How to Avoid Content Marketing Mistakes

Seventy-three percent of B2B companies have a content marketing strategy, according to “B2B Content Marketing – Budgets, Benchmarks, and Trends,”  a research report produced by the Content Marketing Institute. Content marketing—a popular and effective marketing strategy—has taken on an even larger role since the beginning of the pandemic, when many in-person events and meetings were... Continue Reading →

Engineers are Embracing YouTube—So Should You

We’ll come right out and just say it: if your business isn’t using YouTube as a marketing channel, you probably should be. The just-published report, “2022 State of Marketing to Engineers,” from GlobalSpec and TREW Marketing, shows that 80 percent of engineers say YouTube is valuable to them when seeking information on the latest engineering technologies, industry trends, and products.

Should You Advertise During a Supply Chain Crisis?

Many suppliers and manufacturers are confronting significant supply chain challenges. Some are having trouble finding needed parts. Some may be dealing with labor shortages; others are facing lengthy shipping delays. In turn, making sales and fulfilling orders has become difficult in the short term. It’s understandable if companies are tempted to pull back on advertising... Continue Reading →

Quick Checklist for a Product Launch

One of the most important and stressful responsibilities for a marketing team is supporting a new product launch. Everyone is excited about the upcoming product. Your colleagues and managers are hoping for a big impact. The whole company is looking at their marketing to create a buzz at launch time. Obviously, the worst possible thing... Continue Reading →

Simplify ROI Measurement

Demonstrating Return on Investment (ROI) is challenging for many marketers. Executives are demanding more accountability from marketing: What, exactly, are we getting for all this money we spend on marketing? At the same time, marketing is complex, the buying cycle is long, and prospects typically interact with your company and content multiple times through multiple... Continue Reading →

Will Apple’s Privacy Changes Hurt Email Marketing?

Source: primestockphotograpy - stock.adobe.com Apple’s recent announcement about protecting users’ privacy has marketers wondering about the implications for their email marketing efforts. Some pundits are declaring the end of email marketing, while others are mostly shrugging off Apple’s maneuvers. Nothing is scheduled to take effect until September when a new version of the Apple operating... Continue Reading →

Seven Ways Content Can Make You More Competitive

The rise of the digital era has in many ways increased competition in the industrial sector and leveled the playing field between small and large companies. Smaller companies with a robust online presence have more opportunities than ever to attract an engineering audience, while larger companies can defend their brand and market positions. But one... Continue Reading →

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