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Wendy Covey
Breaking into a technical industry can feel intimidating for marketers, especially when you're surrounded by engineers, product experts, and complex technologies. But you don't need to become an engineer to become an effective industrial marketer. In this episode, you'll learn practical strategies for connecting with your subject matter experts, creating stronger content, and building the trust of technical audiences.
In this episode, Natae Shreeves, Content and Brand Marketing Manager at Novaspect, shares how she immerses herself in new industries and markets by interviewing customers and subject matter experts, joining industry organizations, reading trade publications, and learning the language her audience uses. She explained her goal isn't to know every technical detail. It's to understand why customers care and what challenges they're trying to solve.
The conversation also explores the growing importance of authentic, human-centered content. While product specifications and technical capabilities still matter, the people behind the brand often create the strongest performance across social media platforms. From showcasing company culture to capturing unscripted interviews with sales engineers at trade shows, Natae has found that genuine content consistently outperforms overly polished marketing.
The episode also highlights why content creation shouldn't be limited to the marketing department. Encouraging leaders, salespeople, HR professionals, and technical experts to share their knowledge helps build trust, supports recruiting, and extends a company's reach. Marketing's role becomes one of enabling, amplifying, and repurposing that expertise across channels.
Whether you're new to industrial marketing or looking for fresh ways to strengthen your strategy, this episode offers practical advice for building credibility, creating better content, and connecting with technical audiences in a meaningful way.
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Wendy Covey
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Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.