Content Marketing 

Content is King of Inbound Marketing

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Traditional sales and marketing tactics, such as advertisements and trade shows, aren't as effective as they used to be. Today, successful engineering firms are using content to reach B2B technical audiences. 

Engineers and scientists are searching for information throughout the entire buying cycle, from the initial research “awareness” stage at the top of the funnel, to the “opportunity” stage at the bottom, where they make a purchasing decision.

Because the majority of the buyer’s journey happens before a prospect reaches out to your company, it’s important to carefully plan your content development, target it to your key personas, develop relevant themes and engage your target audiences through a consistent cadence of content development.

How Content Wins Business

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 1. Engineer searches for solution.

A B2B technical buyer has a need and so searches for a solution using various words, phrases and even questions until he sees relevant results appear. Does your content get found?

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 2. Content gets found online.

Your intriguing content is selected, and you earn a website visit. Your content is the deciding factor in successfully getting visitors to come to your website. Now you must keep engaging your buyer.

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3. Content helps close business.

Your buyer continues to engage with your brand through content on your website. Through email automation, you can lead your buyer further down the buyer's journey until he's ready to talk with your sales team. 

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Attract Leads with Captivating Content

How can we get marketing to do what it’s supposed to do – efficiently give us a consistent flow of high-quality leads to help fuel new sales opportunities and drive growth?  What kind of marketing will a skeptical, technical audience of engineers and scientists respond to?

Content marketing is the key to attracting and closing new clients. Tailored specifically for technical B2B business and marketing leaders, Smart Marketing for Engineers: Lead Generation for B2B Technical Audiences provides clear steps to connect your prospects with your company’s solutions. 

 Download the Ebook

 
A prospect received a referral to us from a well-known Boston technical institute.  The prospect then searched for us on Google and spent over 5 minutes on the site. While he most certainly would have contacted us from the reference alone, his ability to evaluate our capabilities online prior to making a call was part of his buyer’s journey.  When he called our project manager, he didn’t ask one question to “qualify” us.  He basically just passed along the scope of work for the project and said he wanted to get a proposal.”
- Keith Flaherty, President and CEO of Hallam-ICS

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Optimize Your Content for Search

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After researching engineers, we know that technical B2B buyers use search engines to find new vendors and products. If your website and content isn't optimized to perform well on search, you are losing out on business. To effectively reach new buyers online, you must put together a content marketing strategy that includes search engine optimization. 

TREW Marketing can help you brainstorm and plan your content marketing. We develop topic clusters and pillar pages--the latest SEO strategies--that bring new visitors to your website. With topic clusters, you can effectively develop content that fully covers your core service offerings.

 

Learn More About Topic Clusters 

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Are engineers finding your company online?

Is your website optimized to perform well on search? Or are you frustrated with your search metrics? Today, successful engineering and technical companies are bringing in new business by optimizing their websites to rank well on search engine results pages. But SEO is a complex and always-changing game for B2B technical marketers. To help you succeed in search, we've put together a basic SEO guide. 

Access SEO Guide

Lead Nurturing Made Easy with Marketing Automation

Platinum_Badge-2Once you build up a foundation of content targeted to your buyer personas, you should shift your focus to automating your marketing processes. Much like adding automation to the plant floor, marketing automation allows you to build workflows that send appropriate marketing content to prospects at each stage of the buyers journey. As a certified partner of HubSpot marketing automation software, we help you get started and maximize HubSpot tools to work smarter (not harder) to reach your marketing goals.

 

Promote Your Content with Email Marketing

email marketing pucEmail marketing has grown to become a direct marketing activity that businesses use to connect with their prospects and customers. The benefits are numerous:

  • Efficient – the digital format allows you to change and tweak until you hit send
  • Cost effective – no expensive postage or printing required
  • Easy to measure – collect data to your heart’s desire
  • Learn and tweak – with data, it's easy to make tweaks and improvements for future campaigns

 

Learn More about Marketing Automation

Ready to begin reaching new clients with content marketing? Contact us today!

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