Make sure to also read: Pulse of Engineering – Part 1
GlobalSpec has recently published the results of its “2019 Pulse of Engineering” survey. The survey collected data about engineers’ work environment, the challenges and pressures they face, how they learn skills and manage knowledge, and more.
One of the key findings of the survey is that engineers are constantly seeking quality content from manufacturers. Good content from vendors helps to educate engineers and increase their confidence in the products and services they purchase or recommend.
But being an effective content marketer is not as simple as producing and publishing content. The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Only by laser-focusing on your audience’s needs in this way can you build the trust that will lead to a long-term and fruitful relationship for both you and your engineering customers.
Put your audience first.
Manufacturers are making strident improvements to their content marketing, according to the research report “Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends” developed by the Content Marketing Institute/MarketingProfs and sponsored by GlobalSpec.
However, there are still missteps. While manufacturing companies obviously need to explain how their products or services work, about half of the survey respondents said they always or frequently prioritize their promotional message over their audience’s informational needs when creating content for content marketing purposes.
This approach will likely not work. Engineers are wary of being “sold to.” Furthermore, promotional content is not what they are looking for.
The “Pulse of Engineering Report” found that, for engineers, three of their four leading content tools to complete projects are: technical documentation, product specification data, and datasheets (the fourth is software and development tools). Not surprisingly, none of these are overtly promotional materials.
If you can supply the technical content engineers are looking for, you will likely be in a better position to win business and become an essential ally to your customers.
Focus on their challenges.
Most engineers say that designs are becoming more complex/sophisticated, design cycles are shrinking, and there is more time-to-market pressure. These are serious challenges, and the manufacturer that can help them overcome these challenges can gain a significant advantage.
When creating content, focus on how your products and services can help speed up design cycles or reduce time-to-market pressures. In an era in which designs are more complex, does your content explain difficult concepts clearly, helping engineers grasp what you have to say quickly and easily? When you hit your customers’ pain points, they will respond to your messaging.
Help engineers advance their skills.
To increase their knowledge and skills, engineers most often rely on colleagues, books, online training courses, webinars, training courses offered by vendors, and technical white papers from vendors. Younger engineers are more likely than their older colleagues to rely on video as an information source.
Make sure that your content portfolio includes training, webinars, white papers, and videos that are designed to educate engineers and help them develop and improve their technical skills.
Exchange content for contact information.
The “2019 Pulse of Engineering” report found that 55 percent of engineers are willing to register on a website for access to technical documents. However, less than 20 percent are willing to pay for access to premium content, marking a steady decline over the past few years. More millennial engineers believe that all content should be free and open access.
Before you ask for an engineer to register to access technical content, make sure the content you are offering is of value to them. Only in that way can you entice them to give you their contact information, the first step in developing a mutually beneficial relationship.
The “2019 Pulse of Engineering” report has clear takeaways for manufacturers: Become the vendor that meets your audience’s information needs. Improve your content marketing efforts. Don’t be afraid to take a deep dive into your products and services, offering the technical, in-depth knowledge that engineers and technical professionals are looking for. They will thank you with their business.
Download your complimentary copy of the “2019 Pulse of Engineering” research report to get the complete survey results, along with analysis and recommendations for manufacturers.