Content Marketing, Engineered

About the Author

Wendy Covey is the CEO of a successful technical marketing agency, author, and podcast host. With over 20 years of experience in engineering design and manufacturing, Wendy understands the importance of building trust and converting technical buyers through compelling content. Through her company, TREW Marketing, she has helped numerous engineering and technical companies become trusted advisors, grow sales pipelines, and increase market share.

Main Idea

Content Marketing, Engineered provides a comprehensive guide to building trust and converting buyers with technical content. The book emphasizes the unique behavior of engineers and the need for differentiated marketing strategies to engage them. By sharing expertise through consistent, high-quality content, companies can establish themselves as trusted resources and achieve greater pipeline efficiency.

Table of Contents

1. Introduction
2. Develop a Brand and Content Strategy
3. Create Your Content Marketing Plan
4. Create Sticky Content
5. Publish and Promote Your Content
6. Share Your Content
7. Sales Enablement
8. Measurement and Return on Investment

Analyzing and Explaining Each Idea and Sub-Content

Introduction

Engineers differ significantly from typical B2B buyers. They seek out information independently and can spot "marketing speak" easily. This book guides marketers and engineers on creating content that resonates with technical audiences, ultimately leading to business growth. Engineers value content that is accurate, detailed, and relevant to their specific needs. By understanding these preferences, companies can create more effective marketing strategies.

Develop a Brand and Content Strategy

Your brand is your company's narrative. It tells the story of the problems your customers face, the solutions you provide, and the results your solutions deliver. Successful brands focus on their customers and build trust through consistent, authentic messaging. To develop a strong brand, start by defining your mission, vision, and core values. Create a positioning statement and craft a corporate story that makes your customers the heroes and positions your company as their guide.

“Your brand should have a narrative or story that speaks to the problems your customers face, the solutions you provide, and the results your solutions drive.” - Wendy Covey

To develop a strong brand, start by defining your mission, vision, and core values. Create a positioning statement and craft a corporate story that makes your customers the heroes and positions your company as their guide. The brand message should be clear and consistent across all channels, reinforcing the company’s values and unique offerings.

developing a brand strategy:

• Define your mission, vision, and core values.
• Create a company positioning statement and elevator pitch.
• Develop a brand narrative that focuses on customer problems and solutions.

Developing a detailed buyer persona is crucial for effective content marketing. A buyer persona is a fictional representation of your ideal customer, based on demographic data, online behavior, and educated speculation about personal histories, motivations, and concerns. Understanding your target audience helps tailor your content to meet their specific needs and preferences.