Content Marketing for Engineers, Scientists, and Technical Communicators

Technological advances and the abundance of content choices have disrupted the traditional buyer journey, so buyers are now in control. To drive interest, trust, and demand in their products, technical business leaders and communicators must create content that is as smart and precise as the technically-minded audiences they target. Content Marketing offers a practical guide for engineers, scientists, and technical communicators to create effective, modern marketing. It includes specific strategies in jargon-free language that STEM professionals with no marketing background can grasp and immediately employ. Each chapter illustrates concepts with real-world examples from engineering and scientific companies and original interviews with prominent content marketers.

Format: Hardback
Length: 300 pages
Publication date: 30 November 2022
Publisher: IGI Global

The traditional buyer journey has been disrupted by technological advances and the abundance of content choices, giving buyers control. In the B2B technical market, buyers are highly scrutinized when making product purchase choices due to the critical applications they are solving. To drive interest, trust, and demand in their products, technical business leaders and communicators must create content that is as smart and precise as the technically-minded audiences they target.

Content Marketing offers a practical guide for engineers, scientists, and technical communicators to create effective, modern marketing. Unlike high-level, densely written textbooks or industry trade books that brush over the details or don't provide a guide for highly technical product marketing, this book includes specific strategies in jargon-free language that STEM professionals with no marketing background or young technical communications professionals in B2B technical markets can grasp and immediately employ. Each chapter illustrates concepts with real-world examples from engineering and scientific companies and original interviews with prominent content marketers.

This book provides an understanding of the definition, purpose, and practical implementation of a content marketing program along with the relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives. It will also present the most effective forms of content marketing for engineering and scientific products, their structure and use, including emerging digital formats, and explores how to create persuasive content and measure its impact.

In conclusion, the traditional buyer journey has been disrupted, and buyers are now in control. To succeed in the B2B technical market, technical business leaders and communicators must create content that is smart, precise, and persuasive. Content Marketing offers a practical guide for engineers, scientists, and technical communicators to create effective, modern marketing that resonates with their technically-minded audiences. By understanding the definition audiences, implementing effective content marketing strategies, and measuring their impact, technical business leaders and communicators can drive interest, trust, and demand in their products and achieve success in the competitive B2B market.

ISBN-13: 9781799889779