How do Engineers Use Content in Their Buying Decision?

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.

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How to Coax Content Out of Engineers

Keeping a steady flow of content coming out of engineers and in-house technical experts is a challenge.

You know your work is cut out for you if you are a Content or a Marcom Manager at an engineering or manufacturing company.

Engineers are known to be passive participants when it comes to generating marketing and social media content of any kind. What can do you do if you are tasked with maintaining an active industrial blog that needs fresh content regularly?

If you are a marketing department of one, I suggest you do whatever you can to hone your journalistic skills. You will need to become good at:

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Details Matter in Creating Content for Engineers

Are you paying too much attention to content marketing strategies and not enough to the details?

Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details.

It is easy to justify leaving the details to others. After all, we’ve all heard that time-starved decision makers don’t really care about the details; they just want you to cut to the chase.

Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. Why?

The reason is simple; specifying comes before buying in industrial purchases.

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