Content Marketing, Engineered Podcast | 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...

Learn 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: INBOUND Content Marketing World (CMW) MozCon The Martech Conference P...

When it comes to influencer marketing, there are remarkable differences between the B2C and highly technical B2B worlds. Find out why.   Stuart Cording is a reformed electrical engineer turned technical writer who studies and educates about the electronics and semiconductor industry. In short, he is a B2B technical influencer. When you hear the word influencer, you might conjure a celebrity promot...

Two cybersecurity experts having an authentic conversation leads to business growth and chart-topping podcast listenership. When you fire up a Zoom call for a conversation with NuHarbor CEO Justin Fimlaid and VP of Product and Engineering Jack Danahay, you soon discover that these two have distinct chemistry and philosophical alignment on most things in the cybersecurity world. Given this, it was...

 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...

 Creating and promoting a company culture of gratitude leads to higher recruitment and retention success rates. Lisa Ryan has the unusual title of Chief Appreciation Strategist for her company, Grategy. She's also the author of Thank You Very Much: Gratitude Strategies to Create a Workplace Culture that Rocks! You can quickly tell that Lisa has a strong opinion about gratitude and its impact...

Take 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 Sep...

 With travel and supply chain uncertainty, it's more important than ever to adopt a nimble, adaptive approach to events.  Garrett Burnett, Head of Global Events at Silicon Labs, says that one of the most important traits of an events professional is adaptability. It's not IF something will go not according to the plan, it's WHAT. An effective events person is ready with plan B and C...

Learn about the types of benefits that industry associations provide to their members, and why marketers should think beyond the logo on the website and invest time to explore all the ways association membership can help meet corporate marketing goals. Stephanie Tierney, Director of Marketing Communications for the Electronic Components Industry Association (ECIA), is keenly focused on engaging me...

 Executive buy-in, fractional investor support, and intern talent help a solo tech marketer succeed.  Diana Van Dusen, Marketing Manager at Azumo, has worked in both enterprise companies as part of a large marketing team and served as a marketing department of one. She enjoys the fast-paced, streamlined decision-making of smaller companies and is very resourceful at securing help to accomplish big...

 Learn how a machine tools company uses video and podcasting paired with co-marketing and an action-oriented agile process to grow awareness.  Eddie Saunders Jr., Head of Demand Generation for Flex Machine Tools, is a highly energetic and action-oriented marketer. He and a team of five colleagues collaborate closely to quickly assess marketing ideas and get them accomplished. This agile process ha...

 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 abs...

 Learn why GA4 is replacing Google's Universal Analytics platform, and what actions you need to take by July 1st to capture key reporting data.  Keith Moehring, CEO of L2 Digital, is a marketing operations guru. When Google Analytics Version 4 (GA4) first released, I'm guessing Keith was first in the proverbial line to get his hands on the Beta. It made him the perfect guest to discuss w...

 Learn how manufacturing companies can better support their channel sales reps through content, marketing programs, and the martech stack.  Ellen Albright, Marketing and Communications Director at E-T-A Circuit Breakers, is a resourceful North American marketer of one, backed by a corporate marketing team out of their company headquarters in Germany.  Marketing plans start with new product introdu...

 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 compan...

 Award-winning ABM strategist shares his decade-long journey with ABM and advice for getting started or improving your programs.  Joe Quinn, Senior Account-Based Marketing (ABM) Manager at Salesforce-Tableau and former ABM Leader at NI (National Instruments) has spent the past decade learning, inventing, measuring, and improving on all things ABM. Joe and his team at NI were recognized with an ABM...

 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 add...

 The Google Adwords platform has grown tremendously in sophistication. Are you keeping up?  Glenn Schmelzle, Founder and VP of Lead Generation for Marketing What's New, is laser focused on helping B2B companies get the most out of Google Adwords. He sees marketers make the same mistakes over and over, and one of those is a lack of focus on content. By not creating quality content both in your...

David Schneer is a Ph. D., CEO, and Body Language Master Trainer at The Merrill Institute. Through conducting qualitative focus groups in the electronics industry for 30 years, he recognizes that each and every one of us are surrounded by communications contradictions. David became passionate about helping business professionals and other interested folks (hello parents of teenagers!) discern some...

 Learn where to invest and pitfalls to avoid when crafting your 2022 marketing plan.  Lisa Beets, Research Director for the Content Marketing Institute (CMI), conducts seven primary research studies annually, and one of her favorite focuses in manufacturing. This is in part to her days with Penton Media focused in HVAC, but also recognizing the need for data in this unique industry.  During the ep...

The 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 cons...

Understanding the context of why and who makes all the difference when writing for engineers and technical buyers. Adam Kimmel, Principal Technical Content Writer at ASK Consulting, spends his days boiling down highly technical information into consumable content targeted to specific audience personas. During this episode, we covered a ton of ground -- from what behaviors make a technical writer s...

 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 epis...

 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 co...

 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 Min...