Research

Marketing to Engineers® Research: Effective Content Marketing to Engineers  

Marketers in charge of targeting technical audiences are grappling with the shift toward online and content marketing and how to implement an approach that effectively engages an engineering audience. They need to understand the types of content engineers require to better perform in their jobs, and where, why and how they look for and use this content in the evaluation and purchase process (or, “throughout the buying cycle”). While research exists in the consumer and broad B2B markets about content marketing and published surveys touch on the technical professional’s use of content, we identified a gap and embarked upon taking a deeper dive into this area to educate and inform marketers of the most effective ways to target this highly technical audience.

CFE Media and TREW Marketing performed this research by targeting this audience—the engineer—to learn about how they find, use and engage with content to help them better do their job.

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Marketing to Engineers® Research: eNewsletters, Blogs & Contact Forms

Following the success of the first Marketing to Engineers® study released in May 2014, this latest study explores engineers’ preferences on specific content types, sources, and delivery methods. “Our first survey findings confirmed what experience had shown us for years—technical audiences have very distinct preferences and expectations when it comes to content marketing,” said Rebecca Geier, CEO and Co-founder of TREW Marketing. “With the first survey’s focus on search engines, the value of content, and preferences for content types and formats, we conducted this next survey to dive deeper into specific content channels and engagement behaviors, such as e-newsletters, blogs, and online lead forms.”

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Marketing to Engineers® Research: Webcasts & The Buyer’s Journey

In February 2015, CFE Media surveyed its collective audience of engineers about how they value webcasts as a content type, as well as their general purchasing or specifying behavior. From previous studies, we know that engineers rely on various types of readily available content in order to make informed buying or specifying decisions, so for the Spring 2015 study we delved deeper into one specific type of content (webcasts/webinars) used by engineers. We also asked engineers about their buying or specifying process, such as their role in the process; when they begin to research products, technologies, and services; and when they contact vendors.

This survey—the third in the Marketing to Engineers® series—was designed to target the average engineer in order learn about how they find, use, and engage with content that helps them better do their job. Specific topics for this installment include webcasts/webinars as a valuable type of content and purchasing or specifying behavior related to engineering products, technologies, and services.

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Marketing to Engineers® Research: Supplier/Vendor & Trade Publication Websites

In May and June 2015, CFE Media surveyed its collective audience of engineers about how they value supplier/vendor and trade publication websites as a content source. From previous studies, we know that engineers rely on various sources when making informed buying or specifying decisions, so for the Summer 2015 study we took a closer look at two specific information sources (supplier/vendor and trade publication websites) used by engineers.

This survey—the fourth in the Marketing to Engineers® series—was designed to target the average engineer in order learn about how they find, use, and engage with content that helps them better do their job. Specific topics for this installment include supplier/vendor and trade publication websites as valuable sources for information pertaining to purchasing or specifying engineering products, technologies, and services.

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Marketing to Engineers® Research: Content Consumption, Advertisements, Mobile Devices/Applications & Data Privacy

This survey—the fifth in the Marketing to Engineers® series—was designed to target the average engineer in order learn about how they find, use, and engage with content that helps them better do their job. Specific topics for this installment include content consumption now compared to 5 years ago, successful advertisement details, using mobile devices for work-related purposes, and concerns with data privacy.

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