Marketing to engineers is challenging, but manufacturers, distributors and engineering services companies cannot shy away from it because engineers make up the bulk of their target audience.
Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date. They are actively looking for reliable information about advancements and innovations. This extends beyond content marketing for engineers; many of these industrial professionals are motivated to attend trade shows and conferences to learn about something they don’t know. (See Why Manufacturers Need a Multichannel Industrial Marketing Strategy).
The irony is that engineers are hungry for information, but industrial marketers are struggling to provide them the right content and engage with them in a meaningful way. Marketing people at these companies need to work with in-house Subject Matter Experts (SMEs) for creating content that their target audience will find helpful and is technically accurate.
There are two key challenges when it comes to marketing to engineers with content – time and trust.