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 surpris...
What does sales appreciate most about marketing, and where do the wheels come off in the quest for forging an aligned revenue team? What does sales appreciate most about marketing, and where do the wheels come off in the quest for forging an aligned revenue team?
Personal branding can help companies gain a thought leadership position and help company leaders grow their careers. Doc Williams, CEO and Founder of the Brand Factory, has worked with many leaders to hone their personal brands, from pro athletes to technology company executives. Through this work he has developed a framework to breakdown the process into clear steps.
Without a solid business strategy and plan, marketing is dead in the water. Jack Barber, Senior Business Consultant at Exotek, has been a long-time advisor to company leaders in the system integration industry. As such, one of the most confounding things he has run across are businesses trying to operate and grow without a business strategy and plan.
For new companies or ventures into new segments, one of the most challenging and time consuming tasks is getting those first qualified names into your database.
Narrow your focus to grow your business. It is easy to say but not always easy to do. Learn how one marketer uses a niche-focused strategy within the metalworking industry to provide tailored content and grow business.
If you feel marginalized in your marketing role within your company, there is a good chance you are the cause your own problem.
Retargeting is practically a staple of B2C digital advertising campaigns, but should B2B technical companies adopt this tactic too?
Co-marketing is a powerful way to boost two complementary brands with half the effort. How do you evaluate and engage potential partners to get started, and what types of activities should you pitch?
Why are industrial marketers hesitant to add videos and podcasting to their content mix, even when trends show that technical buyers are seeking this content more than ever? Learn how to overcome obstacles to make it happen.
Retargeting is practically a staple of B2C digital advertising campaigns, but should B2B technical companies adopt this tactic too? Let the debate begin.
If you are thinking of starting a podcast for your B2B company, learn shortcuts to get started quickly from a fellow B2B marketer who is also a podcast host about podcasts.
A key member of technical buying teams is the purchasing agent. Their content needs are quite different than engineer specifiers, but many marketers don't understand how to craft targeted messages to this unique persona.
The newly launched Content Marketing, Engineered Academy offers on-demand courses for marketers and writers in technical industries. Our first course, Content Writing, Engineered is an 8-hour, self-paced course that walks you through a proven technical research and writing process. You'll learn how to write content that converts, diving into specifics for eight of the most popular content types. The course includes how to colla...
Adopting a content marketing model can be a daunting undertaking. What are the most important activities in the first year, how do you measure success?
Do you have what it takes to be an excellent technical content writer? Expert Lance Looper shares how resourceful conversationalists, trusted SME partners, and thorough-but-succinct composers are top on his team.
Now more than ever, webinars are a fantastic way to engage potential buyers and grow your lead pipeline. Learn best practices and tips on how to get started or tweak your webinars for better performance.
Content marketers focused in deeply technical industries have unique challenges, from breaking down the complex into the consumable, managing SME writing anxiety and striking the right educational/promotional balance...while making it all interesting.
Hitting it big in search results isn't luck. There is a methodical process behind writing optimized content, and it starts with empathy.
On 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 mo...