Smart Marketing Blog

5 Tips to Write Great, Technical B2B Content

Engineers typically have high standards for the information they consume, so journalists who can write useful, compelling prose have the opportunity to become successful content marketers. As someone who has written for engineers as a journalist and increasingly in marketing communications, here are some things I’ve learned about producing great content for this sometimes misunderstood audience.

3 Content Marketing Trends for 2018

  With 2017 quickly coming to a close, it's time to start your 2018 content planning. When building your B2B content plan, consider including the following three content trends.

Technical Content Needs a Bit of Monkey Business

I’ll be honest. Up until now, I’ve never suffered from writer’s block. Given a technical topic and a few hours to research the supplier’s website, a couple of topic-related articles, and a cup of coffee, I’ll knock out the required number of characters or words relatively easily. Networking with other engineers, reading text books in my spare time, visiting customers and attending conferences feed me with all the background information that I weave into whatever article, blog post, white paper or tech note I am faced with. But where I do stumble at times is coming up with ideas for such content.

5 Steps to Set SMEs up for Content Creation Success

Over and over again, you’ve heard the importance of generating quality content that will increase website traffic, showcase your company’s expertise, and generate leads. However, in order to create valuable content that intrigues and informs potential clients, you must have valuable, specialized knowledge to offer them. That’s where your engineers, the subject matter experts (SMEs), come in.  Unfortunately, for most engineers, writing marketing content is like pulling teeth. They hem and haw and find every excuse to let the matter slip through the cracks. There are more important problems to solve and customers to address. Well, there are several key things you can do to set your SMEs up for content creation success. 

Meta Description: What is it, how do I create it, and why do I need it?

Search Engine Optimization (SEO) is a key part of content creation, and one that is often neglected. Optimizing your content for search involves a combination of employing content best practices, such as identifying a keyword and using it in specific areas of a content piece, and technical best practices, including conducting backlink audits and setting up redirects for 404 errors.

2018 Trend: Keywords are Out, Topic Clusters are In

Since the beginning of search engine optimization, keywords have ruled when it comes to ranking on search engines. But changes to Google's algorithims and users' search terms has taken keywords out of style, with topic clusters replacing them. 

Creating Content that Sticks: A Content Marketing Checklist

The majority of the buyer’s journey happens online before the prospect talks to sales, so it’s important to carefully plan your content development, target it to your key personas, and develop relevant themes. Here is a step-by-step approach to the key stages of developing your plan, with focus on your objectives and success metrics to prove return on investment. 

How to Create Content for the Technical B2B Buyer

Originally posted by Content Marketing Institute on August 30, 2017. The B2B buyer journey, particularly in the technical professional space, has transformed. At TREW Marketing, our engineer-centered research in North America and Europe has shown these trends: 

4 Takeaways from Content Marketing World 2017

Last week marked my first week on the TREW Crew. It also happened to be the week of Content Marketing World, so I packed my bags to take my first trip to Cleveland to experience Content Marketing World (another first).

What I’ve Learned from Writing 100 Blog Posts

A few weeks ago, I got an unexpected email from my colleague, Erin. She congratulated me on my 100th blog post. On the one hand, I had no idea I had written that many posts. On the other, I was kind of surprised it wasn’t actually more, as each post takes so much time and thought to keep the quality high. After writing 100+ posts, I’ve learned a few things about blogging and regularly creating content. Here are seven tips that come to mind: