Oftentimes, marketers targeting technical audiences grapple with how to best implement online and content marketing to attract skeptical engineers, scientists and technology professionals.
To shed light on this, we recently partnered with IEEE GlobalSpec for a survey, Smart Marketing for EngineersTM. The survey was conducted in major regions of the world gaining critical information from technical professionals. The findings uncovered engineers’ preferences for online content marketing and channels such as the types of content engineers most value and trust, and where they look for that content online.
This latest research data provides conclusive, actionable data for marketers to effectively implement online and content marketing programs that drive the greatest return on investment.
First let's discuss the type of content that engineers find most valuable.
The survey found that 70% engineers find data sheets to be most valuable. Case studies surveyed at 46% followed by product demo/how-to videos that were found very valuable at 45%.
Now let’s dive into the results regarding where engineers find content and how they utilize search results.
On locating content preferences, the results found that engineers most often search online for content, with 57% of preferring vendor/supplier websites. The next closest method for finding work-related content is through search engines (55%) followed by technical trade publications (45%).
On search engine behavior, the survey found that engineers will go deep in search engines to find information on a work-related topic they are researching. Most (54%) will go three pages deep when using a search engine, and nearly 20% will go five pages deeper or more.
If you’re interested in the full results of the report, you can download the whole study.
This blog has been updated from its original posting on September 17, 2015