Shows
Content Marketing, Engineered Podcast | TREW MarketingBrand Marketing with Technical Publications — From PR to Ad CampaignsIn this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and strategies for technical companies to effectively communicate their news. They explore the importance of understanding the audience, the role of press releases, and the current trends in manufacturing and technology. Additionally, they talk through advertising strategies, paid media opportunities, and the significance of building brand awareness in a competitive market. Key TakeawaysSmaller companies can still tell valuable stories despite budget constraints.Brand awareness is key in a competitive market.Paid media o...2025-07-2429 minContent Marketing, Engineered Podcast | TREW MarketingExtending your Corporate Message Successfully as your Brand GrowsAs your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolves, too. Learn how to evolve your messaging and align both internal and external stakeholders along the way. In this episode of Content Marketing Engineered, Morgan Norris speaks with Chris Zmijewski, VP of Marketing at SAM, about the evolution of brand marketing and the transition of SAM into a data-driven solutions provider. They discuss Chris's journey in the company, the importance of internal messaging, leadership support, and the need for consistent communication across platforms, especially while acquiring m...2025-07-1032 minContent 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 MarketingA Technical Editor-in-Chief's Perspective on PR Best PracticesEver wonder if wiring and pitching press releases to technical publications is worth the effort? We spoke to the Editor-in-Chief of R&D World to uncover how marketers should be communicating and developing relationships with journalists to get the most out of their PR efforts. In this episode, Morgan Norris, Senior Brand and Content Strategist at TREW Marketing, talks with Brian Buntz, the Editor-in-Chief of R&D World at WTWH Media. They discuss the evolving landscape of public relations, content marketing, and journalism, particularly in the context of technical publications. They explore how news consumption has changed o...2025-07-0128 minContent Marketing, Engineered Podcast | TREW MarketingInside Brand Campaigns: A Marketer’s Perspective from the Engineering WorldAs AI-generated content becomes more widespread, marketers in technical industries are facing new challenges in building trust and visibility.In this episode, Morgan Norris interviews Elizabeth Evans, a senior marketing leader working in the engineering space, about her personal journey from product marketing to corporate brand strategy.Together, they explore how marketers can create more effective brand campaigns by focusing on messaging clarity, internal brand alignment, and long-term consistency. Elizabeth shares her own experiences leading brand initiatives in a complex B2B environment, highlighting the importance of cross-functional collaboration, internal brand evangelism, and customer journey...2025-06-1830 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 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 MarketingModern Public Relations: Micro Influencers, Niche Publications, and Generative AISam 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.In this episode, Morgan Norris, Senior Brand Strategist, interviews Sam Heimbach, a public relations professor at Texas State University. They discuss the evolution of PR, the impact of social media, and the role of employee voices in PR. 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 i...2024-06-2739 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 MarketingThe Power of Developing a Personal Brand in an Industrial Sales RoleIn 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....2024-03-2141 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 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 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 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 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 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 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 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 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 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 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 MarketingCrisis Communications With Morgan NorrisIn the face of crises, whether on a global scale like COVID-19 or local scale such as an accident onsite at your facility, communication is paramount. What messages need to be crafted both internally and externally, and how should those be delivered?2020-03-2526 minContent Marketing, Engineered Podcast | TREW MarketingBrand Storytelling for Technical Companies with Morgan NorrisWhen do you know it’s time to revamp your company’s brand, and what are common traps that marketers fall into during the messaging process? Hear from a brand storytelling expert as she shares trade secrets and a well-honed approach.2020-02-2742 min