3. Make it useful.
To capture an engineer’s interest, you have to make sure that the marketing content you produce is useful and provides vital information. It must offer them a solution to their problem, be informative, and command authority, all at the same time. Engineers can easily get bored if you add in unnecessary information that is either too trivial or just veers away from the topic.
Remember to place images throughout the post. Long explanations with no illustrations can be dull and drag the reader down. Pictures, graphs, and illustrations help engineers and other readers visualize what you are talking about.
As previously mentioned, you have to create marketing content that engineers will care about rather than just some random topic. That said, it should be relevant to their job roles and responsibilities. At the same time, you should avoid veering too far from your your business’ own offerings.
Practical advice and technical specifics are far more valuable than merely providing your readers with a variety of products and services that they can buy. Blatant sales marketing consisting solely of products and services can be off-putting to potential subscribers.
You may choose to create ‘How to’ guides offering practical information, as well as providing more brief and direct-to-the-point technical content. These guides can be your presentation of technical data, or may come from current customer feedback on your product. In this way, the reader will simultaneously receive an authoritative and objective overview of your product as well as a clear view of what your company can offer them in the future.
Furthermore, your content should also be accessible, meaning it should not only be available online but should be presented in a way that enhances the user’s experience. This means that the data is intuitively laid out, has a hierarchical structure, has clearly labeled information, and includes meaningful titles and headlines. Application of the basic principles of Search Engine Optimisation (SEO) will definitely serve you well in this regard.
Pro Tip: Speak to your current customers. Ask them what challenges they are facing, and what problems crop up in their day-to-day roles. You might be surprised how many content ideas you can derive from their responses!