copywriting

How to Coax Content Out of Engineers

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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

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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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Content Creation Made Easy

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Are you struggling with creating content? If you are not a professional copywriter, coming up with new content regularly can be a difficult task.

Most people get writer’s block or their brains freeze up while staring at a blank screen. However, to be successful in your online marketing, you must come up with fresh and interesting content regularly. Otherwise, your traffic will dry up and the hard-earned readership will lose interest.

How do you overcome this challenge?

Content creation doesn’t have to be hard. Just follow my 5Rs of content creation and things will start to flow a lot more smoothly.

1. RESEARCH

Even before I open up my trusty word processor, I head over to Google’s Keyword Tool. I use it to research key words/phrases that people are using to search for answers to their particular problem.

I start with something related to a subject that I’m interested in writing about and get ideas from there.

For example, “content creation.” That led me to other popular search terms like blog content creation, content creation help, online content creation etc.

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About Tiecas

Founded in 1987, Tiecas, Inc. is an industrial marketing and consulting company based in Houston, TX. We help manufacturers, distributors and engineering companies grow their sales with effective industrial marketing.

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