable time by hosting efficient sourcing sessions and how to take what we gathered from those sessions and turn it into content that converts. Jamie shares:
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| 21 Sep 2023 | INBOUND23 Recap - New Tools and AI Tips from HubSpot's Annual Conference | 00:33:53 | |
Senior Inbound Specialists Kara Moon and Kasey Tyring share the highlights of what they learned from INBOUND23, HubSpot's annual marketing conference. They discuss the main theme of the conference, Artificial Intelligence, and the new AI tools that HubSpot announced while also sharing the main AI tips they learned from sessions about SEO, social media, and content marketing. But this episode isn't all about AI, Kara and Kasey explain which sessions inspired them the most and what strategies they plan on using right away. Resources
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| 28 Sep 2023 | How Industrial Marketers Adapt to Reach Technical Buyers of All Ages | 00:45:38 | |
The state of industrial marketing is changing fast! As the demographic of engineers and technical buyers evolves, so too should our marketing efforts. We discussed how ignoring your outdated internal processes can cost you young talent, whether you should gate your assets with a form, whether you should have pricing and inventory listed on your website, and the best social media strategy to reach engineers of all ages. Resources Connect with TREW Marketing
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| 05 Oct 2023 | Valuable Takeaways from Content Marketing World 2023 | 00:49:25 | |
Morgan and Wendy recap their epic week at Content Marketing World 2023!
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| 12 Oct 2023 | Marketing in Electronics Manufacturing: Pro Tips from Sannah Vinding | 00:23:47 | |
Wendy Covey talks with Sannah Vinding, Digital Marketing Director at Micro Commercial Components, about how she humanizes the brand, excels at thought leadership, and provides valuable content to her sales and distribution teams. Sannah and Wendy discuss the importance of humanizing an electronics manufacturing brand and how to utilize and grow thought leaders within your organization. She also shares her winning video strategy across LinkedIn, your website, and YouTube. Resources
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| 19 Oct 2023 | Everything You Need to Know About the 2024 Industrial Marketing Summit | 00:23:02 | |
The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit. TREW Marketing, Gorilla 76, and CADENAS PARTSolutions are hosting the event after they noticed a need for an individual marketing summit geared specifically toward the needs of industrial marketers. The conference is broken into three days. The first day is a welcome dinner and reception, the second day is a full-day of sessions, and the third is broken into a half day of workshops. The half-day of workshops are designed for industrial marketers to walk away with actionable insights to take back with them. The first workshop is titled "Successful Reporting: Using Data to Tell the Story About What’s Working." Hosted by Gorilla 76, attendees will leave the workshop with a meaningful dashboard that will help paint a clear picture of your progress for your leadership team. The second workshop is hosted by TREW Marketing and is titled "Leveling Up Your Content Plan: A Guided Approach to Building Brand Authority." Attendees will leave this workshop with a completely build out content strategy for a campaign. The conference will cover the following topics, and more!
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| 26 Oct 2023 | 2024 Marketing Planning with Eddie Saunders Jr: Advertising, Comarketing, and Developing Empathy | 00:24:44 | |
Wendy Covey talked with Eddie Saunders Jr. of Speak Friend Consulting, about 2024 marketing planning, the power or comarketing, empathy in developing sales enablement, and more. Don't miss Eddie at the Industrial Marketing Summit January 31 - February 2nd in Austin, Texas. He will be joined by other panelists who are industry leaders in influencer marketing, brand voice, and thought leadership. Resources
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| 02 Nov 2023 | How Manufacturers Can Forge a Winning Relationship with Their Distributors | 00:33:22 | |
Manufacturers often don't have direct relationships with the end customer, and instead use a distribution network to sell their products. However, there is a huge communication gap between what marketing thinks the end customer wants and what the distributor knows they want. This week's episode is all about learning and listening from your manufacturing distributors. We discuss topics like training, the best way to access distributor materials, and the difference between the needs of veteran distributors and new, entry-level salespeople. Resources
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| 09 Nov 2023 | Staying Top-of-Mind During the Technical Buyer’s Journey | 00:35:50 | |
Mary Keough shares a new way of looking at the buyer's journey and what channel strategies she's focusing on to add more high-intent leads to her pipeline. Watch or listen to this episode for some valuable marketing advice, and if you want to hear more from Mary, you can catch her session: FINALLY. A Marketing & Sales Alignment Strategy that Just Might Work at the Industrial Marketing Summit on Thursday, February 2nd in Austin, Texas. Resources
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| 16 Nov 2023 | The Keys to Successful Sales Enablement with Pam Didner | 00:41:03 | |
A comprehensive discussion about the relationship between marketing and sales, covering topics such as storytelling in marketing, integrated marketing and the strategy behind successful sales enablement. Resources
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| 30 Nov 2023 | Become a Better Technical Writer with the Content Writing, Engineered Course | 00:30:22 | |
Every year, TREW hosts Content Writing, Engineered, a technical writing bootcamp for marketers who want to level-up their technical writing skills. This year, two TREW Crew members participated in the course. We talk about their experience in this episode. Course Breakdown: 6-Week Course with a mix of group lessons and one-on-one coaching calls. Week 1: Preparing to Write Week 2: Content Types Week 3: Research and Outline Week 4: Writing Week 5: Reviewing Content Week 6: Enhancing Content Kasey and Julia discussed the key takeaways from the course including getting a better handle on the writing and storytelling process. They also discussed the value of being trained how to interview subject matter experts (SMEs), the technical experts in your company that can be the missing link to your content strategy. Overall the two agreed the course was a great chance to learn and hear from other marketers in industrial and technical companies who are trying to balance their workload while also continuing to learn and improve their marketing skills. It was also eye-opening to know that even seasoned, marketers can benefit from the course, getting a lot of best practices and actionable takeaways to use in their role. Resources
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| 07 Dec 2023 | Survey Results: How European Engineers Seek Information and Make Technical Buying Decisions | 00:41:51 | |
In this episode, I'm joined by Udo Bormann, Marketing Conversion Manager at Elektor, to discuss our recent research report "Decoding Engineering Preferences." The research is based on a survey of over 1,200 engineers and technical professionals across Europe and covers a broad range of topics, including search behavior, the use of AI tools, content preferences, and most valued marketing channels. | |||
| 14 Dec 2023 | Optimizing for LLMs and Google's Search Generative Experience (SGE) with Dale Bertrand | 00:34:55 | |
The TREW Team is excited to have Dale Bertrand, CEO of Fire & Spark back on the podcast to discuss the changing nature of search marketing and how to optimize for the future of LLMs and Google's Search Generative Experience (SGE). Dale and I discussed how AI has had major implications on how search engines operate and how AI has changed user search behavior. For marketers, we've moved well-beyond "gaming the system" for SEO and instead should broaden SEO strategy to focus on optimizing for each channel (LLMs, SGE, bots, YouTube, etc.) and focusing on being seen as a trusted thought leader in the eyes of Google. Dale theorized that Google is going to determine which author has the expertise to write about a topic and who Google trusts to provide the answers users are looking for. We discussed this is the perfect time to develop internal Subject Matter Experts (SMEs) and leverage them for the signals Google is looking for. Resources
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| 21 Dec 2023 | 2023 Marketing Wrapped - AI, Search, Social, and Strategy for 2024 | 00:28:10 | |
We've all heard of Spotify Wrapped, so this year we thought it would be fun to create Industrial Marketing Wrapped! Lee Chapman and I discuss the many changes to marketing in 2023 and what we and our clients are focusing on in 2024. We start off the episode with the year's biggest topic, AI. We, like many marketers out there, spent many hours this year researching and testing different AI tools such as ChatGPT, Claude, Bard, Writer, Jasper, and all the built-in features of our favorite tools like HubSpot and Moz. Also with the rise of AI came its ripple effects across search behavior, how users consume data, and in turn how marketers should approach different channel strategies. As AI, LLMs and Google's Search Generative Experience (SGE) start to take away opportunities for traffic to our own websites, marketers need to focus on their email strategy (newsflash, the trick is NOT to spam your database) and their social strategy. We've seen an uptick in engagement on LinkedIn as well as really interesting ways marketers are using LinkedIn whether that's the carousel posts, informal "letter" style posts or adding links in comments instead of directly in the posts. Another channel or medium to focus on in 2024 is YouTube and video in general. Our research shows YouTube is a top channel for engineers and technical buyers of all ages and experience levels. YouTube is a great place to build out your thought leadership, subject matter experts, and brand authority, In this episode we also touched on Moz's new Brand Authority measurement tool and our 2023 European and global research as well as the upcoming Industrial Marketing Summit. 2024 is shaping up to be a major year of growth for marketers to enhance their skill set and for industrial brands to reach new audiences on new channels. While planning your new year remember: successful marketers will be focusing on building a strong brand and a differentiated channel strategy and they will remain agile, curious, and creative. Resources
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| 04 Jan 2024 | How to Increase Organic Traffic and Improve Domain Authority with a Content Audit | 00:18:32 | |
January is the perfect time to audit your marketing content - and it's not just a housekeeping task! Jennifer Dawkins and Kara Moon explain how a content audit can increase organic traffic and improve domain authority. We spoke about how a content audit can uncover the common issue of having too much or not enough content for each stage of the buyer's journey. Maybe you have too much content for the lead nurturing stage, but not enough lead generation content. You may also find that a high-traffic piece of content is not relevant or bring in the wrong type of user. In this episode, you will learn:
Resources
Connect with TREW Marketing TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand. | |||
| 11 Jan 2024 | What Marketing Metrics You Should be Tracking in 2024 | 00:54:34 | |
So much has changed in the marketing landscape over the last 12 months. Erin Moore and Kara Moon share how your 2024 marketing scorecards should be adjusted to reflect those changes. I sat down with TREW Crewers Erin Moore, Account Director, and Kara Moon, Senior Inbound Marketing Specialist, to talk about how they've updated their tracking and marketing benchmarks for 2024, why those changes were necessary, and best practices for marketing analytics. We discuss the continued need for differentiated and targeted channel strategy and what tracking for each channel looks like including YouTube, LinkedIn, events, PR, Google advertising, and industry advertising. We also talk about where to get your marketing data: GA4, HubSpot, or each channel individually. For many marketers, especially those wearing multiple hats in a small or one-person department, it can be tempting to blow off metrics but it's one of the most important marketing tasks. You need to be able to measure and track what you're spending time and money on, as well as make effective behavior changes using those metrics. Resources
Connect with TREW Marketing TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand. | |||
| 18 Jan 2024 | Building A Strong Personal Brand with Chris Luecke | 00:27:34 | |
Building a strong personal brand can be a game changer for salespeople in technical companies. A strong personal brand establishes you as authoritative and credible and helps you stay top-of-mind with your key audience. Chris was generous enough to share how he got started building his personal brand. It all started when he needed to reach a new audience of technical buyers in his role as an account manager selling industrial automation solutions and software. Chris needed a way to reach a new audience, including millennials who were starting to be promoted into decision making roles. He wanted to share his solutions in a simple, casual way like you would if you were out having a beer someone. The venture grew from campy videos he would store on YouTube and include in his personalized sales newsletter to popular LinkedIn videos that grew his reach and personal brand exponentially. In this episode we discuss the challenges B2B brands have with utilizing the personal brands of employees within the company including less control of brand standards and messaging, and use of standard marketing materials. Ultimately their is a strategy that includes merging company and personal brands together so everyone wins. We also discuss the fear and workarounds of getting in front of a camera and growing your audience if you're just starting out. Resources
Connect with TREW Marketing TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand. | |||
| 25 Jan 2024 | Beyond PR: How to Leverage Technical Publication Communities with Patrick Hopper | 00:34:06 | |
Patrick Hopper joins me to talk about the many ways marketers can partner with industry publications to grow awareness, reach new audiences and build leads. Patrick and I spoke about trade show strategies with their upcoming trade shows Embedded World 2024 in Europe and Embedded World North America - coming to Austin, Texas this October. Specifically how to stand out in a sea of thousands of vendors. We also dove into the FREE ways small businesses can utilize the reach of OpenSystems Media properties. Most notably, marketers can submit content for free, whether it's just one article or several in a series, this content is then distributed across daily and weekly newsletter and LinkedIn. Marketers can get connected to their content team through their submissions page. Patrick encourages everyone to use this free resource. Listen to the full episode on how to utilize technical publishing using:
For a true, integrated marketing campaign, marketers know they need to use many different channels to get their message across, working with an established, trusted media brand is an effective strategy. Resources
Connect with TREW Marketing TREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand. | |||
| 09 Feb 2024 | A Quick Recap of the 2024 Industrial Marketing Summit | 00:34:02 | |
After a whirlwind few days in Austin, Texas at the Industrial Marketing Summit, Kasey Tyring and Wendy Covey share their highlights of the event. In this episode of Content Marketing, Engineered, I talk with Kasey Tyring, Senior Inbound Marketing Specialist at TREW Marketing. Kasey played a large role in organizing the conference but also got to attend many of the sessions and mingle with attendees. We discuss what went down at the conference, from the keynote, to the back-to-back sessions, and the stacked line-up of panels. We cover our key takeaways from AI sessions, branding and messaging sessions, and more. Of course, one of the biggest highlights of the Industrial Marketing Summit was the genuine networking and connection building everyone experienced - all wrapped together by a really REALLY fun time we won't soon forget. Catch the recap of the 2024 Industrial Marketing Summit! Resources
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| 15 Feb 2024 | Working Together to Solve Manufacturing's Talent and Image Issues with Meaghan Ziemba | 00:46:36 | |
Meaghan Ziemba shares how manufacturers can attract young talent and how to use marketing to manage their brand to sustain success for years to come. We also discuss the upcoming Manufacturing Ally Rally, taking place June 20th in Cleveland, Ohio. This full day event will host panels from experts across disciplines in manufacturing to help unite manufacturers as allies to their communities. Resources
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| 22 Feb 2024 | The Importance of Online Reputation Management for Industrial Companies | 00:37:10 | |
Matthew Olson of Signalfire shares how to boost organic search through Google Business Profiles and how to make visual branding and brand identity a priority. This episode of Content Marketing, Engineered covers the importance for industrial companies to optimize their Google Business Profiles, including adding geographic locations and soliciting authentic customer reviews. Matthew goes into detail about the hidden SEO benefits of Google Reviews. Matthew and I talk about the future of SEO and Google Search as well as alternative avenues to bring in audiences like Google Ads and even TV ad placement. Another great conversation topic is the importance of visual branding and creative design - something stakeholders don't often see ROI in. Matthew shares his perspective on this and teaches us how to get buy-in from executives by sharing the benefits of great creative.
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| 29 Feb 2024 | Understanding the Technical Buyer: 2024 State of Marketing to Engineers Report | 00:52:42 | |
Targeting engineers and technical buyers? We walk through the ways your ideal audience is researching solutions, making purchasing decisions, and spending time online. We discuss some of the most popular topics such as artificial intelligence (AI) and how technical buyers are using and feeling about AI tools. We also discuss topics that industrial marketers what to know about their ideal buyers:
In this episode we go deep into the topics above and break down preferences and behavior by age and geography. Does an engineer in Europe use LinkedIn as much as an engineer in North America? What social platform do Engineers aged 66+ use the most for work? What about for engineers younger than 30? Watch or list to this episode fore a great breakdown of the report or download the full research report here.
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| 07 Mar 2024 | Why Successful Technical Companies Rely on Content Marketing | 00:49:44 | |
Craig Coffey is a seasoned marketing professional and champion of content marketing to improve his B2B technical company's market share and bottom line. Learn how Craig has utilized content marketing successfully throughout his career. We talk about Craig's current role, and how he's using content marketing to foster trust and brand awareness while breaking into a market where you're not well known. As a true content marketing expert, I couldn't wait to get his opinion about the following topics:
This episode is a content marketing masterclass. Listen now to learn from a true champion of content marketing. Resources
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| 14 Mar 2024 | Updating your 2024 & 2025 SEO Strategy with Kyle Roof | 00:36:43 | |
Struggling with organic traffic or how to update your Search Engine Optimization (SEO) strategy for 2024 and beyond? Give this episode a listen. Kyle Roof returns to share how marketers should approach SEO updates like EEAT, SGE, LLMs and more. I was thrilled to have him back on to discuss all the recent updates and themes of the SEO industry, from Google's Search Generative Experience (SGE), E-E-A-T guidelines, Multimodal Search, optimizing for Large Language Models (LLMs), and Parasite SEO strategy on forum sites like Reddit, Quora, and Medium. We talk about the impact of the Helpful Content Update, if pillar pages are still relevant, author authority and how important it is to signal to Google that a real person wrote your content. We finish the episode with one truth: Successful SEO is still in large part about understanding the foundations of SEO: Semantics HTML (Htags), inbound links, entities, winning longtail keywords, etc. Resources
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| 21 Mar 2024 | The Power of Developing a Personal Brand in an Industrial Sales Role | 00:41:46 | |
In this episode, I welcome back Morgan Norris, Senior Brand Strategist at TREW Marketing. We delve into the world of personal branding and specifically, how people in sales and marketing roles can utilize this strategy to become a go-to and trusted resource. Personal brand is as an individual's identity and reputation both online and in person. We talk about how personal branding fosters trust and loyalty among customers.We also discuss how to define and enhance a personal brand by identifying your strengths. The conversation also covers how personal branding should align with your company's corporate brand. Takeaways:
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| 28 Mar 2024 | How EETech is Helping Technical Brands Build Community and Add Self-Service UX | 00:37:28 | |
The folks at EETech know a thing or two about the research and buying habits of engineers and designers after spending decades building communities better known as the 'Reddit for Engineers." We talked about what they've learned and how technical companies of all sizes can take advantage of their tools. We discuss all the different online communities EETech has built to be the "Reddit for engineers" including All About Circuits, Control Automation, and EE Power, among many others. We also go deep on the findings of EETech's Annual Engineering Insights Report and why self-service on your website is one of the most important features you need to close the deal with engineers. | |||
| 04 Apr 2024 | A Step-By-Step Guide to Starting a B2B Podcast with Jordan Yates | 00:42:36 | |
Jordan Yates is well known in the Industrial Marketing B2B space as a Marketing Engineer and podcaster. She's the host of her own podcast Failing For You, and has helped many industrial businesses create their own podcasts. In this episode, we discuss the benefits and considerations of starting a B2B podcast. We explore the growing popularity of podcasts and the opportunities they present for B2B companies. We also discuss the different formats of podcasts, such as interviews and solo episodes, and the misconceptions people have about podcasting. The conversation covers the importance of planning and strategy before starting a podcast, as well as the tactical steps involved, such as naming the podcast, designing the creative for the podcast, establishing an RSS feed, and choosing an online recording software. We also cover the different ways to measure the success of a podcast. Jordan and I share our recommendations for equipment, including laptops, cameras, microphones, and lighting.
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| 12 Apr 2024 | Strategies Technical Marketers Can Borrow from the B2C Playbook | 00:36:04 | |
The marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pete Grasso, Content Marketing Leader, and Tim Fletcher, Digital Marketing Leader join me on the podcast to talk about how they use B2C strategies to build a loyal following and get the information their contractors need. We discuss how they've successfully partnered with a trusted influencer in their space to maximize reach, create dozens of new content pieces and gain feedback from their community. This video alone has more than 30,000 views. They've also created a dedicated mobile app to help their contractors get the answers the need quickly, the app is also used as a sales-enablement tool and is used by their wholesalers and distributers. creating a mobile app, experimenting with AI, and using video marketing for sales enablement. We discuss their use of AI and video. They emphasize the importance of measurement and ROI and the power of executive buy-in. Not only is the marketing department seen as innovators, they are also a valued department in the organization, assisting HR with recruitment and culture assets (check out this creative Family Matters video), creating sales enablement tools and getting key buy-in from executives. Key Takeaways
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| 18 Apr 2024 | What We've Learned from the Pilot of Google's Search Generative Experience (SGE) | 00:28:44 | |
How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been in the SGE beta for more than a year. Let's see what she's found out In this episode, I catch up with Jennifer Dawkins, Vice President of Account Services at TREW Marketing, Jen has been part of the Beta program for Google's new Search Generative Exoereince (SGE) for more than a year and in that year, there have plenty of updates. I ask her about her experience with the SGE program program. For some background, Google's SGE is an AI-generated search summary that appears on the Google homepage, providing quick, AI-generated answers to users' queries. Jennifer shared that SGE has been valuable for finding clear factual answers and quick information, but has been less than accurate when asking, technical or complex questions. Often pulling from sources that are not traditionally high-ranking in Google search results. We also talk about how brands can optimize their content strategy for Google SGE and other AI-assisted search tools. The bottom line? Quality content and a multi-channel digital presence are the most effective strategies. The rollout of SGE to the general public is still uncertain, and we believe that traditional Google search and quality SEO standards will continue to coexist with AI-assisted search platforms like SGE. Key Takeaways
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| 25 Apr 2024 | How to Add Value-Driven Videos to Your Content Marketing Mix | 00:34:37 | |
According to our research, 97% of engineers and technical buyers watch work related videos during the work week. I talk with a video expert to learn the best types of videos to add to your content marketing mix. We discuss the types of videos to create besides the traditional corporate promotional overview video. Videos such as thought leadership pieces, answering frequently asked questions and creating demos of your products is a great way to share valuable content with your audience. Jeff shares his tips for preparing a spokesperson for video and emphasizes the value of authenticity in video content. We share advice on creating a content roadmap and effectively distributing video content as well as tools that can make producing video content easier. Key Takeaways
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| 02 May 2024 | A Masterclass in Rebranding and Authenticity with Gray Solutions | 00:28:11 | |
Melissa Geertz is the Director of Marketing at Gray Solutions and over her year and a half tenure at the company has overseen a complete rebrand of the system integrator. I had her on the podcast to discuss the scale of the rebranding project, including how to get executive and cross-company buy-in, what steps to take during the rebrand, and how to measure qualitative and quantitative ROI of a rebrand. We talk about the importance of authenticity to stand out in a crowded market and Melissa shares insights on how Gray Solutions used the culture of the company to guide the branding process. Key Takeaways
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| 09 May 2024 | Navigating Modern Manufacturing: AI, Recruitment, and Marketing | 00:28:15 | |
Kristin Graybill is the Vice President of Commercial Strategy at the Manufacturers Alliance and in her role, she speaks to hundreds of manufacturers all across the country. In this episode, we talk about the work of the Manufacturers Alliance whose mission is to drive economic growth and foster collaboration within the manufacturing sector. They do this by hosting peer programs, conducting research initiatives, and providing resources to leaders across departments in mid to large manufacturing companies. I ask her what trends trends she's seeing in manufacturing marketing, and we focused on the increasing risk and use of AI to streamline operations and enhance marketing efforts. We also talked about how "old school" manufacturers are being forced to modernize their marketing to compete in a tight talent market. Kristin echoed the need for marketers in the manufacturing sector to embrace innovation and leverage marketing strategies that appeal to the human element of their audience. Near the end of the conversation we talk about diversity and inclusion in manufacturing leadership. Kristin shares findings from recent research conducted by the Manufacturers Alliance on women's leadership in manufacturing. She highlights the challenges women face in middle management and disparities in perceptions of gender equality within the industry. Key Takeaways
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| 16 May 2024 | Trade Show Marketing Strategies from Automate 2024 | 00:22:13 | |
It's a question marketers all over the world face - "Are trade shows worth it?" We get this question time and again and are often asked which industry trade shows are best to attend and exhibit at. After all, 89% of technical buyers said they plan to attend at least one in-person industry event this year. Last week, TREW Crewers Lee Chapman, Kara Moon, and Kasey Tyring attended the Automate trade show in Chicago to uncover the value of trade shows and what marketing and sales strategy can make your company stand out in a sea of other exhibitors on the show floor. We discuss their impressions of the show, the booths and attractions that stood out to them, and the cool tech they saw. Key Takeaways
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| 30 May 2024 | Email Marketing Myths Debunked: What Really Works in 2024 | 00:39:27 | |
Ever wondered how to truly optimize your email campaigns? Join us as we chat with Jeanne Jennings, founder of the Email Optimization Shop, about innovative strategies, myth-busting, and the latest best practices for email marketing. Discover how business metrics are your ultimate KPI, why straightforward subject lines work best, and the pitfalls of third-party email lists. Jeanne also explores the power of valuable content in newsletters over promotional material and discusses the evolving role of AI in enhancing email marketing effectiveness. Key Takeaways
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| 06 Jun 2024 | Pre-Show Partnerships and Post-Show Content: Trade Show Tips with Jake Hall | 00:35:52 | |
I was lucky enough to schedule this podcast recording on the very rare weeks when Jake Hall was not on the road. This conversation focuses on Jake's years of experience at manufacturing and engineering trade shows. He shares valuable strategies for companies who want to maximize their event spend, Including the most important strategies to take while planning, attending and following up with attendees post-show. We talk about the opportunity to capture video content with partners, clients, and your internal subject matter experts and how networking events can be just as important as the trade show itself. Key Takeaways
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| 13 Jun 2024 | Navigating Data and Content in the Era of Generative AI with Christopher Penn | 00:36:23 | |
Christopher Penn is a co-founder and Chief Data Scientist at Trust Insights. Chris' newsletter is something the TREW Crew passes around our slack channel on a regular basis. His insights into the latest news about data analytics, automation, and generative AI, have been immensely valuable to or team, and we are thrilled he accepted our invitation to be a guest on Content Marketing, Engineered podcast. In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, asks Chris all of our burning questions about generative AI. They discuss the challenges and opportunities that arise when using generative AI or in-platform AI tools, and he provide a unique perspective about how AI should really be used as a research tool - something technical marketers can use to increase their knowledge of highly complex industries. They discuss AI disclosures to stay compliant with recent EU regulations, copyright issues, and a framework to help you decide which tasks are truly worthy of AI. They also have a conversation about the rise of AI generated, no-click search and how marketers should update the way they approach content marketing. Resources | |||
| 20 Jun 2024 | How Honest and Strategic Messaging Led to Rapid Growth for Engineering Firm Hallam-ICS | 00:30:34 | |
Engineering firm Hallam-ICS has sustained growth over the last decade, crediting honest company culture, inbound marketing in niche service areas, and evolving brand messaging as the reason for their success. We talk to the president and CEO, Keith Flaherty on the latest episode of Content Marketing, Engineered. One thing that's truly special about Hallam-ICS is the company culture, it plays a huge role in recruiting and retaining employees and the messaging reflects this differentiator. Hallam-ICS is also seen rapid growth in niche expertise areas, such as toxic gas monitoring and arc flash, and Keith credits executive buy-in of inbound marketing as the reason they've grown and generated millions of dollars in leads in those areas. We also discuss how messaging changes with growth, and how to blend "small and friendly" messaging with "large and expert" messaging and how to stay consistent as more regional locations are added to the company. Takeaways
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| 27 Jun 2024 | Modern Public Relations: Micro Influencers, Niche Publications, and Generative AI | 00:39:01 | |
Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional journalists for coverage. They also touch on the use of generative AI and the changing landscape of journalism and PR. The conversation covers social listening tools, influencer research, and the impact of generative AI on the PR landscape as well as the importance of trust and authenticity in content creation.
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| 11 Jul 2024 | The Secrets to Growth for System Integrators with Jack Barber | 00:26:03 | |
Has your growth stalled as a system integrator? Then this episode is for you! I talk with a senior consultant who works with system integrators to avoid common sales and marketing pitfalls that hinder growth. This week, I'm joined by Jack Barber, Senior Business Consultant for Exotek, a boutique consultancy firm focused on system integration companies in industrial automation. Jack has more than 25 years of experience in the system integrator (SI) space, and was kind enough to share his wisdom about what he sees are the most common mistakes SIs make and how he educated them to be disciplined in order to grow leads and expand within their current clients. We talk about the importance of focusing on specific niches and differentiating yourself in the market. SIs oftentimes fall in the trap of saying they "do it all" which can leave potential buyers confused about their strengths. We also touch on the discipline it takes to be successful during account management, and the importance of expanding accounts instead of just completing a project and moving on to the next client. Takeaways
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| 18 Jul 2024 | How B2B PR Should Fit into Your Integrated Marketing Strategy | 00:24:13 | |
Industrial manufacturing and engineering companies may go decades without considering a Public Relations strategy. Our guest this week shares why PR shouldn't be overlooked in your overall marketing strategy.
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| 25 Jul 2024 | SEO Series: What the Heck is Going on at Google?! | 00:33:48 | |
Have you recently found yourself saying, What the heck, Google?! Google search results have been experiencing significant changes, with an increase in discussion sites like Reddit and Quora appearing in search results. This is due to Google's emphasis on first-person experience (EEAT) and combating misinformation. However, the results often include outdated information and unreliable advice. Additionally, Google's AI overviews, formerly known as Search Generative Experience (SGE), have been quietly rolled out, providing automatic answers to queries but sometimes pulling in inaccurate information from sources like forums. The leaked Google algorithms reveal that clicks, click-through rates, and length of page visits are ranking signals, while on-page SEO and technical backend optimization are less important than we previously thought. To adjust to these changes, marketers should diversify their strategies and focus on reaching their audience where they are through channels like YouTube, events, thought leadership, referrals, digital advertising, and public relations. Content strategies should prioritize deep technical content, real-world projects, and data, rather than introductory topics. It's important to stay flexible and adjust plans as Google's search landscape continues to evolve.
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| 01 Aug 2024 | SEO Series: Is Inbound Marketing Still Working? | 00:36:45 | |
Worried about Google's generative AI changes? Don't panic! Learn actionable strategies to pivot to mid-funnel content and use AI tools to navigate this new SEO environment successfully. As we continue our SEO series, Wendy and Dale Bertrand delve into the evolving landscape of Google’s search results due to changing algorithms and the integration of generative AI. Dale emphasizes the need to plan proactively for upcoming uncertainties. He advises marketers to pivot their focus towards middle-of-the-funnel content, targeting customers who have identified their problems and are actively seeking solutions. Their conversation underscore the importance of adapting marketing strategies to provide unique, valuable information that truly resonates with the target audience instead of chasing trends. Additionally, Wendy and Dale delve into the use of AI tools in marketing and stresses the importance of measuring success through conversions and sales rather than merely focusing on traffic and rankings. Takeaways
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| 08 Aug 2024 | How We're Using AI Tools for Content Marketing | 00:38:24 | |
Writers from the TREW team share how they're using AI chat technology in the writing process. They also give tips on when to use tools like ChatGPT Teams and how to construct prompts and chat threads to get a better result. We touch on a few different AI tools including ChatGPT Teams, Claude, Perplexity AI, and Gemini. The two TREW Crewers emphasized that AI is a tool that enhances the writing process but doesn't replace human creativity. Tips for integrating AI into marketing processes include starting small, treating AI as an assistant, and iterating on prompts. Takeaways
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| 22 Aug 2024 | What to Expect at the Marketing AI Conference (MAICON) 2024 | 00:23:00 | |
Fellow marketers, have you started your AI journey yet? No matter what stage of the journey you're on, The Marketing AI Institute is a resource you can use to accelerate your use of AI. Cathy shared the institute's mission to to make AI approachable, accessible, and actionable for marketers, focusing on AI literacy for all. They institute provides many free resources to get started including blogs, white papers, podcasts, research, online courses, and events. The podcast is one great way to learn a little more each week about the latest in AI for marketing and beyond. We spent a lot of time talking about MAICON and as a past attendee, I can say the event is something every marketer should add to their calendar. From networking, to valuable sessions, to learning from fellow marketers, MAICON is a can't-miss event. Takeaways
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| 05 Sep 2024 | Overcoming Recruitment Challenges with Strategic Marketing and Community Engagement | 00:26:40 | |
If you're like most industrial companies, attracting and retaining talent is one of your biggest challenges. In this episode we discuss how marketing can play a critical role in recruitment initiatives and community engagement. This episode is full of out-of-the-box initiatives that were very successful for Batesville Products Inc. From rewriting job descriptions, engaging in community events and local schools, and developing a children's book. Mary explains how they leveraged their company culture and unique selling points to attract the right candidates. Mary offers advice for marketers tasked with meeting recruiting goals and shares insights on reaching younger professionals. Takeaways
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| 12 Sep 2024 | Building a Career Marketing for B2B Tech Startups | 00:45:52 | |
Curious about the fast-paced world of B2B tech startups? In this episode, fractional CMO Mary Anne Gunn shares her experiences navigating the challenges and opportunities of startup marketing. From building strong customer relationships to balancing sales and marketing, Mary Anne provides actionable insights to help marketers thrive in an ever-evolving environment. Drawing from her 25+ years of experience, Mary Anne highlights the importance of adaptability in startup environments, understanding what your customers care about, and aligning marketing with high-level business goals. She discusses how to handle the pressure to deliver leads quickly while still laying a strong strategic marketing foundation. Mary Anne also provides practical tips on navigating the volatile nature of startups, balancing sales and marketing alignment, and staying up-to-date in a fast-changing marketing landscape. Takeaways
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| 19 Sep 2024 | AI Strategies and Tools for Industrial Marketers | 00:39:24 | |
In this episode, VP of Account Service, Jennifer Dawkins, talks about her experiences at MAICON, the Marketing Artificial Intelligence Conference. Jennifer shares the high-level timeline of how AI is expect to evolve over the next decade and how marketers can keep up. They discuss the rapid advancements in AI, the importance of AI literacy for organizations, and the evolving landscape of content marketing in the age of AI, including the broader copyright implications. As AI chat continues to answer user questions accurately, we discussed the importance of moving away from "what is" content, and work towards creating compelling content that stands out - with unique points of view and personal anecdotes. I also ask her about the new AI tools she's excited to learn about and try, including video editing tools and integration tools. The main takeaway from the conference? AI is here. If you don't learn it, you'll lose business to your competitors and it will ultimately hinder your career as a marketer. But it doesn't have to be impossible to learn or implement, start small and don't let initial AI mistakes dissuade you from taking advantage of the tools.
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| 26 Sep 2024 | The Eight Pillars of ROI-Driven Marketing for Manufacturers | 00:31:46 | |
Chris Peer, the author of The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies joins us on the podcast this week to walk through all eight pillars and share what he thinks the most important are for industrial marketers. We talk about how to structure marketing operations for success and how to get in front of leadership with the right data that is meaningful to grow your influence within the organization and demonstrate the impact marketing can have. Takeaways
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| 03 Oct 2024 | Sales vs. Marketing: How to Bridge the Divide | 00:32:51 | |
How can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk about the common misunderstandings between teams and how to work together. This episode is all about the age-old battle (or more, "misunderstanding") between sales and marketing departments and how to work through tension that often occurs. We explore the customer journey, the significance of effective communication, the need for alignment in strategies, and the need for quality metrics reporting. Mark discusses the role of personal branding on LinkedIn, and practical advice for bridging the gap between sales and marketing teams. Takeaways
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| 10 Oct 2024 | How to Leverage Clean Data and AI for Effective Email Marketing | 00:35:03 | |
Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should review your email list, when to delete inactive recipients, and how AI plays a role. Takeaways
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| 17 Oct 2024 | Breaking Into New Markets: Prototyping, Messaging, and Managing Risk | 00:36:21 | |
If you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector. But there is a lot that goes into making the decision to launch into a new market and even when you do make the decision, it can take years and many trial and errors to gain market share. That's why I had John Schober, founder of Sorian, on the podcast this week. John has decades of experience consulting for businesses who are interested in launching into new markets. He shares insights on entering new markets, emphasizing the importance of experimentation, understanding customer needs, and developing a strong value proposition. He discusses the iterative process of prototyping and feedback, risk management, and the necessity of collaboration across teams. Additionally, he highlights effective marketing strategies and the role of technical marketing in successfully penetrating new markets. Takeaways
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| 24 Oct 2024 | Find Your People at the Industrial Marketing Summit | 00:28:23 | |
Calling all industrial marketers! The Industrial Marketing Summit is BACK! On this week's episode, we're sharing all the details on what to expect from the second annual Industrial Marketing Summit, the go-to event tailored specifically to the challenges of marketers in the B2B manufacturing, engineering, and technical industries. I invited Joe on the podcast this week to talk about what he's most excited about for next year's event and why we started IMS in the first place. We'll peel back the curtain on the event schedule, covering workshops, keynote sessions, panels, and roundtables. We also talk about the positive feedback we received from the 2024 event and how this marketing summit is different from other marketing conferences you could attend. Takeaways
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| 31 Oct 2024 | Recapping Our Time at Content Marketing World 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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