February 9, 2016
Today nearly 40 percent of companies use blogs for marketing purposes, and over 46 percent of people read blogs more than once a day. This is why we have heavily stressed the importance of content for SEO, thought leadership, attraction and conversion, and promotion and buying. To further underscore this, we conducted a survey with over 1,000 responses from engineering professionals on reliable sources of blog content and defining the elements of a credible blog.
Oftentimes, starting a blog to reach your highly technical audience can seem daunting. We often get questions such as, “What information will our viewers want to read and learn?” and “What will make our voice credible in the industry?” These questions are a big reason we were excited to do this research study with the goal of giving honest, first-hand answers to these questions directly from engineers.
Let’s look at what sources of blog content are viewed as the most credible and what elements make for a credible blog.
From our results, nine in 10 respondents found blogs from industry associations and trade publications to be the most credible. Similarly, industry blogs were viewed favorably, with eight of 10 respondents labeling these publications as credible.
From here, we were interested in what characteristics make a blog credible among engineers. Three-quarters or more of respondents define a credible blog as having an objective presentation of material, research-based content, and case studies. Respondents were not as concerned with the blog’s author or company affiliation.
80 percent of respondents find case studies to be credible, 76 percent of respondents look for an objective presentation of material, and 74 percent value research-based content.
Before starting to write your next (or first) blog, learn more about engineers’ format preference for specific content types by downloading the full survey results: Engineers' Content Marketing Preferences, Part 2. Click to see our latest to learn more insights about marketing to engineers.