The Final 3 Essential Truths to Bear in Mind When Marketing to Engineers

March 5, 2020 by Leave a comment
The Final 3 Essential Truths to Bear in Mind When Marketing to Engineers

This is the last of three articles on marketing to engineers that will soon be released together as a new CopyEngineer white paper.

In this final installment, we'll provide some tips on how to better engage engineers with your content—and on how to avoid annoying them—as they travel along their ...

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3 More Essential Truths to Keep in Mind When Marketing to Engineers

February 18, 2020 by Leave a comment
3 More Essential Truths to Keep in Mind When Marketing to Engineers

This is the second of a three-part series drawn from a new CopyEngineer white paper on marketing to engineers. You can click here to read Part 1.

In this installment, we'll look at the two things engineers want most from marketing content and why, as well as an effective method ...

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3 Essential Truths You Must Keep in Mind when Marketing to Engineers

January 6, 2020 by Leave a comment
3 Essential Truths You Must Keep in Mind when Marketing to Engineers

Marketing to engineers is different. If you market B2B technology, you probably don’t need to be told that.

But coming up with effective strategies for reaching these technical influencers can be a challenge. To help you with that, CopyEngineer has drawn on recent industry studies, personal experience as both ...

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5 Ideas for Adding Video to White Papers

December 7, 2019 by Leave a comment
5 Ideas for Adding Video to White Papers

When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.

One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...

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Four Ways to Gain Press Coverage with Case Studies

October 23, 2019 by Leave a comment
Four Ways to Gain Press Coverage with Case Studies

A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:

"One item I would add to your list: Industry-specific publications are always interested in customer stories."

I totally agree.

But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"

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Four uncommon content ideas for marketing to engineers

September 16, 2019 by Leave a comment
Four uncommon content ideas for marketing to engineers

If you're marketing to engineers, you should already know this.

Engineers crave efficiency. They want things to work better. They want to work better themselves. And faster. That’s their mindset.

So naturally, engineers are tool users. They love good tools, and they’re always looking for better ones. If you offer ...

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How Post and Pray Syndrome Kills White Paper ROI

May 28, 2019 by Leave a comment
How Post and Pray Syndrome Kills White Paper ROI

A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...

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What Tech Buyers Want Before They Register for a White Paper

May 5, 2019 by Leave a comment
What Tech Buyers Want Before They Register for a White Paper

In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.

Prospects want detail before they register for a white paper

When asked ...

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Why Less is More in a Download Registration Form

April 3, 2019 by Leave a comment
Why Less is More in a Download Registration Form

In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake  – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.

If you want your white paper to generate leads, you must require ...

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How “Delayed Gratification” Improves White Paper ROI

March 5, 2019 by Leave a comment

One of the most frequent mistakes I see marketers make with white papers is allowing visitors unrestricted (ungated) access to them.

In a survey I conducted of technology companies who offered white papers on their websites, 61% allowed visitors to download any of their white papers without registration. [i] ...

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