Overview

Technological advances and the abundance of content choices have disrupted the traditional buyer journey so buyers are now in control, with the world's long-tail of information accessible at their fingertips. B2B technical buyers search for and choose the content they consume and trust with a great deal of scrutiny given the high stakes they face in 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 the effectiveness of content marketing.

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9781799889779

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Rebecca Geier, RIVE Advisors, USA Ryan K. Boettger, University of North Texas, USA

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