Establishing the ideal content marketing strategy for engineers is vital if you want to grab your audience’s attention and make them trust your business.
Attracting engineers can be a little more difficult than attracting other audiences, since your content has to be so targeted and technically accurate!
But that’s why you’re here, so let me walk you through some of the top ways of kickstarting a content marketing strategy for engineers.
Create high-quality content for social media
Many engineers use social media platforms for work. According to a 2024 industrial marketing report, YouTube, LinkedIn, GitHub, and Facebook are the top-rated social networks for technical users.
So it’s important for you, as someone creating content for engineers, to be active on the relevant social platforms and deliver the best content you can.
You don’t necessarily have to be on all social platforms — or even the top-rated ones. Instead, do some market research, identify your target audience, and focus on the social platform that works best for you and your audience.
Since attention spans are short, your ideal marketing strategy for engineers will focus on social content that’s short and to the point, but still insightful enough to be of interest or offer value to a technically-oriented audience.
Bite-sized social media content is a great way to spread the word about completed projects, new blogs, industry news, and more — don’t forget to make your content visually appealing, too.
Publish great content on your blog
Incorporating blogging into your content plan is a great marketing strategy for engineers.
Running a successful engineering blog has many perks, but most importantly, it gives you a way of publishing content that not only educates your current audience but also brings in new audiences.
This is because blogs — if they’re well-written and optimized with all the right on-page SEO essentials — can be indexed by search engines and be shown in the SERPs (Search Engine Results Page) to audiences searching for something on the internet.
This opens up a whole world of potential for generating website traffic.
Consistently publishing good blog content also helps build your brand authority and credibility, giving you the chance to really position yourself and your company as a thought leader.
Create an informative email newsletter
Did you know that 98% of technical users subscribe to an email newsletter? This really speaks volumes about the power of email marketing.
While it won’t necessarily be the best to attract a new audience (blog posts that can be discovered by search engines and social media posts that pop up in explore feeds are far more effective here), it can do wonders if you’re working on building lasting relationships with your current audience.
Use your newsletter to share your latest blog posts, send out free e-books or webinar invites, include promotions or product launches, or simply send out holiday greetings — anything that can help you build reader loyalty and trust.
It’s just important not to overdo it.
Even if you offer amazing value in every email, we live in an information overload society and no one wants to receive multiple emails a day — or even a week.
But a regular, targeted newsletter itself can do wonders.
List segmenting
List segmentation is largely related to email marketing, but it can also apply to some other content on your website — at least when it comes to the way you think about your content.
People will be entering your website at different stages of the buyer’s journey. Perhaps they’re visiting your site for the very first time, or perhaps they’re repeat visitors ready to take the next step in their purchasing journey. Your website content needs to be able to speak to people at different stages of this journey, though you won’t necessarily be able to control where on your website these site visitors land.
But this becomes a little easier to do in email newsletters since you can literally create different lists or segments in your email marketing program.
Has someone just signed up for your newsletter? Then they’ll enter your email marketing funnel at one specific point and receive emails catering to that. If they’ve been subscribed for a while, however, they’ll be in a different segment and receive different types of emails.
There will be some convergence, of course. For instance, you’ll likely announce a new product launch or new blog post to both types of subscribers.
But by creating different list segments, you can ensure that your subscribers are getting a marketing experience that’s uniquely tailored to them.
Create a great landing page
A landing page is the first page an audience will land on when visiting your website.
While often this is the home page, this isn’t necessarily so. You could, for instance, link to a different page on your social media platforms or in your newsletters.
The perfect landing page will be one where you share all the information someone could need about your products or services, with very clear CTAs (calls-to-action). Your content should be punchy and clever, with great visuals, good information, and everything your reader would need to understand what your business is about.
You can follow my tips for great homepages for more info here, as there is a good overlap between what’s required.
The important point, though, is to ensure that whenever you choose a landing page — i.e., a point of entry to your site — this page needs to be well-optimized to meet your audience’s needs.
Share a good mix of content
I’d definitely recommend sharing a good mix of content.
You want to create high-quality blog posts that cover everything from comparisons to product reviews, bite-sized social media bits that can attract new audiences, email newsletters that really build relationships, and landing pages that are designed to attract new audiences — and keep them engaged.
That way, you’ll end up with content that reaches all types of audiences.
Don’t forget to also mix up your content types — it’s good to offer a nice mix of text, images, infographics, animations, and videos. That way, you’ll be able to target different types of readers.
But if you only have the capacity to focus on one or two different content types, that’s also okay. As with everything, you need to tailor your marketing strategy for engineers to suit your time and budget as well as your target audience and ultimate goals.
At the end of the day, a good marketing strategy for engineers covers all your bases and ensures your audience has an amazing experience.
And if you need someone to create fantastic engineering content, give me a shout.
Marketing Strategy for Engineers FAQs
Content marketing, to put it very simply, is a type of marketing that involves creating and sharing valuable content in order to attract a new audience or keep your current audience engaged. It’s really beneficial in fields like engineering where you’re likely to share very in-depth, technical information.
When developing a marketing strategy for engineers, it’s definitely important to focus on a good mix of content types — but first, look at your target audience and see what content even works for them. You’ll also need to consider what resources you have access to. For example, podcasting may not be a suitable medium if you don’t actually have the resources to produce podcasts. Ideally, though, you’d dabble in a bit of everything that you have the capacity to produce — from text to video, images, infographics, and more.
Different platforms have different ideal posting frequencies. Blogs, for example, are best posted 2–4 times a month. Different social media platforms can range from 2 to 4 times a day to 2–4 times a week. What matters most, though, is consistency. As long as you publish new content regularly, you’ll be in the clear.
