Content Marketing, Engineered Podcast | TREW Marketing

If your content strategy still revolves around publishing endless "what is" and "how to" articles, it's time to update your strategy. Learn why taking a clear point of view, investing in original research, and building credibility beyond your own website are becoming key differentiators in the age of AI search.  In this episode, Sooraj Shah, Content Marketing Lead at Aikid...

AI search is changing how buyers discover and evaluate vendors, yet many industrial companies have no idea whether they're being cited in tools like ChatGPT, Claude, Gemini, or Perplexity. Over the past few months, we've conducted AI visibility audits for several clients to uncover exactly how often their brands appear in AI-generated responses, and why. The findings revealed clear patte...

How do European engineers research, evaluate, and purchase technology today? How do these behaviors differ from their North American counterparts? I sat down with Udo Bormann to discuss the 2026 State of Marketing to Engineers Research report with a European lens. In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europea-specif...

For the first time in the report’s nine-year history, technical publications surpassed vendor websites as engineers’ top source for researching purchases, signaling a growing demand for trusted, third-party content. Listen to the latest episode of Content Marketing, Engineered to hear what we found most surprising in this year's State of Marketing to Engineers Research Report.  In this episod...

When was the last time your updated your visual brand? An outdated visual identity could be costing you more than you realize. From lost sales opportunities to recruiting challenges and diminished credibility, visual branding isn’t just about looking polished; it’s a strategic tool for building trust, standing out from competitors, and attracting top talent. Paul Kiesche shares how to know when it...

PR becoming a critical strategy for visibility. In this episode, Morgan Norris, VP of Marketing at TREW, breaks down why PR matters more than ever and how to properly prepare subject matter experts and executives for media opportunities. One of the biggest shifts driving renewed interest in PR is the evolution of search and AI. Traditional website-first strategies are no longer enough. Today, bran...

Let's face it. Industrial webinars can be...forgettable. But what if yours could keep people watching for hours? Aya Takase produces 40 webinars a year. She breaks down how to turn technical expertise into binge-worthy content that educates, builds trust, and leaves viewers coming back for more.  In this episode, Aya Takase, Head of Global Marketing Communications at Rigaku , shares how her t...

Your marketing efforts may be strong, but are you using your sales team to take them to the next level? Many industrial marketers overlook sales as a powerful extension of marketing. In this episode, we show you exactly how to build relationships with your sales team to amplify your marketing efforts.  In this episode, Wendy talks with, Luke Wittenbraker, Sales and Marketing Director at Mactech, a...

Missed the Industrial Marketing Summit? Wendy and Lee recap the biggest takeaways and behind-the-scenes moments from the event and even tease a few plans already in motion for 2027. Tune in to hear what industrial marketers can’t stop talking about this week.  In this episode, Wendy Covey and Lee Chapman debrief the recent Industrial Marketing Summit, sharing behind-the-scenes insights, key takeaw...

Chatbot technology has evolved dramatically in just the past few years. Powered by today’s large language models, what was once a clunky, frustrating tool is now transforming industrial websites into dynamic, conversational buying experiences while also giving marketers unprecedented visibility into what their buyers truly want to know.  In this episode, Wendy Covey sits down with John Greely, VP...

What if your customers could explore every angle of a complex machine, product, or system without ever stepping onto the factory floor? For industrial buyers evaluating intricate systems and components, static images and brochures rarely tell the full story. That’s why immersive 3D visualization is transforming how manufacturers showcase, explain, and ultimately sell their products.  In this episo...

For marketers who’ve felt that video is too expensive, too technical, or too time-consuming, this episode offers a clear takeaway: you don’t need a big budget or a big team to make video work, you just need the right approach and tools. Video is one of the most powerful content formats for marketers, but for years it also felt out of reach. That’s no longer the case. Today, creating high-quality v...

Jake Hall is back on Content Marketing Engineered for a deep dive into what actually works on LinkedIn for industrial brands. We break down best practices for approaching LinkedIn not just as a company page, but through your spokespeople and employees, too. We also dig into the evolving role of influencers in the marketing mix and what it really takes to build successful, authentic influencer part...

Erin Moore sits down with Rand Fishkin, one of the most influential voices in modern marketing, to unpack how audience behavior, search, and content strategy are fundamentally changing in 2026. They discuss the rise of zero-click marketing, the myth that AI tools are “killing” search, and why audience research now matters more than competitive research. Rand brings data-backed clarity to some of t...

What if one of the most influential channels for industrial buyers isn’t LinkedIn or Google, but Reddit? Reddit is shaping how engineers research products, validate vendors, and even influence AI-powered search results. In this episode, we dig into how one industrial brand embraced Reddit as a low-cost, high-impact awareness channel.  In this episode, Mandee Nguyen, Content Marketing Manager at SI...

Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode focuses on how Industrial Marketers can reckon with with the new age of AI and differentiate themselves among a "sea of sameness" and what marketing strategies to focus on in 2026.  2025 was a year of massive transformation for industrial ma...

As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026.  In this episode Wendy Covey sat down with Ter...

As AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more.  In this episode Wendy Covey and Jason Koo, founder and CEO of  SEO agency Zupo , discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI...

Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth.  In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can b...

Many marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of Sales and Marketing at MXD Process. This episode is all about how Eric has successfully used AI to streamline critical (yet routine) sales and marketing processes and better yet, get the whole team on board as well. In this episode, Eric Seiberling,...

If you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about their time and we unpack the event's key takeaways from topics on storytelling and AI, to the future of platforms like LinkedIn and Reddit. In this episode Wendy Covey welcomes Lee Chapman, President of TREW, and Morgan Norris, Senior Brand Str...

Calling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased your Early Bird tickets yet? This year promises to be bigger, bolder, and even more valuable for marketers in the manufacturing, engineering, and industrial sectors. In this episode, Wendy Covey and Marketing Director of Gorilla76, Peyton Warren, dis...

Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency.  In this episode, Wendy Covey is joined by Nelson B...

Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing.  In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true...

Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic.  In this episode, Wendy Covey and Erin Moore discuss the concept of the 'S...