Smart Marketing Blog

Morgan Norris

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2020 Smart Marketing for Engineers® Research Report

Engineering-focused, full-service marketing agency, TREW Marketing, and IEEE GlobalSpec, a provider of data-driven industrial marketing solutions designed to help companies promote products and grow businesses, today announced the release of the 2020 Smart Marketing for Engineers® Research Report.

Content IS King - 5 Steps to Writing Effective White Papers

Compelling content is vital to your marketing efforts – engineers need and expect technical content such as white papers, data sheets, and detailed customer testimonials. These materials do much more than inform; through engaging content, you increase trust, strengthen perceived value and brand loyalty, gain a higher click-through rate for content placed on your website, and ultimately generate new leads and sales.

6 Mistakes B2B Digital Marketers Make

Believe it or not, the number of people using the internet is still increasing. The way that people gather information about a buying decision has shifted online, and because the best marketing meets customers where they are with the right information when they need it, marketing has shifted too. Digital marketing encompasses any marketing that exists online.

How to Write a Technical Press Release

10 Key Components You Can't Forget When Writing a Press Release News releases are still a vital piece of ongoing marketing.  They help you control your message, support SEO, and generate third-party content. But, like any content, if not written well, a news release will detract from your brand rather than support it.

Technical Marketing Writers: Why You Need One When You Already Have an SME

They are questions that arise often at the beginning of marketing planning. You’re in the middle of content calendar creation and ready to start marketing to engineers and assigning subject matter experts (SMEs) and writers to each task. You wonder aloud, “Why should we have a writer handle these content projects? Can’t our engineers write the content?”

How to Message Meaningful Differentiators

You must know and define your brand if you expect others to follow it. For your brand message to stand out, it has to be distinct, defining you as different than your competitors. 

Take Control of Your Company’s Story

Is it time for a new corporate slide deck? Your corporate deck contains a brief story – an overarching presentation about your company. It should include your potential customer’s pain points, the industry challenges, your company overview, your solutions, and results or a testimonial.

Stop Expecting Engineers to Write Marketing Content (and vice versa)

You likely have many subject matter experts and levels of marketing expertise floating around your marketing organization. For that reason, creating content often becomes everyone’s problem (read: no one’s problem). There are a lot of hallway conversations and a lot of big ideas, but very few actual words on paper. 

5 Ways to Promote Your Brand Message

This is part 3 of a blog series on brand positioning and messaging. Learn more by reading part 1 on developing your brand position and part 2 on brand messaging. Once you have developed your brand position and used the positioning language to develop your brand messaging, you should be ready to use your messaging. But how should you start?

5 Tips for a Tagline that Sticks

 Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve forgotten what your company does. You need something that’s memorable but not too off-the-wall, specific but not excluding, and exciting but accurate … Your tagline.

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