Great Content: The cure for the engineer’s marketing allergy

Content Allergy

How to speak that engineer marketing language

The first rule of marketing is know your audience. Find out what they want. Connect with them and show them how you will solve their problem like no one else. Reach your audience on a personal level. Get in their head.

Yet, for right-brained marketing creatives, getting inside the head of analytical engineers is like getting in the head of a calculator: challenging to impossible. To market to engineers, you must think like an engineer and speak their language. This leaves some marketers at a loss, running with fluffy, feel-good messages that ultimately fall flat or come off as less-than-credible.

When selling your technical product, your customer’s engineering team is comprised of critical decision influencers if not THE prime decision maker. No matter who ultimately ends up pulling the trigger, you need the engineers to buy-in if you want to grow your sales. Engineers play a vital role in the sales process—you’ve got to reach, connect and influence them to close the deal.

So, how the heck do you speak to engineers on their level? What makes an engineer tick?

Inside the head of an engineer

Engineers really are a different breed. The usual stereotype of a stubborn, analytical introvert probably comes to mind. While this picture may hold a grain of truth in certain cases, it’s important to let go of stereotypes and understand what really appeals to the mind (and heart) of an engineer.

You see, engineers undergo an extremely rigorous academic curriculum and their jobs demand they pay strong attention to detail. The adage “measure twice, cut once” refers to this trait. Engineers are even more valuable to their organizations for how they think, just as much as the skills they bring to the table.

But despite this specific way of detailed thinking, most engineers are extremely humble and even insecure about what they don’t know. Most are also self-aware enough to realize how much they don’t know. Engineers primarily rely on their own perspectives to make decisions, but they also know there is likely someone outside their immediate area of expertise (read: knowledgeable salesperson) who will further educate them about a product. That’s where YOU come in.

Appealing to engineers is key to marketing in the technical world

It’s the rigorous attention to detail and calculated decision-making that makes engineers so valuable during their company’s purchasing process. While typically not the final decision maker, 69% of engineers provide input into the buying decision, making a huge impact when it comes to closing a sale.

Clearly, winning this group of influencers for a technical product purchase is critical. But how do you market to engineers?

Being measured decision makers means engineers are naturally skeptical. They’re taught to question every message they hear and compare it with their own experience and knowledge. This careful way of thinking leads to innovation and progress—where engineers really excel!

Because of their skepticism, traditional marketing and advertising are unlikely to work with this consumer group. They rely on their acquired method of thinking, research and judgment to filter out irrelevant preliminary options before calling in the expert. Engineers don’t commit to buy until they’re completely comfortable with their understanding of a product. To appeal to technical experts, marketing itself must adapt and offer what the engineer craves the most: information-packed, relevant content.

The 2017 Smart Marketing for Engineers Research Report sheds light on engineers’ methods of learning about a product. Over 90% of engineers said they’re more likely to partner with a vendor who produces new and current content. Why? Because engineers love to be informed.

They want to learn before they commit to the purchase.

This means engineers do their research. They spend time reading up on your product, knowing the specs and compatibility with current equipment and understanding exactly how it works, often BEFORE they’re in your purview. If an engineer contacts you? Well, you know he or she has already done their homework.

Where do engineers go to research before they buy? The top 5 sources they turn to are:

Content Source % Surveyed Engineers’ Usage
Search Engines 43%
Supplier/vendor websites 37%
Online technical and trade publications 29%
Trade Shows 28%
Printed technical and trade publications 27%

From the table above, it’s clear that engineers prefer easy-to-access, powerful, informative technical information. Furthermore, 3 of the top 5 content sources are digital, signaling that engineers value convenience and expedience in accessing information.

After consuming enough content to provide sufficient confidence in the final few options, an engineer is happy to engage with a product expert. Though confident in their ability to sift the product offerings down, they seek affirmation to ensure the recommendation or purchase is the best choice. If they receive this validation, the salesperson will gain the engineer’s unwavering brand loyalty. Backed by individual research and external validation, engineers see no sensible need to conduct the exhaustive research effort again. When they’re ready to buy, they don’t hesitate.

When engineers are presented with direct, succinct and logical information, they’re ready to buy and the confidence they need to converge on a buying decision increases dramatically.

Valuable Content Chart

Engineers are willing to spend time reading mid- to long-form content, like case studies, e-books, books and whitepapers. How-to videos are also a great way to appeal to engineers, especially for those engineers between 25 and 35 years old.

Driven by logic, engineers use the power of information to educate themselves about a buying decision. Due to their pragmatic method of thinking, the input provided by engineers is sought out and highly valued by final decision maker. Developing marketing strategies to target this unique influential group is critical to success. If you want to sell a technical product, you should be marketing to engineers.

Engineers want and expect informative content. The data shows investing in well-researched, carefully crafted, long-form content has a high likelihood of return when targeted at engineers. Instead of traditional marketing methods with flash, humor and emotional appeals, engineers need a more technical marketing meal.

Engineers also tend to stick with solutions that work. Rather than reinventing the wheel, they’re busy working bigger and better inventions. For you, this means that when you’ve won over an engineer, you’ve got a customer who will stick with you for the long haul. Business owners are smart to reach out to this technical audience to win the race for their initial and repeated brand loyalty.

So, the real question is:

How much informative and educational content is your company providing to appeal to your engineering targets? Time to get started creating better content for engineers. First step, develop your content marketing strategy. Let’s chat

Motivational Monday: Outsmart Your Competition

Analyze, Learn, Grow

“Successful people never worry about what other people are doing. Instead, they analyze, learn and grow.” —Cultivate Communications

When you were in elementary school, did you ever try to look at your neighbor’s paper? Were you ever (way too) concerned about what your peers were doing, instead of focusing on your own work?

Unfortunately, some of us never got over the need to constantly compare ourselves to others. But you’re all grown up now, so you have a choice: you can constantly worry about the competition and how they’re doing, or you can learn from your competition, then focus on the road before you and successfully navigate from your own lane. It’s not easy (especially when your competition wins an award or shows up in a great news story).

Yes, know your industry and understand what’s happening around you. But instead of copying or constantly comparing, peek over and learn from your competitor’s mistakes. Constantly comparing ourselves to those around us won’t help us be innovative or the best. However, awareness, knowledge, and analysis of your competition helps level the playing field.

When you’re feeling hyper-focused on dissecting your competition, it might be time to take a healthy step back…

First, focus on your customers. How do you help your customers solve problems? What are you bringing to your customers that no one else can deliver? How do your customers feel about your products and services? What is your brand story and why does it resonate with your prospects? What values do your customers associate with your business?

Next, focus on your business. Your business is unique! Just as each person is unique, there’s literally no other business or organization exactly like you. (Cool, hey?) Understand what makes you special and play off your strengths. Keep an eye on your analytics; keep your project plan strong and your goals ambitious. Present your story to your customers with more authority than the competition and stop worrying about what everyone else is doing, already!

Learn about your competitor and analyze their mistakes to keep your business on the forefront of innovation in your industry. Don’t worry when you think they’re outperforming you. Instead, arm yourself with knowledge, focus on your customers and your business, and power through with smarts, strength and determination.

To discover new ways to celebrate your unique business while outshining the competition, follow Cultivate on LinkedIn or subscribe below to receive Motivational Monday updates in your inbox each week.


Get Motivated Every Monday!

Marketing creativity is the ability to tap into our mental pool of resources — knowledge, information, insight, stats, examples — and combine them in unique ways. The larger the library of creative building blocks, the more visionary your ideas will grow to be.

Motivate your mind. Subscribe now to get full Motivational Mondays posts in your inbox every Monday morning:

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3 Reasons Why an Active Blog is Necessary for Long-Term SEO Success

Way back in 1996, Bill Gates declared, “Content is King.” In his essay, Gates predicted that content would be where “much of the real money will be made on the Internet.” In 2010, when blogging really started to gain traction, content marketing and search engine optimization (SEO) professionals took that phrase to heart.

At first, we saw an uptick in plain ol’ content—mostly words tossed together in a fashion that appealed to search engine bots, but not people. Meh. As Google’s algorithms became smarter and the masses flocked to the Internet, marketers came to understand that only quality content (content that appeals to BOTH bots AND people) is the only content that will do.

Today, high quality website content has become a major force powering SEO. Why? Because Google LOVES quality content—and if you care about getting found online: when Google talks, you LISTEN!


How an Active Blog Helps SEO

So what about blogs? Blogs have become a turn-key content solution used to capitalize on today’s top SEO tactics. When you create a blog and update it regularly with content that attracts your target market, you’ll be edging your way to the number 1 spot on page 1 of Google.

active blogBlogs have only become more and more powerful over the years. They’re simply a must for any business these days, as a great blog has proven to be a major sales-generating tool.

Before we go any further, it’s important to understand the meaning of SEO. Search Engine Land defines SEO as, “the process of getting traffic from the free, organic, editorial, or natural search results on search engines.” Put simply: search engine optimization is what you do to your website to bring in more web traffic.

Why bring in more web traffic?
Because your customer’s purchase starts with search.

When you add a blog to your website (following current content marketing and SEO best practices), you’re giving the search engines what they want, which can really pay off.


#1. Fresh Blog Content Can Influence Search Engine Rankings

You may be asking, “Why do I need to update my blog?” Fair enough. There’s a great answer for that, and it’s the key to propelling your content up the search ladder.

Each time you update your blog, the search engines send out a little crawler that reads, then indexes your webpages. When this happens, the chance your content will achieve a higher search rank increases. When creating fresh, new content, keep in mind: Quality Beats Quantity. So “refreshing” an existing blog post won’t always cut it—instead, start new often and tell stories whenever you can. Stories sell.


#2. Blog Posts = More Backlink Opportunities = Higher DA

Every website has something called Domain Authority (DA). Developed by Moz, this is a score (on a 100-point scale) that predicts how well your website will rank on search engines. While DA is determined by a lot of different factors, authoritative backlinks pointing to your website can help boost your rankings.

To get those high quality backlinks, you need to give people a reason to want to link to your content. Typically backlinks happen when:

  • Your content is unique and engaging.
  • You have fans (not necessarily customers) who are passionate about your brand.
  • People feel some type of emotional connection to your company and/or your products and services.
  • Your content is quote-worthy and people see a reason to cite you.


#3. More Opportunities for Keywords

Keywords are an important part of a complete SEO strategy. With every new blog post you create, you have the opportunity to use new or existing keywords, all of which…you guessed it…get that great content of yours FOUND.

There are two types of keywords: long-tail keyword and short-tail keywords.


Long-Tail Keywords: Short-Tail Keywords:
  • Longer (include 3 or more words)
  • More specific
  • Include phrases
  • Target a specific audience


  1. Find an SEO Agency in Wisconsin
  2. Hire a Content Marketer in Waukesha County
  • Shorter (1 to 2 words)
  • Less specific
  • Include single words
  • Target a broader audience


  1. SEO Agency
  2. Content Marketer


Before getting started with blogging for SEO, do understand: it can be a large undertaking. But when it’s done right, an active blog can generate loads more leads and tons more sales. When done wrong, it can end up being a big waste of time and money.

We recommend hiring professionals, so give us a shout at Cultivate Communications!

Motivational Monday: Failure is Part of Success

failure creates success

“Failure is not the opposite of success; it’s part of success.” – Arianna Huffington

No one likes to fail. Failure hurts. Failure stinks. …but failure is also universal to our human experience. Every person, from the top CEO to the entry-level intern has failed at some point along the way. Hey, no one’s perfect—we all make mistakes now and again.

The best things derived from mistakes? Opportunities for learning and growth. Every success comes because we didn’t quit or give up. We kept going—even when we stumbled or when it got difficult. We picked ourselves up when we fell down; we brushed ourselves off and got back up on the horse.

Success isn’t about perfection; it’s about determination.

Every professional athlete, marketing genius, or industry titan you know has failed at some point. They’ve made an attempt and it went horribly wrong. They’ve had to redo projects. They’ve probably missed deadlines. They’ve lost business or upset their customers. At some point, someone absolutely hated something they did or created.

The common thread? The resolve to keep going. Every great leader regularly learns from their missteps; the opportunity to adjust, learn, and move forward is what drives them. Their resolve is why they’re successful.

So the next time you experience a stumble or a failure, realize it’s a natural part of the growth process. Pick yourself up and look at what you can learn from the situation.

Head off mistakes as much as possible, but when you do stumble, look at it as a learning opportunity. Learn new ways to think about your future and move past mistakes by following Cultivate on LinkedIn or subscribing below to receive Motivational Monday updates in your inbox each week.


Get Motivated Every Monday!

Marketing creativity is the ability to tap into our mental pool of resources — knowledge, information, insight, stats, examples — and combine them in unique ways. The larger the library of creative building blocks, the more visionary your ideas will grow to be.

Motivate your mind. Subscribe now to get full Motivational Mondays posts in your inbox every Monday morning:

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Online Personalization 101: WHAT it is, WHY You Need to Use it & HOW to Get Started

online personalization photographingtravisYou see it all day, every day. You open your inbox and there it is: your name in the subject line. You get home from work after a busy day, kick up your feet and flip on Netflix—and there it is again: your name. You sign into Facebook and you see an ad pointing you to a website you recently visited.

Coincidence? Never.

WHAT is Online Personalization?

The aforementioned examples are all instances of online personalization (sometimes called content personalization). BusinessDictionary defines online personalization as “tailoring the presentation of a website’s content to match a specific user’s instructions or preferences.” This form of custom-tailored marketing is achieved by collecting data about prospects and customers, then using that data to tweak online experiences to perfection.

WHY You Should Care About Online Personalization

Online personalization has become a key part of digital marketing strategies. As humans, we crave customized experiences. A study from the University of Texas at Austin attributes this to our desire for control. Google searches 30 trillion pages, 100 billion times a month. 60 hours of video is uploaded every minute on YouTube. More than 30 billion pieces of content are shared each month on Facebook.

Get the point? There’s A LOT of content out there! Online personalization helps you break through the noise and improve your marketing ROI.

HubSpot reported:

  • Personalized emails improve clickthrough rates by 14% and conversion rates by 10%.
  • In-house marketers who personalize web experiences (who are also able to quantify that improvement) see a 19% uplift in sales, on average.
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels.
  • Leads nurtured with targeted content produce a 20% increase in sales opportunities.

And the list goes on. Hey, online personalization works!

HOW to Get Started with Online Personalization

Not every business can be a giganto expert at online personalization like (constantly pulling data and signals to personalize their users’ shopping experiences). However, there are a few basic things you can do to hop aboard the online personalization train, today.

1. Segment Your Email Marketing

Online personalization in email marketing is one of the most cost-efficient methods. Don’t always send the same email to everyone on your list. Break your lists down into various segments and tweak your messages accordingly.


You’re in the staffing business and you work with companies looking to fill positions in marketing and IT.

  • Segment out the companies that have a need to fill marketing positions into one list. Then, send a monthly email featuring your top marketing candidates.
  • Likewise, create a separate segment for companies looking to fill IT positions. Send a separate monthly email featuring your top IT candidates to this list.

Sending a monthly e-newsletter? Most email marketing software (like MailChimp and Constant Contact) offer the option to insert a ‘receiver name’ field. Use it!

2. Segment Your Social Media

Facebook uses data in ad targeting that’s fairly easy to implement. Let’s say you offer computer repair services to small- and medium-sized businesses and you’re only able to offer those services within 50 miles of Brookfield, Wisconsin. You’re not going to want to run a Facebook ad that will be seen by everyone and anyone in the entire United States. Determine what your target audience looks like and set up your ad accordingly.

Here’s what your targeting might look like…

online personalization

Online personalization is not only a great way to break through the marketing noise and improve your marketing ROI—it’s also a really fun way to get creative with how you market to your audience! Give it a shot and you’ll be amazed at the results.

Need some help getting started with online personalization? Contact Cultivate Communications.


Image “Hello My Name Is” courtesy of Flickr user Travis Wise licensed under CC by 2.0.