Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target audience. However, have you ever asked yourself the question, “how do engineers use content?” The answer to that question is fundamental in developing an effective industrial content marketing strategy.
Recently, I read a research study published by ENGINEERING.COM. This report goes well beyond the general assumptions about how engineers use content and provides researched proof. You can download the “How Engineers Find Information” study from that link.
Why is content important for reaching engineers?
The old ways of cold calling and e-mail blasts are proving to be ineffective. This has nothing to do with the popularity of content marketing. This behavior is driven by how engineers want to interact with their suppliers. They are very much in self-select and self-serve mode.
The chart below shows that 75% of engineers prefer to engage with a vendor representative somewhere in the middle of their buying journey to just before making a final decision.