Content Marketing, Engineered Podcast | TREW Marketing TREW Marketing & Wendy Covey

According to our research, 97% of engineers and technical buyers watch work related videos during the work week. I talk with a video expert to learn the best types of videos to add to your content marketing mix.

Jeff Long is the owner of True Focus Media, a video and web development agency for industrial manufacturers. Jeff has more than 20 years experience in creating video content for industrial companies. Over the years, Jeff has seen the role of video evolve in marketing and today, it's more important than ever to include video in your content marketing strategy.
We discuss the types of videos to create besides the traditional corporate promotional overview video. Videos such as thought leadership pieces, answering frequently asked questions and creating demos of your products is a great way to share valuable content with your audience. Jeff shares his tips for preparing a spokesperson for video and emphasizes the value of authenticity in video content. We share advice on creating a content roadmap and effectively distributing video content as well as tools that can make producing video content easier.


Key Takeaways
Consider adding video to your content marketing strategyUse video to showcase expertise and provide value Prepare spokespersons for video by encouraging them to teach rather than sellCreate a content roadmap to plan topics and speakers for your video contentAuthenticity and human connection are important for building trust through videoResources
Connect with Jeff on LinkedInConnect with Wendy on LinkedInLearn more about True Focus MediaRelated Episode: Video Shouldn't Be This Complicated with Bryan FittinRelated Episode: Daily Videos Part of a Robust Content Marketing Strategy For Optics Manufacturer 

How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been in the SGE beta for more than a year. Let's see what she's found out
In this episode, I catch up with Jennifer Dawkins, Vice President of Account Services at TREW Marketing, Jen has been part of the Beta program for Google's new Search Generative Exoereince (SGE) for more than a year and in that year, there have plenty of updates. I ask her about her experience with the SGE program program.
For some background, Google's SGE is an AI-generated search summary that appears on the Google homepage, providing quick, AI-generated answers to users' queries. Jennifer shared that SGE has been valuable for finding clear factual answers and quick information, but has been less than accurate when asking, technical or complex questions. Often pulling from sources that are not traditionally high-ranking in Google search results.
We also talk about how brands can optimize their content strategy for Google SGE and other AI-assisted search tools. The bottom line? Quality content and a multi-channel digital presence are the most effective strategies. The rollout of SGE to the general public is still uncertain, and we believe that traditional Google search and quality SEO standards  will continue to coexist with AI-assisted search platforms like SGE.
Key Takeaways
SGE provides quick answers and summaries for factual queries, but may provide inaccurate or misleading information for more complex and technical searches.A multi-channel digital presence is crucial for optimizing for AI-assisted search, as AI algorithms consider the frequency of brand mentions across various platforms.Quality content remains essential, and creating valuable, trustworthy content is key to gaining exposure and building trust with readers.Traditional Google search will likely coexist with AI-assisted search platforms like SGE, as they serve different purposes and cater to different user needs.Resources
Connect with Jen on LinkedInConnect with Wendy on LinkedInRelated Episode: Optimizing for LLMs and Google's Search Generative Experience (SGE) with Dale BertrandRelated Episode: Updating You 2024 & 2025 SEO Strategy with Kyle Roof

The marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pete Grasso, Content Marketing Leader, and Tim Fletcher, Digital Marketing Leader join me on the podcast to talk about how they use B2C strategies to build a loyal following and get the information their contractors need.
We discuss how they've successfully partnered with a trusted influencer in their space to maximize reach, create dozens of new content pieces and gain feedback from their community. This video alone has more than 30,000 views. They've also created a dedicated mobile app to help their contractors get the answers the need quickly, the app is also used as a sales-enablement tool and is used by their wholesalers and distributers. creating a mobile app, experimenting with AI, and using video marketing for sales enablement. We discuss their use of AI and video. They emphasize the importance of measurement and ROI and the power of executive buy-in.
Not only is the marketing department seen as innovators, they are also a valued department in the organization, assisting HR with recruitment and culture assets (check out this creative Family Matters video), creating sales enablement tools and getting key buy-in from executives. 
Key Takeaways
Consider applying B2C strategies to the B2B spaceCollaborate with influencers to reach niche audiences and build trustA mobile app can be a useful content delivery system and sales enablement toolUse video marketing to engage customers and showcase company culturePrioritize marketing initiatives based on core company pillarsThink outside the box and dare to try new and creative approachesMeasure marketing efforts and demonstrate ROI to stakeholdersResources
Connect with Pete on LinkedInConnect with Tim on LinkedInConnect with Wendy on LinkedInLearn more about Heatcraft Refrigeration ProductsRelated Episode: Influencer Marketing in Electronics and Semiconductor Related Episode: Why Successful Technical Companies Rely on Content Marketing

Jordan Yates is well known in the Industrial Marketing B2B space as a Marketing Engineer and podcaster. She's the host of her own podcast Failing For You, and has helped many industrial businesses create their own podcasts.
In this episode, we discuss the benefits and considerations of starting a B2B podcast. We explore the growing popularity of podcasts and the opportunities they present for B2B companies. We also discuss the different formats of podcasts, such as interviews and solo episodes, and the misconceptions people have about podcasting. The conversation covers the importance of planning and strategy before starting a podcast, as well as the tactical steps involved, such as naming the podcast, designing the creative for the podcast, establishing an RSS feed, and choosing an online recording software. We also cover the different ways to measure the success of a podcast.
Jordan and I share our recommendations for equipment, including laptops, cameras, microphones, and lighting.

Takeaways
Before getting started, understand the time and commitment it takes to produce a podcast and divert resource accordinglyCreate a hook in the podcast introduction to engage listeners from the start.Consider using music and voiceover to make the podcast introduction more professional and captivating.When creating podcast cover art, choose a design that aligns with your brandMaintain brand consistency by using the same cover art and overlays for your podcast episodes.Invest in essential podcasting equipment, such as a laptop, camera, and microphone, and lightingMeasure podcast success through metrics like listens, downloads, and engagement, and consider using lead capture mechanisms to gather more information about your audience.

The folks at EETech know a thing or two about the research and buying habits of engineers and designers after spending decades building communities better known as the 'Reddit for Engineers."  We talked about what they've learned and how technical companies of all sizes can take advantage of their tools.

EETech is a huge online communications company dedicated to serving up the most important content for today's engineers. Today, I'm lucky to have David Blaza, Global Sales Director and Terra Gledhill, Director of Research & Marketing, on the podcast to talk about their wealth of experience working with highly technical brands to make the most impact when reaching engineers and technical buyers.
We discuss all the different online communities EETech has built to be the "Reddit for engineers" including All About Circuits, Control Automation, and EE Power, among many others. We also go deep on the findings of EETech's Annual Engineering Insights Report and why self-service on your website is one of the most important features you need to close the deal with engineers.

In this episode, I welcome back Morgan Norris, Senior Brand Strategist at TREW Marketing. We delve into the world of personal branding and specifically, how people in sales and marketing roles can utilize this strategy to become a go-to and trusted resource. Personal brand is as an individual's identity and reputation both online and in person. We talk about how personal branding fosters trust and loyalty among customers.We also discuss how to define and enhance a personal brand by identifying your strengths. The conversation also covers how personal branding should align with your company's corporate brand.
Takeaways:
Personal branding is essential for salespeople to establish themselves as trusted resourcesIdentify your strengths and what sets you apart from others to define your personal brandAlign your personal brand with your company's brand, but also maintain your own unique toneImagery and visual cues can enhance your personal brandUse AI tools to brainstorm ideas, but ensure that your personal brand remains authenticStart with small steps like posting on LinkedIn, commenting on posts, and creating videos