Content Marketing, Engineered Podcast | TREW Marketing

In 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...

As 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 b...

 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, Mo...

Ever 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 Ed...

In this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, and effective marketing practices. They explore the historical context of the show, share insights on attendee engagement, and emphasize the importance of follow-up strategies post-event. The conversation also touches on networking opportunities and t...

Chances 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 Me...

Have 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...

Feeling 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,...

When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold calls and sales brochures to break through. For Wes Murray, Regional Sales Manager at Hayward Flow Control, that “more” has been LinkedIn and video content.  Like many of us, Wes saw a shift in how engineers and specifiers engaged during the pandemic. Wi...

This 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-par...

In 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 pe...

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...

If you're familiar with AI and want to take your knowledge one step further, this is the episode for you! We discuss advanced strategies to train your AI for tone of voice, how to utilize custom GPTs, and more.  This week we're learning from Melissa Reeve, the cofounder of MarketingFrontier. AI. We discuss the integration of AI in marketing, focusing on how to effectively use AI for writ...

Do you know which website page is your "money page"? This week, I talk to Mark Manual who shares how marketers can and should optimize the content that's bringing in the most revenue.   In this episode, Mark Manuel, co-founder of SightSonar, discusses the critical intersection of sales, marketing, and technology. He emphasizes the importance of understanding customer intent, optimiz...

 Are you finalizing your 2025 marketing plans? This episode will help you take a look at which of your initiatives could be disruptive to your team if not introduced thoughtfully. Today we're talking about change prioritization and how to implement change.   In this episode we talk to Jenny Magic, a change management expert and author of the book " Change Fatigue: Flip Teams From Burnout...

Haven't figured out what your New Year's Resolution is yet? Consider leaning into AI adoption in 2025. Steve Cunningham shares how you can become the Hero of AI adoption at your company.  In this episode, David Schneer, a body language expert and CEO of Merrill Research, discusses the significance of qualitative research in today's changing landscape. He emphasizes the importance of...

 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...

Can 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...

 Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success.  In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights o...

 As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions. Dave Necessary, Executive Vice President of Product Development at...

 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&apos...

Calling all industrial marketers! The Industrial Marketing Summit is BACK! On this week's episode, we're sharing all the details on what to expect from the second annual Industrial Marketing Summit , the go-to event tailored specifically to the challenges of marketers in the B2B manufacturing, engineering, and technical industries. Joe Sullivan, co-founder of Gorilla76, is my partner in...

If you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector. But there is a lot that goes into making the decision to launch into a new market and even when you do make the decision, it can take years and many trial and errors to gain market share. That's why I had John Schober, founder of Sorian, on th...

 Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should review your email list, when to delete inactive recipients, and how AI plays a role.  In this episode of Content Marketing Engineered, I talk to Shelly Alvarez, the Vice President of Marketing Services at Ragnarok. We discuss the evolution of email marke...

How can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk about the common misunderstandings between teams and how to work together. Mark Hunter is a best selling author, professional speaker, and founder of The Sales Hunter, an organization that trains companies and salespeople to achieve better sales and r...