Hiring professional content marketers more than pays for itself.
If you’re going to market, you need content. The industrial marketing space is no exception to this now-established rule of marketing, although industrial marketing content seems to be subject to a certain tendency: more often than not, non-marketers create marketing content. At first glance, this inclination is totally understandable. Information in the industrial world is often… Read more »
Taking a more informal tone with your technical writing can boost engagement.
As industrial marketers, we often rely on formal language to communicate with our technical audiences. Years of writing white papers and detailed case studies have taught us to avoid colloquialisms, always write in the third person, and never start a sentence with “but.” But is that how we should always write? We default to formal… Read more »
Tips for involving busy engineering staff in the content marketing process.
If you’re anything like me, you work for clients that have multiple Ph.Ds in obscure technical fields such as encapsulated radioactive isotopes or nonwoven geotextiles. Part of our job as content marketers is condensing our client’s expertise into marketable web copy, sell sheets, brochures, videos, etc. Unfortunately, many technical clients are far too busy with… Read more »
