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Content Marketing, Engineered Podcast | TREW MarketingHow to Create Kick-Ass PR Campaigns for Engineering Companies As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trusted technical and trade publications are gaining influence, and a strong PR strategy can help your brand break into these outlets—and boost visibility in AI-driven search results. Here's how to build a successful PR campaign. In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, discusses the evolving landscape of public relations (PR) and its significance in today's marketing strategies. The conversation covers the barriers marketers face in implementing effective PR campaigns, the importance of i...2025-07-0941 minContent Marketing, Engineered Podcast | TREW MarketingComparing Content Preferences of Engineers in Europe and the USChances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to include data about the buying decisions of engineers and technical buyers across Europe. We dive into the differences and similarities between the two audiences. In this episode, Wendy Covey chats with Udo Bormann, Senior Marketing Manager at Elektor Media, to discuss the findings from the 2025 State of Marketing to Engineers report. They explore regional differences in marketing strategies, the importance of digital content such as video, social media trends, and the evolving role of A...2025-05-1538 minContent Marketing, Engineered Podcast | TREW MarketingBehind the Questions: Inside the 2025 State of Marketing to Engineers ReportHave you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? In this episode, we pull back the curtain on the research process, revealing the strategy and collaboration that shape the insights industrial marketers rely on year after year.Whether you're a longtime reader of the report or new to marketing to technical audiences, this behind-the-scenes look offers valuable context for understanding the data and how it reflects the evolving behavior of engineers and technical buyers.In this episode, Wendy Covey is...2025-05-0130 minContent Marketing, Engineered Podcast | TREW MarketingNavigating Industrial Marketing Challenges in a Shifting EconomyFeeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with less. By focusing on efficiency and honing in on what truly drives results, marketing teams can continue to make a meaningful impact, even amid tightening budgets and evolving business priorities. In this episode Wendy Covey interviews Karla Gregory, Digital Marketing Manager at Sumitomo Drive Technologies. They discuss Karla's career journey, the importance of strategic marketing planning, and the challenges faced in the current economic climate. Karla shares insights on leveraging AI for marketing eff...2025-04-1729 minContent Marketing, Engineered Podcast | TREW MarketingLeveraging First Party Data in a Cookieless Marketing LandscapeThis week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more effective, privacy-conscious digital campaigns. In this episode, Wendy Covey speaks with Devin Webb, Performance and Innovation Manager at EETech about the evolving landscape of digital marketing, particularly focusing on the transition from third-party cookies to first-party data. They discuss the implications of this shift for marketers, the importance of utilizing Google Ads for targeted campaigns, and the necessity of measuring success through tools like Google Analytics. Devin shares insights on contextual targeting and emphasizes the n...2025-03-2022 minContent Marketing, Engineered Podcast | TREW MarketingRecapping the 2025 Industrial Marketing SummitIn this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights on key themes such as the impact of AI on marketing, the importance of customer voice, and the shift towards video-first content. The conversation highlights the community aspect of the event, emphasizing networking opportunities and the value of personal branding. They also touch on how to access recording of the Industrial Marketing Summit sessions via the Digital Pass. Plus, the team talked about future plans for the summit and the release of new research on marketing to...2025-03-0633 minContent Marketing, Engineered Podcast | TREW MarketingCould Amazon be the Industrial Sales Channel You're Missing?Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to get their products on the Amazon platform and meet the buying preferences of a new generation of buyers. In this episode of Content Marketing Engineered, Wendy Covey interviews Will Tjernlund, co-founder of Goat Consulting, about the significance of Amazon for B2B businesses. They discuss Will's background, the journey of transitioning to Amazon selling, the advantages of using Amazon over traditional e-commerce, and how to navigate distributor relationships. The conversation also covers identifying suitable B...2025-02-2026 minContent Marketing, Engineered Podcast | TREW MarketingThe State of AI: Chatbots, Reasoning Models, and Agents Haven't figured out what your New Year's Resolution will be? Consider leaning in to AI adoption in 2025. Stave Cunningham shares how you can become the Hero of AI adoption at your company. n this episode, Wendy Covey interviews Steve Cunningham, co-founder of Simple Academy, discussing the evolving landscape of AI adoption in businesses. They explore the changing attitudes of business leaders and employees towards AI, the stages of AI transformation, and the importance of creativity in marketing roles. Steve shares insights on implementing AI in organizations, the future of AI with agents, and how individuals can adapt an...2024-12-0538 minContent Marketing, Engineered Podcast | TREW MarketingDifferentiate Your B2B Marketing in 2025: Strategies to Stand Out in an AI-Driven LandscapeCan you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025. In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates w...2024-11-2133 minContent Marketing, Engineered Podcast | TREW MarketingRecapping Our Time at Content Marketing World 2024 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. Join me as Lee Chapman and Morgan Norris share their insights from the mentorship program, the manufacturing master class, and the countless inspiring sessions they attended. We'll discuss the latest AI innovations, the power of personal branding, and the evolving landscape of video marketing.They also share their honest thoughts on the conference party, and we'll look ahead to future in...2024-10-3127 minContent Marketing, Engineered Podcast | TREW MarketingHow We're Using AI Tools for Content MarketingWriters 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.Jamie Tokarz, Senior Content Strategist, and Julia Holliday, Senior Inbound Marketing Specialist, both use AI chat tools to take their projects up a notch. We discuss how they're using AI tools for research, ideation, content mapping, and editing as well as how these tools have changed since they were first introduced. Has their output improved in...2024-08-0838 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series: Is Inbound Marketing Still Working?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 st...2024-08-0136 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series: What the Heck is Going on at Google?!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...2024-07-2533 minContent Marketing, Engineered Podcast | TREW MarketingNavigating Data and Content in the Era of Generative AI with Christopher PennChristopher 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...2024-06-1336 minContent Marketing, Engineered Podcast | TREW MarketingTrade Show Marketing Strategies from Automate 2024It'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 t...2024-05-1622 minContent Marketing, Engineered Podcast | TREW MarketingWhat We've Learned from the Pilot of Google's Search Generative Experience (SGE)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 outIn 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....2024-04-1828 minContent Marketing, Engineered Podcast | TREW MarketingUpdating your 2024 & 2025 SEO Strategy with Kyle Roof 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. Kyle Roof is the co-founder of Internet Marketing Gold and PageOptimizer Pro and he's the Lead SEO of High Voltage SEO. Kyle is also one of our most popular guests on Content Marketing, Engineered. The last time he was on the podcast was two years ago and wow, have things changed in the SEO landscape since then.2024-03-1436 minContent Marketing, Engineered Podcast | TREW MarketingWhy Successful Technical Companies Rely on Content Marketing 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. If you look at Craig Coffey's LinkedIn profile, you'll find an impressive career in B2B marketing and you may even notice that many of his roles lean heavily on content marketing. Craig is no stranger to the power and success a content marketing strategy can bring to an organization. I brought Craig on the podcast to talk about his career and hi...2024-03-0749 minContent Marketing, Engineered Podcast | TREW MarketingUnderstanding the Technical Buyer: 2024 State of Marketing to Engineers Report Targeting engineers and technical buyers? We walk through the ways your ideal audience is researching solutions, making purchasing decisions, and spending time online. The State of Marketing to Engineers Research Report is in its 7th year! GlobalSpec and TREW Marketing have teamed up all these years to understand the behavior and strategy of the technical buyer and engineer. What are their research habits? What are their channel preferences? How are they spending their time online outside of work? On this week's episode, I'm joined with CJ Haight, Content Marketing Manager at Global Spec to go over some o...2024-02-2952 minContent Marketing, Engineered Podcast | TREW MarketingThe Importance of Online Reputation Management for Industrial Companies 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. Matthew Olson is the President of Signalfire, a creative marketing agency based in Wisconsin. Signalfire was a brand sponsor of 2024 Industrial Marketing Summit and after meeting him and his team at the event we knew we had to have him on the podcast. Signalfire started in 2006 and has a unique mix of clients. Today Matthew and his team are focused on helping clients in the industrial manufacturing and tourism industries. While these t...2024-02-2237 minContent Marketing, Engineered Podcast | TREW MarketingWorking Together to Solve Manufacturing's Talent and Image Issues with Meaghan ZiembaMeaghan Ziemba shares how manufacturers can attract young talent and how to use marketing to manage their brand to sustain success for years to come.Mavens of Manufacturing were a Media Sponsor for this year's Industrial Marketing Summit. Behind the brand is the very talented and champion for Manufacturing - Meaghan Ziemba. Meaghan is the owner of Z-Ink Solutions, a technical copywriting and editing service. On this episode, Meaghan and I discuss the skill development and hiring issues the manufacturing industry is facing, what benefit marketing has to correct some branding issues in the industry, and the...2024-02-1546 minContent Marketing, Engineered Podcast | TREW MarketingA Quick Recap of the 2024 Industrial Marketing Summit After a whirlwind few days in Austin, Texas at the Industrial Marketing Summit, Kasey Tyring and Wendy Covey share their highlights of the event. Wow! If you didn't attend the 2024 Industrial Marketing Summit, you missed out on one of the most special, engaging, and valuable industrial marketing events of the year - and it's not just us saying that! A quick look at the #IMSummit tag on LinkedIn shows just how impactful this conference was to industrial marketers. In this episode of Content Marketing, Engineered, I talk with Kasey Tyring, Senior Inbound Marketing Specialist at TR...2024-02-0934 minContent Marketing, Engineered Podcast | TREW MarketingBeyond PR: How to Leverage Technical Publication Communities with Patrick Hopper 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 Hopper is the Publisher and President of OpenSystems Media which publishes well-known industry publications such as Embedded Computing Design and Military Embedded Systems. As the president, Patrick straddles both sides of the operation, working on the content side and client/advertising side. I've worked with Patrick for over a decade in various capacities and I invited him to join me on the podcast to share all the different ways marketers can ut...2024-01-2534 minContent Marketing, Engineered Podcast | TREW MarketingBuilding A Strong Personal Brand with Chris Luecke 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. I invited Chris Luecke, Founder and Podcast Host of Manufacturing Happy Hour on the podcast to share how he built his personal brand, how it benefited him as a salesperson, and how to get started.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 t...2024-01-1827 minContent Marketing, Engineered Podcast | TREW MarketingWhat Marketing Metrics You Should be Tracking in 2024 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. There have been so many industry changes in marketing over the last 12 months from how users are searching, what platforms their using, and how the channels themselves are serving up content. As we grapple with all these changes and its effect on organic traffic, it's important make adjustments to your marketing analytics, whether you keep a weekly scorecard, monthly spreadsheet for stakeholders, and so on.I sa...2024-01-1154 minContent Marketing, Engineered Podcast | TREW MarketingHow to Increase Organic Traffic and Improve Domain Authority with a Content AuditJanuary 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. A content audit is a great exercise to complete in January when you're preparing and organizing your marketing plan for the year. A content audit gets you organized and can help you align and update your messaging. I spoke with two TREW Crew members, Jennifer Dawkins, Vice President of Account Services, and Kara Moon, Senior Inbound Marketing Specialist, on the podcast w...2024-01-0418 minContent Marketing, Engineered Podcast | TREW Marketing2023 Marketing Wrapped - AI, Search, Social, and Strategy for 2024We'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.In 2023, TREW Marketing celebrated its 15th anniversary! While we've seen tons of changes in industrial marketing over the years, 2023 seems to be unique in its changes due to the rise of artificial intelligence (AI) and the need to update many channel strategies. In this episode Lee Chapman, TREW's President and I discuss the biggest changes and...2023-12-2128 minContent Marketing, Engineered Podcast | TREW MarketingOptimizing for LLMs and Google's Search Generative Experience (SGE) with Dale BertrandThe 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 Bertrand is the CEO and Founder of Fire&Spark, an SEO agency. Dale is also a popular speaker, sharing his expertise at conferences like INBOUND and Content Marketing World. We invited Dale to share what he's learned in 2023 - specifically in regards to the changing nature of search marketing and how marketers should update their strategies t...2023-12-1434 minContent Marketing, Engineered Podcast | TREW MarketingBecome a Better Technical Writer with the Content Writing, Engineered CourseEvery 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. The Content Writing, Engineered course is designed to teach marketers, sales professionals, and engineers in technical companies how to write compelling yet technical content for their target audiences. Senior Inbound Marketing Specialists Julia Holliday and Kasey Tyring took the course this year and they discussed what they learned with the course instructor Morgan Norris, TREW's Senior Brand Strategist.2023-11-3030 minContent Marketing, Engineered Podcast | TREW MarketingThe Keys to Successful Sales Enablement with Pam DidnerA 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.Pam Didner has an impressive career history, which includes various roles at Intel, becoming a marketing professor, and then transitioning to becoming a sought-after marketing thought leader and keynote speaker. In this week's episode of Content Marketing, Engineered, Wendy and Pam discuss the importance of sales and marketing alignment, understanding your marketing bandwidth and boundaries, and what true, successful sales enablement actually looks like.ResourcesConnect with Pam...2023-11-1641 minContent Marketing, Engineered Podcast | TREW MarketingStaying Top-of-Mind During the Technical Buyer’s Journey 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. Mary Keough is a seasoned marketer both in the SaaS and industrial marketing space and shares insightful marketing tips to her more than twenty thousand followers on LinkedIn. There's a reason why she's so popular - she's authentic. You can tell the marketing strategies she shares have been hard-won by experience. One of her favorite topics? Marketing and sales alignment. I spoke with Mary on this week's episode of Content Ma...2023-11-0935 minContent Marketing, Engineered Podcast | TREW MarketingHow Manufacturers Can Forge a Winning Relationship with Their Distributors 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. This week I was joined by Tom Paul, CEO of BAM!, a mobile distributor portal. I wanted to have him on to give manufacturing marketers a different point of view on how our content can benefit or be reworked to serve our va...2023-11-0233 minContent Marketing, Engineered Podcast | TREW Marketing2024 Marketing Planning with Eddie Saunders Jr: Advertising, Comarketing, and Developing EmpathyWendy 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.2024 is looming just a few short months away! As marketers, it's time to think about updating our strategies for the new year - where to focus our efforts, which channels to invest in, and how we can level-up our craft. I had Eddie Saunders Jr. on the podcast this week to give his insights into these topics. We talked about about the underused tactic of comarketing, how TikTok can be added to...2023-10-2624 minContent Marketing, Engineered Podcast | TREW MarketingEverything You Need to Know About the 2024 Industrial Marketing Summit The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit. The Industrial Marketing Summit is shaping up to be a can't-miss event on any industrial marketer's calendar. Wendy Covey, Joe Sullivan, and Adam Beck got together to talk about what to expect from the summit. The event takes place January 31 - Feb 2 at the University of Texas at Austin campus in the AT&T Hotel and Conference Center. TREW Marketing, Gorilla 76, and CADENAS PARTSolutions are hosting the event after they noticed a need for...2023-10-1923 minContent Marketing, Engineered Podcast | TREW MarketingMarketing in Electronics Manufacturing: Pro Tips from Sannah Vinding 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. In electronics manufacturing, theres always so much to do - especially in marketing. From setting up your sales team for success, to producing valuable and memorable content, to working with distributors. How can you get it all done? Sannah Vinding, Digital Marketing Director at Micro Commercial Components, uses "swim lanes" to keep everything organized. She breaks down her strategy in the latest episode of Co...2023-10-1223 minContent Marketing, Engineered Podcast | TREW MarketingValuable Takeaways from Content Marketing World 2023 Morgan and Wendy recap their epic week at Content Marketing World 2023! Wendy Covey and Morgan Norris were in Washington D.C. last week to attend and share their own expertise at Content Marketing Institute's annual Content Marketing World conference. ResourcesConnect with Morgan on LinkedInLearn more about Content Marketing WorldLearn More about Content Marketing InstituteElizabeth Banks' American Heart Association CommercialBlog: The Power of Voice of Customer Insights for Engineering CompaniesBlog: Stop, Collaborate, and Listen: Harness Voices of CustomersPodcast: Conducting Customer Interviews with Morgan NorrisConnect with TREW Marketing Learn Abou...2023-10-0549 minContent Marketing, Engineered Podcast | TREW MarketingHow Industrial Marketers Adapt to Reach Technical Buyers of All Ages The state of industrial marketing is changing fast! As the demographic of engineers and technical buyers evolves, so too should our marketing efforts. On this week's episode of Content Marketing, Engineered, I spoke with Nikki Gonzales, Head of Partnerships at QuoteBeam and host of the Automation Ladies podcast. As a millennial with a storied work history in the industrial manufacturing and software industries, Nikki brought a fresh point of view on how to market and sell to engineers and technical buyers.We discussed how ignoring your outdated internal processes can cost you young talent, whether yo...2023-09-2845 minContent Marketing, Engineered Podcast | TREW MarketingINBOUND23 Recap - New Tools and AI Tips from HubSpot's Annual Conference Senior Inbound Specialists Kara Moon and Kasey Tyring share the highlights of what they learned from INBOUND23, HubSpot's annual marketing conference. HubSpot's annual INBOUND conference is something we look forward to every year and this year, Senior Inbound Specialists Kara Moon and Kasey Tyring attended the conference in Boston. After an action-packed week of marketing sessions spanning all topics from analytics to social media, they join me on the podcast to share what they learned and what we can expect from the all-in-one tool for marketers. They discuss the main theme of the conference, Artificial In...2023-09-2133 minContent Marketing, Engineered Podcast | TREW MarketingHow to Turn the Knowledge of Your SMEs into Exceptional Content 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. She is a star writer that produces amazing content and all her clients love her and love working with her...we were thrilled to have our very own Jamie Tokarz on the podcast this week! Jamie is a Content Strategist and has helped TREW clients produce exceptional content using their own Service Matter Experts (SMEs) for more than eight years. We invited Jamie to teach us how...2023-09-1424 minContent Marketing, Engineered Podcast | TREW MarketingB2B Email Marketing Tips That Actually Work with Jay Schwedelson He's a crowd favorite at HubSpot's Inbound conference, now he's here to share his latest tips in B2B email marketing. Are you banging your head on your keyboard thinking your attempts at reaching your audience via email is fruitless? We get it, B2B email marketing can seem like you're getting lost in the inbox. That's why we had Jay Schwedelson on, the founder of SubjectLine.com and Outcome Media. Jay has presented on email marketing for years - one of our team's favorite presenters at HubSpot's annual Inbound Marketing Conference. Jay has a talent for re...2023-09-0729 minContent Marketing, Engineered Podcast | TREW MarketingHow to Create Kick-Ass PresentationsSay goodbye to death-by-powerpoint! Richard Goring shares his top presentation tips.Richard Goring is a director at Bright Carbon, a content creation company producing anything where visually storytelling is useful such as presentations, explainer videos, infographics, etc.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...2023-08-3129 minContent Marketing, Engineered Podcast | TREW MarketingThe Power of Integrated Data Across Marketing, Sales, Distribution, and BeyondJohn Joyce joins us to share how integrating data across departments, distributors, and countries can really work.John Joyce is one of those unique marketers that have worked on both sides of the business, within a marketing agency and in an internal marketing department. His career is impressive. He spent the last 8 years at Brennan as the Global Marketing Director and in that role he essentially brought the established company into the 21st century with modern marketing. In this episode we talk about his most successful moments at Brennan including branding initiatives, video, and inbound and content...2023-08-2445 minContent Marketing, Engineered Podcast | TREW MarketingMozCon 2023 Recap: Doubling down on building authority and brand recognition for SEOErin Moore shares the key themes from MozCon 2023 and why going back to basics is a winning strategy.Erin More, TREW's Account Director, attended MozCon this year to bring back all the latest industry news on Search Engine Optimization (SEO). If you're a marketer or a practitioner of SEO specifically, you know how much things have changed in the last few years and even months in the world of SEO and search rank strategy. According to Erin, there were 4 big themes from MozCon 2023: Search is a lot more than Google searchThe way google interprets in...2023-08-1740 minContent Marketing, Engineered Podcast | TREW MarketingHow Industrial Marketers Approach Influencers, Storytelling, Video, and Personal Brands 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.Jordan Yates holds a unique title as a "Marketing Engineer," combining her mechanical engineering background from Texas Tech University and her role on the technical marketing team at Knowles Precision Devices. After graduating, Jordan leveraged social media, particularly LinkedIn, to her advantage. She cultivated a personal following by sharing technical demos and documenting her journey of learning new skills like soldering. T...2023-08-1025 minContent Marketing, Engineered Podcast | TREW MarketingMAICON Recap: How Marketers are Embracing the Evolving AI Landscape 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. At TREW Marketing, we are no strangers to the power of AI marketing tools to provide intelligence and streamline mundane tasks. However, the ever-evolving nature of AI means that there is always something new to discover. From innovative tools to ethical considerations, we knew it was crucial to attend MAICON, hosted by the Marketing AI Institute. TREW's Senior Brand Strategist, Mo...2023-08-0348 minContent Marketing, Engineered Podcast | TREW MarketingThe Marketing Boost - Quick Wins to Get You Out of Your Mid-Year Slump 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. As we enter the second half of the year, it's easy to get overwhelmed with all that's left to accomplish - especially this year when there's been so much uncertainty. Marketers are uneasy - there's been budget cutbacks, new AI, analytics and, social platforms to keep up with, and looming end-of-year reports to consider.So, I thought this would be a great time to talk with Lee Chapman, president of...2023-07-2028 minContent Marketing, Engineered Podcast | TREW MarketingHow to Tackle a Manufacturing Website Redesign as a Solo Marketer Working in a marketing department with a team of one? Here's how one solo marketer approached a full website redesign. On this week's episode of Content Marketing Engineered, I had the pleasure of hanging out with Amanda Dinauer. Amanda is one impressive marketer. She is the Marketing Director for three brands: LasX Industries, MicroMed Solutions, and FlexPak Services. How does she juggle it all?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...2023-07-1323 minContent Marketing, Engineered Podcast | TREW MarketingThe Future with HubSpot - New AI CRM and Generative Writing Tools New AI tools and more that continues to make HubSpot the best all-in-one marketing platform. I caught up with Chris Alexis, Mid-Market Sales Manager at HubSpot on the latest episode of the podcast. Chris and I have worked together for more than a decade and have watched the HubSpot platform morph and expand to serve businesses of all sizes, from start-ups to large enterprises and expanded its capabilities for coverage throughout the customer journey.Chris walked through the evolution of HubSpot from its beginnings an inbound marketing tool to today's all-in-one marketing, CRM, operations, and c...2023-06-2335 minContent Marketing, Engineered Podcast | TREW MarketingCultivating Connections Through Regional Technology Councils How to successfully approach networking events and what your local technology council can do for you. It was a true pleasure to have a conversation with Thom Singer. His career has taken a winding path guided by the powerful connections he's made over the years. Thom is a successful public speaker, author, and podcaster and his most recent role is the Chief Executive Officer of the Austin Technology Council where his mission is to bring Austin's technology companies together to engage the wider Austin community and ensure the future of Austin's technology business landscape.In th...2023-06-1527 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI for Marketing - Maintaining Trust and Building an AI PolicyIs your team using AI tools? Here’s everything you need to know to maintain trust and authenticity. In this week's episode, Morgan Norris, Senior Brand Strategist at Trew Marketing, shares everything she’s learned about Generative AI. Morgan has become our resident expert on all things AI tools and has sifted through dozens of tools to find out which ones are most valuable to marketers. Morgan shares the key features of the best performing tools for tasks like idea generation, editing, and content writing.We also highlight the ever-present need to stay authentic and trust...2023-06-0832 minContent Marketing, Engineered Podcast | TREW MarketingCreating Your Manufacturing Marketing FoundationIn 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. Here are the topics we covered in this episode:Executive buy-in of marketing effortsMarketing and sales silosSales enablement materialsThe value and ROI of consistencyThe difference between SME and AI sourced contentWhere to begin marketing for manufacturingThe Ar...2023-06-0143 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series | Taking a Conversion-Focused Approach to SEO Learn the fundamentals of taking a conversion-focused approach to SEO content to meet your audience where they are in their buyer’s journey, and drive sales and revenue for your business. Part 2 of our SEO mini-series continues with Dale Bertrand, President of SEO agency Fire&Spark. Like many SEO professionals, he didn’t start his career focused on marketing, content, or search. He started as an engineer, first in manufacturing and then in computer engineering building a supercomputer for the NSA, before a stint focused on AI. He brings his rare combination of engineering, AI, and SEO expert...2023-05-1837 minContent Marketing, Engineered Podcast | TREW MarketingSEO Series | The Evolving Search Landscape of 2023, from E-E-A-T to AI Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how these changes are impacting B2B engineering companies like yours. For part one of this two-part series on SEO for technical, B2B companies, we’re joined by Lily Ray, Senior Director of SEO and Head of Organic Research at Amsive Digital. Lily has spent the last 11 years in agencies, focused on SEO and organic research across many industries, and she brings a wealth of experience to our episode today.2023-05-0934 minContent Marketing, Engineered Podcast | TREW MarketingResearch Series | 2023 CMI Manufacturing Content Marketing Report Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. For part two of my two-part research series, Lisa Beets, Research Director for the Content Marketing Institute (CMI), joins me to walk through key findings from the 2023 Manufacturing Content Marketing Research Report. The report studies where content marketers working in manufacturing invest time and budget dollars, and the outcomes they are experiencing.This year's study spans a broad range of marketing topics, from content creation and management, distribution, metrics and goals, and budget allocation.There we...2023-05-0421 minContent Marketing, Engineered Podcast | TREW MarketingResearch Series | 2023 State of Marketing to Engineers Gain insights on how engineers and technical buyers find and consume content to make purchase decisions. Christian Haight (a.k.a. CJ), Content Marketing Manager at GlobalSpec, joins me on this episode to walk through key findings from the 6th annual research study conducted by TREW Marketing and GlobalSpec. The 2023 State of Marketing to Engineers Report includes a set of consistent questions we ask to monitor trends, such as preferred information sources and content types. We also take a deep dive into search behaviors, influencers, podcasts, and in-person events.In this episode we wal...2023-04-2745 minContent Marketing, Engineered Podcast | TREW Marketing15th TREWversary, and Oh How Marketing Has Changed Hear from TREW Marketing Co-Founders and early employees share stories about the company and how marketing has changed in the past 15 years. To celebrate TREW Marketing's 15-year "TREWversary," TREW Co-Founder Rebecca Geier, along with early employees Lee Chapman and Morgan Norris, joined me for a look-back episode. Expect to hear many stories on this episode, including:Where TREW Marketing got its nameThe most dramatic changes in marketing over the past 15 yearsCritical business decisions that shaped the agencyThe most unique technologies we learned about through client engagementsLearn more about TREW Marketing here.Resources...2023-04-2042 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI Update - News, Tools, Prompting, Crafting A Company Policy Hear the latest updates on generative AI for marketing, including tools we're kicking around, features we love, and prompting best practices for creating AI-assisted technical content. Morgan Norris, TREW Brand and Content Strategist, is on top of how AI tools can enhance our technical content writing process (not derail it). She's been researching and piloting various tools and staying abreast of the ever-evolving legal and cultural implications of generative AI.In this episode we cover:Marketing AI news, including a statement and guidance from the U.S. Copywrite OfficeGenerative AI tools we are trying ou...2023-04-1332 minContent Marketing, Engineered Podcast | TREW MarketingGA4 is Here...It's Time to Bid UA Farewell Forever Learn the differences between Google Analytics 4 (GA4) and Universal Analytics and find out how to transition to GA4. If you've logged into your Google Universal Analytics (UA) account on or after March 1, 2023, you've realized that you have a new tool: Google Analytics (GA4). In this episode, Kasey Tyring, Senior Inbound Marketing Specialist at TREW Marketing, walks through the major differences between the two tools and how to get up-to-speed on GA4.A few key points you'll hear during the episode:Web visits (and a few other key metrics) are counted differently in GA4, so do...2023-04-0622 minContent Marketing, Engineered Podcast | TREW MarketingDaily Videos Part of a Robust Content Marketing Strategy For Optics ManufacturerLearn how a leading optics manufacturer uses daily videos and other content marketing tools to differentiate from their competitors.Cory Boone, Technical Marketing Manager at Edmund Optics, is a big believer in content marketing for engineering companies, as you'll hear in this episode. He has found that through content, the company builds trust and credibility and stays top-of-mind with prospects and customers. Edmund Optics' multi-faceted content strategy includes daily videos which range from broad and basic, such as how optics are used in the world around us, to technical challenges where optics and photonics can b...2023-03-2327 minContent Marketing, Engineered Podcast | TREW MarketingHeard at ERA: Recap of the 2023 Electronics Representatives Association ConferenceHear the latest electronic components industry and marketing trends presented at the 2023 ERA conference. TREW Marketing Senior Brand and Content Strategist, Morgan Norris joined me for the 2023 Electronics Representatives Association (ERA) conference, held in TREW's hometown of Austin, Texas. In this episode, we share some of the trending topics we heard in keynotes and sessions as well as share highlights from our presentation, Transforming Your Brand Into a Trusted Resource.Some of our marketing takeaways include:Many of the rep firms are lacking differentiated messaging and their websites don't portray them as a knowledgeable t...2023-03-0940 minContent Marketing, Engineered Podcast | TREW MarketingGenerative AI For Industrial Content Development: a ChatGPT, Writer, and Jasper Showdown Can AI tools help to develop content targeted to engineers and technical buyers? The landscape is exploding with generative AI tools for content marketing. But when it comes to creating B2B marketing content, especially pieces targeted to engineers and technical buyers, are these tools actually helpful? This is what TREW Marketing set out to find through research and writing experiments.The episode kicked off with Morgan Norris, TREW Sr. Brand and Content Strategist, walking us through the variety of tools that aim to help marketers across content strategy, SEO, and content development. As we ho...2023-02-2336 minContent Marketing, Engineered Podcast | TREW MarketingTrends at TREW Marketing Learn which major projects and areas of investments are leading to the best results for TREW Marketing clients. Most of us are deep into marketing planning for 2023, and to help, we’ve been running a trend series to provide you with helpful information as you decide where to investment and make those important budgetary tradeoffs. (If you missed the previous trend blogs and podcast epiosde, you can find those through the links below).On this episode I share 5 major areas of investment for TREW Marketing’s clients. You’ll hear specific tactics being used and most imp...2022-11-1012 minContent Marketing, Engineered Podcast | TREW Marketing2022 Fall Marketing Conference Round-UpLearn what topics were trending and TREW's big takeaways from INBOUND, Content Marketing World, MozCon, The Martech Conference, and the PMM Summit.In this episode, I'm joined by several senior members of the TREW Crew to share the big trends and takeaways from conferences we each attended in Fall 2022. These included:INBOUNDContent Marketing World (CMW)MozConThe Martech ConferencePMM Summit Here are just a few of the topics we covered during the episode:Lee Chapman, TREW President, shared a key INBOUND theme of connectedness. Emerging from the isolated Covid times, marketers (and humans in g...2022-10-2053 minContent Marketing, Engineered Podcast | TREW MarketingLasso Your Content Chaos Learn how to take a strategic and proactive approach to content planning. Jennifer Dawkins, Vice President of Account Services at TREW Marketing, is an expert in content planning for both start-ups and enterprise companies. When it comes to the latter, she's seen her share of Content Managers who are overwhelmed with requests and have no formal process for planning and prioritizing content projects. This leads to random acts of content, lack of insight into performance, and a ton of aging content which can be detrimental to the brand.During the episode, Jennifer shares key steps in...2022-09-0828 minContent Marketing, Engineered Podcast | TREW Marketing2022 Content Marketing World Industrial Summit PreviewTake 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.On this episode I'm joined by Adam Beck, Director of Marketing for CADENAS PARTsolutions, and Joe Sullivan, Thinker and Founder at Gorilla 76, to take a sneak peek at this year's Industrial Marketing Summit event which will be held on September 15, 2022.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...2022-08-1127 minContent Marketing, Engineered Podcast | TREW MarketingRamping Up in a New B2B Marketing Role Starting a new marketing position at a technical B2B can be a daunting time. How can you ramp up and add value quickly? Alicia Keene, Inbound Marketing Specialist at TREW Marketing, has been the new marketer on the scene many times over. Through her experiences at an electronic components manufacturer and multi-client work at an agency, she quickly figured out that devoting time to learn and absorb in the early months will lead to higher quality and impactful work.During the episode, Alicia walks through 8 key steps for a new marketer to follow when ra...2022-06-0224 minContent Marketing, Engineered Podcast | TREW MarketingCompany Culture Communication with Lee Chapman Learn how companies define, reinforce and promote their culture to recruit and retain talent. Lee Chapman, TREW Marketing President and brand guru, knows that it is one thing to define company values, but the behaviors and actions of employees shape a company's culture. When the two are aligned and differentiated, great things can happen!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 cu...2022-04-2130 minContent Marketing, Engineered Podcast | TREW MarketingA Technical Leader's Inbound Marketing Journey with Matt Eurich Coming up through the technical ranks to leading a business, how do executives ramp up and keep up with inbound marketing? Matt Eurich, COO of Genuen and former President of WTI, is an engineer with a business mind. As he moved up the ranks from engineering to business leadership, he knew that the company's approach to marketing had some gaps.He thought that perhaps those gaps would be addressed by a once-every-three-year website project. He laughs now at the old him who just didn't know what he didn't know, and credits his trusted partnership with TREW for br...2022-03-2422 minContent Marketing, Engineered Podcast | TREW Marketing2022 State of Marketing to Engineers Research Highlights with Christian HaightThe 2022 State of Marketing for Engineers Research Report summarizes the survey results of more than 800 engineers and technical professionals from a variety of industries, including manufacturing, automotive, energy, electronic components, semiconductor, and aerospace/defense. TREW Marketing and GlobalSpec recently released our 5th annual study of how engineers and technical buyers seek and consume information to make purchase decisions. In this episode, Christian Haight joins host Wendy Covey to walk through some of the major findings from the report, including:Engineers value a company's technical expertise and responsiveness over price and company values 83 percent of...2022-01-2726 minContent Marketing, Engineered Podcast | TREW Marketing2021 Wrap Up and Look Ahead to 2022 Shifting strategy, LinkedIn, media and advice from technical marketers in the trenches were all highlights of our 2021 podcast season. Content Marketing, Engineered is almost two years old now! It's evolved and improved, but the focus remains steadfast on helping leaders and marketers reach highly technical audiences through content and digital marketing. In case you missed some of our episodes, here is a walkthrough of what we covered in 2021.Virtualizing the field sales role with Michael Knight, President of TTI's Semiconductor GroupLinkedIn Miniseries featuring 5 guests, each with a unique perspective on how to leverage the platform, including:2021-12-3011 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Successfully Pitching Media with Lisa Peterson In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're learning how to pitch media successfully, and what goes into a successful media relations campaign. Through this Media Miniseries we've learned that a lot goes into securing coverage in publications (whether paid placements or editorial coverage.In today's episode, Lisa Peterson, owner of Lisa Peterson PR, has spent decades pitching reporters, building relationships, and securing coverage on behalf of her clients. She believes that you...2021-12-1630 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Using Newswires in Your Media Strategy with Glenn Frates In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're breaking down news wiring services and covering -- what they are, when to use them, and how to use them to get your message across as effectively as possible. Through this Media Miniseries we've learned that there's a host of ways to get your information in front of your prospects. Newswires allow you to pay to wire content that you write over a public news line, so...2021-12-1427 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Connecting Via Online Communities with Erik Jansen In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring opportunities to connect with prospects via online communities From our research, we know that engineers look to content written by other engineers. For this reason, engineers look to content that has technical depth and a tone that's relatable. When writing content for your website or writing gated content like white papers and ebooks, writers leverage SME knowledge, customer interviews, research, and additional knowledge to create con...2021-12-0927 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Match Your Marketing Goals to Advertising Products with Patrick Carmody In the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're diving deeper into advertising -- and in particular how to align your marketing goals with the right advertising products to support your business. Last week, we gave a comprehensive introduction to advertising with technical trade publications, and this week, we're diving in deeper with advertising to really discuss marketing goals and how to achieve them with different advertising products.In today's episode, Patrick Carmody, Area...2021-12-0735 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Intro to Advertising for Technical B2B Companies with Lee DouglasIn the Content Marketing, Engineered Media Miniseries, we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. Today, we're exploring advertising -- how to think about it, what goals are reasonable, and where to focus your spend. Content marketing typically involves writing and publishing content on your own site, and attracting visitors to that content. But -- external channels can still be extremely helpful to broaden your potential audience. By paying for advertising in trade publications, you can capture your audience in another channel and dir...2021-12-0238 minContent Marketing, Engineered Podcast | TREW MarketingMedia Miniseries | Engaging Technical Editors with Gary Lerude In the Content Marketing, Engineered Media Miniseries, where we’re learning from media experts about how working with external news outlets and trade publications fits into your content marketing strategy. In today’s episode, we cover working with technical B2B trade publications from an editorial perspective. Content marketing typically involves writing and publishing content on your own site, and attracting visitors to that content. But -- external channels can still be extremely helpful to broaden your potential audience. By securing content in trade publications, companies can catch the attention of new prospects and draw them back to the...2021-11-3038 minContent Marketing, Engineered Podcast | TREW MarketingYour 2022 Marketing Planning Guide, Jennifer Dawkins Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan. Jennifer Dawkins, TREW Marketing VP of Account Services, has spent two decades crafting marketing plans for technical companies. In that time she's seen companies fall into some common traps when approaching planning, which leads to wasted budget, poor results, and a negative reflection on marketing as a whole. Being tactically driven, planning in a silo, and focusing on vanity metrics rather than business impact are among those typical mistakes marketers make.During the episode, Jennifer walks through key elements of her marketing pl...2021-11-2229 minContent Marketing, Engineered Podcast | TREW MarketingMisconceptions About Engineering & Scientific Buyers with Sandy WilliamsToo many marketing and sales professionals are targeting technical buyers with approaches that are either too aggressive, too fluffy, or too dry. Sandy Williams, Biomedical Engineering Ph.D. and President of Access Biomedical Solutions, has seen too many marketing and sales efforts fail due to misconceptions about the technical buyer leading to ineffective tactics. Buyer personas are helpful, but overreliance on these can be dangerous. Sandy reminds us that these buyers are often innovating -- looking for new ways of doing things or solving new problems -- and by acknowledging and appreciating their uniqueness companies can build t...2021-11-1842 minContent Marketing, Engineered Podcast | TREW MarketingUsing a Data-Driven SEO Approach with Kyle RoofAnalysis and testing are key on-page SEO tactics that can significantly lift search engine rankings. Kyle Roof, SEO consultant, patent-holder, product developer and trainer, is here to dispel a myth. People may believe that high-ranking pages in Google equate to the best content, but in reality, the Google algorithm boils down to math -- without human intervention. So it isn't necessarily the best content that wins, it's the most optimized-for-Google content that wins. (Case in point - check out the presentation link below in which Kyle presents how he boosted a site to a page one ranking u...2021-11-0432 minContent Marketing, Engineered Podcast | TREW MarketingINBOUND 2021 Recap with Julia Fellows Did you miss INBOUND 2021? Never fear, we have you covered with this recap episode. Julia Fellows, TREW Account Manager, joined me to recap trending topics and hot sessions from INBOUND 2021, an annual marketing and sales conference hosted by HubSpot. The event was held virtually again this year, and the emphasis weighed heavily towards marketing best practices, with a lighter touch on new product announcements by HubSpot. Email marketing has been hugely important to fill the face-to-face void during these COVID days, so it's not a surprise that this was a hot INBOUND topic. Speaker Jay Sch...2021-10-2122 minContent Marketing, Engineered Podcast | TREW MarketingDigital Customer Engagement Maturity Model with Richard BarnettHow well does your company fare at engaging customers online? Find out where you fall in the digital engagement spectrum and why companies with long sales cycles are shifting more spend towards digital sales and marketing programs. Richard Barnett, CMO of Supplyframe, is a self-professed fan of #models. Specifically, models and processes to help global electronics suppliers address engineering and production life cycles, from design to new product introduction. He has recently introduced the Digital Customer Engagement Maturity Model to the industry, which helps companies evaluate their current state in how they engage with prospects and customers online. 2021-10-0746 minContent Marketing, Engineered Podcast | TREW MarketingTakeaways from 346 Marketing & Sales Books with Douglas BurdettWhat recurring themes are found in 346 marketing and sales books?Douglas Burdett, Host of the popular Marketing Book Podcast, inhales one marketing or sales book every week. EVERY WEEK! He then interviews the author for what is typically a lively discussion around key principles or interesting take-aways from the book material.After recording 346 episodes (and counting!), Douglas has noticed some important recurring themes across these books, including:Marketers need to get into the revenue campMarketers and often do themselves a disservice by focusing on the wrong things Understand your customer by talking to them...directlyThe e...2021-09-2451 minContent Marketing, Engineered Podcast | TREW MarketingSecrets to Building a High-Peforming B2B Website With Erin Moore and Jamie Tokarz While most marketers have design on their mind, strategic planning and quality content are key steps to creating a high-performing B2B website. Erin Gleeson, TREW Marketing Account Director, and Jamie Tokarz, TREW Marketing Content Manager, stop by to share often-overlooked or under-appreciated aspects of the website redesign process that have a massive impact on web performance.Erin walks us through the website redesign strategy process, and why this step is critically important. During the website redesign strategy, you'll set goals and expectations, think through the user’s journey and identify their needs, and map out...2021-09-0932 minContent Marketing, Engineered Podcast | TREW MarketingOvercoming Imposter Syndrome in Manufacturing Marketing with Sam Morgan As a solo marketer, it can be a daunting task to ramp up (and keep up!) on all things inbound marketing while also wrapping your head around the technical solutions offered by your company. Sam Morgan, Sales & Marketing Specialist at Morgan Polymer Seals, wasn't always a technical marketer. He started his career in the music industry as both a songwriter and music label advertising coordinator. When he made the switch over to Morgan Polymer Seals as their solo marketer....well, you might imagine he had a lot to learn. Sam turned to books and podcasts to...2021-08-2626 minContent Marketing, Engineered Podcast | TREW MarketingWhy B2B Companies are Adopting HubSpotIf you are considering what CRM to adopt, seeking marketing and sales technology, or a new website CMS platform then this episode is for you. We also walk through how the HubSpot platform has evolved over time.Andre Leonard, Inbound Marketing Specialist for TREW Marketing, spends much of his time helping clients onboard and be successful with the HubSpot platform. He and I field many questions about HubSpot, running the gambit from what the platform is to which features have the biggest bang for the buck.In this episode, Andre and I walk through the...2021-08-1251 minContent Marketing, Engineered Podcast | TREW MarketingEngineer Transformed To Marketer With Chad Pasho"I'm just a technical guy adapting to the new reality of content marketing." Chad Pasho, Business Development Director for Mechanical Solutions, has always had one foot in engineering and one foot in business. It was logical then that he joined a vibration testing and monitoring company to help grow revenue and delight customers. In this role, Chad quickly grasped the importance of telling their story in a way that appealed to buyers. Persona exercises helped get this started, but ultimately deeper understanding over time and empathy provided a different frame of reference and led to mo...2021-07-1528 minContent Marketing, Engineered Podcast | TREW MarketingServing Engineers Through Visual Search with Matt JudgeImagine you are a worker on an offshore oil rig and your machine goes down. You notice a part has fallen off and is broken. You need to figure out who manufactured the machine (20 years ago!), describe the part to customer service, and hopefully find a replacement. And to make matters more complicated, you don't speak the same language as the manufacturer's service department. Meanwhile, the drilling has stopped, and which has a significant monetary impact on the company. Now envision an alternate scenario where you can snap a picture of the part with your iPhone, upload it to...2021-07-0129 minContent Marketing, Engineered Podcast | TREW MarketingAcquisition Rebranding With Genuen Leadership Take an inside peek into the rebranding process used to give life and focus to a multi-company acquisition. Mergers and acquisitions are an effective way to quickly achieve economies of scale, improve operational efficiency and expand into new market segments. They are a fast-track to diversification through organic group that helps mitigate risk. But from a marketing perspective, there are several key considerations to evaluate before moving forward with a full-scale rebranding launch.On this episode you'll hear details of a business rebrand initiative which was triggered by a business acquisition from three unique perspectives: Genuen CEO J...2021-06-1738 minContent Marketing, Engineered Podcast | TREW MarketingWomen In Electronics With Jackie Mattox Research shows that diversity and inclusion leads to higher revenue and profits. How can corporations start from where they are to improve in these areas? Jackie Mattox, Founder and President of Women in Electronics, has experienced first-hand the triumphs and tribulations that come from working in the male-dominated field of electronics. Her passion now is to support women of all stages in their careers through mentorship, education, and leadership development. She also wants to educate companies on the benefits of investing in women leaders, and help them identify ways to get started or improve.During this episode, y...2021-06-0323 minContent Marketing, Engineered Podcast | TREW MarketingApril Fools Special: When and How to Newsjack Tie your brand to a current event to boost brand recognition and reinforce corporate values. Lance Looper, TREW Marketing Brand and Content Strategy Director, has watched newsjacking evolve from a PR best practice to a well-honed content marketing strategy since his early days in the business. In that time, he's seen many successes but some BIG crash-and-burn attempts as well. In this episode, Lance and I debate the benefits and risks of newsjacking, and he shares four questions every marketer should consider before jumping in:1. Is there a tie between this event and my bra...2021-04-0128 minContent Marketing, Engineered Podcast | TREW MarketingLinkedIn | New Features & Key Takeaways with Julia Fellows Review key takeaways from the March LinkedIn Madness Miniseries and get the scoop on recent marketing features offered on the LinkedIn platform. Julia Fellows, TREW Inbound Marketing Specialist, set a personal goal this quarter for improving her knowledge of all things LinkedIn and this LinkedIn Miniseries was timed perfectly to help as a resources. Through listening to each episode, combined with Julia's own independent research and experience, she has distilled key themes and takeaways every marketer should know. During the episode, Julia also shares some of LinkedIn's new marketing features, such as stories, articles and newsletters. W...2021-03-2937 minContent Marketing, Engineered Podcast | TREW MarketingLinkedIn | High-Performing Campaigns with Erin Moore A whooping 88% of technical buyers find LinkedIn valuable, so it is no surprise that TREW Marketing clients are seeing success leveraging the platform as part of their marketing strategy. On this episode of our March LinkedIn Miniseries, TREW Marketing Account Director Erin Moore walks me through specific examples of how TREW clients have seen success leveraging LinkedIn. Each client's business is different and so are their goals, including start-up disruptor looking to educate the market on a new way of designing a product, an electronic components supplier using a meaty white paper to generate leads, and an engineering association ru...2021-03-2531 minContent Marketing, Engineered Podcast | TREW MarketingIntroducing the March LinkedIn Madness Miniseries Take a sneak peek at our upcoming miniseries focused on all things LinkedIn, from crafting that perfect post or ad to expanding your reach through deeper network engagement. COVID-19 continues to make a big impact on business operations, and one clear trend for marketing and sales is a greater focus on LinkedIn. To help you learn more and perform better with your LinkedIn efforts, I'm kicking off a month-long series studying trends and best practices across different facets of the platform.Here is the line-up:Introducing the March LinkedIn Madness Miniseries Don't be Boring with Joh...2021-03-0405 minContent Marketing, Engineered Podcast | TREW MarketingDeconstructing the Writing Process with Morgan NorrisMorgan Norris, TREW Senior Brand & Content Strategist is passionate about writing and creating really strong content. The 2021 State of Marketing to Engineers research found that 62% of engineers and technical professionals complete more than half of the buyer's journey online. They are seeking multiple pieces of information along their buyers journey for education, to find solutions, and build trust in potential vendors and suppliers.The barrier is much higher for technical content than your average B2B pieces. Technical audiences are skeptical and analytical, and do not want to be "marketed" or "sold" on a solution. Education, including...2021-03-0144 minContent Marketing, Engineered Podcast | TREW Marketing2021 State of Marketing to Engineers Research Findings with Jenn Corcoran Hear from the marketing strategists responsible for the 2021 State of Marketing to Engineers research report as they discuss key findings, their biggest surprises, and give advice on how marketers should approach the dynamic year that is 2021. Engineers can be a tough audience to crack, which is the catalyst for the State of Marketing to Engineers Report. For the fourth year in a row, TREW Marketing, which focuses exclusively on marketing to technical audiences, and GlobalSpec, a provider of data-driven industrial marketing solutions, have collaborated to research and survey the tactics, digital content types, and social platforms that are most e...2021-02-1839 minContent Marketing, Engineered Podcast | TREW MarketingSurvival Tips For The Solo Marketer With Julia Fellows Being a solo marketer at a technical company can be lonely and challenging. Hear tips for gaining influence, working efficiently, and how to stay sane wearing all those hats. If you are a solo marketer, Julia Fellows has walked in your shoes. In her former role at a technical engineering company before joining TREW Marketing, Julia was responsible for all things marketing....all by herself. 2020-12-1718 minContent Marketing, Engineered Podcast | TREW MarketingConducting Customer Interviews With Morgan Norris The voice of the customer provides powerful insight for messaging and content development. Learn how to conduct productive customer interviews. Morgan Norris, TREW Marketing Brand and Content Strategist, knows when she has nailed a customer interview, and the impact it can have on a company's messaging. She uses data from interviews to inform persona development, reinforce or debunk company differentiators, and uncover surprises (good and bad) touching everything from product quality to operational execution 2020-10-2926 minContent Marketing, Engineered Podcast | TREW MarketingContent Marketing Engineered... The BookOn this episode I'm joined by CME podcast regular Morgan Norris (who's also TREW Senior Brand Strategist and was a close collaborator to me throughout the book writing process). Morgan interviews me on all things Content Marketing, Engineered..the book. You'll learn why I took on this big project, who the book is written for (looking at you, marketers and curious executives at technical companies), and how to get the most out of each chapter.2020-05-2213 minContent Marketing, Engineered Podcast | TREW MarketingCritical Insights to 2020 Industrial Marketing with Amber CooleenHow do engineers use content to make purchase decisions? Hear the most (and least) surprising findings from recent research conducted by IEEE GlobalSpec and TREW Marketing, Smart Marketing for Engineers: Critical Insight to Engage Engineers in a New Decade including focus on the Millennial engineer.2020-02-2729 minContent Marketing, Engineered Podcast | TREW MarketingWhy You Should Listen to Content Marketing, EngineeredThis podcast is focused on you, the marketer in a technical company. Meet Podcast host Wendy Covey and preview the types of strategic and tactical topics to help you get motivated, work smarter, innovate and produce better results2020-02-2724 min