Content Marketing, Engineered Podcast | TREW Marketing

TREW Marketing & Wendy Covey
  • 4.8 (23)
  • Marketing
  • Updated Biweekly

If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode. 

  1. 22h ago

    How to Market Complex Products Without Being an Engineer

    Breaking into a technical industry can feel intimidating for marketers, especially when you're surrounded by engineers, product experts, and complex technologies. But you don't need to become an engineer to become an effective industrial marketer. In this episode, you'll learn practical strategies for building confidence, creating stronger content, and connecting with technical audiences. \ In this episode, Natae, Content and Brand Marketing Manager at Novaspect, shares how she immerses herself in new industries and markets by interviewing customers and subject matter experts, joining industry organizations, reading trade publications, and learning the language her audience uses. She explained her goal isn't to know every technical detail. It's to understand why customers care and what challenges they're trying to solve. The conversation also explores the growing importance of authentic, human-centered content. While product specifications and technical capabilities still matter, the people behind the brand often create the strongest performance across social media platforms. From showcasing company culture to capturing unscripted interviews with sales engineers at trade shows, Natae has found that genuine content consistently outperforms overly polished marketing. The episode also highlights why content creation shouldn't be limited to the marketing department. Encouraging leaders, salespeople, HR professionals, and technical experts to share their knowledge helps build trust, supports recruiting, and extends a company's reach. Marketing's role becomes one of enabling, amplifying, and repurposing that expertise across channels. Whether you're new to industrial marketing or looking for fresh ways to strengthen your strategy, this episode offers practical advice for building credibility, creating better content, and connecting with technical audiences in a meaningful way. Resources Connect with Natae on LinkedIn Connect with Wendy on LinkedIn Learn more about Novaspect Download the 2026 State of Marketing to Engineers Research Report Related Episode: AI Visibility: The Future of Search Optimization

  2. Jul 9

    The Content Marketing Pivot to Thought Leadership and PR

    If your content strategy still revolves around publishing endless "what is" and "how to" articles, it's time to update your strategy. Learn why taking a clear point of view, investing in original research, and building credibility beyond your own website are becoming key differentiators in the age of AI search.  In this episode, Sooraj Shah, Content Marketing Lead at Aikido Security, shares why thought leadership and PR are becoming more valuable than ever and how companies can create content that both audiences and AI trust. Drawing on his background as a technology journalist, Sooraj explains why Aikido has shifted away from producing generic "what is" and "how to" articles in favor of opinion-driven content backed by evidence. Rather than publishing the same advice as their competitors, the team focuses on taking clear positions, sharing original perspectives, and supporting those viewpoints with research and real-world expertise. The conversation also explores how AI search is changing content strategy. While SEO remains an important foundation, Sooraj believes brands need to think beyond rankings and create content that offers unique insights, original data, and credible perspectives that large language models are more likely to surface. He also shares why third-party media coverage, annual research reports, and strong relationships with industry publications play an increasingly important role in building authority. Finally, Wendy and Sooraj discuss a challenge many marketers face today: measuring the impact of thought leadership. Unlike traditional SEO content, success isn't defined by rankings alone. Instead, marketers should look for signals such as media citations, industry engagement, social sharing, and whether their ideas are influencing conversations within their market. Resources Connect with Sooraj on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research Report Related Episode: AI Visibility: The Future of Search Optimization

  3. Jun 25

    How Industrial Brands Can Measure and Improve AI Visibility

    AI search is changing how buyers discover and evaluate vendors, yet many industrial companies have no idea whether they're being cited in tools like ChatGPT, Claude, Gemini, or Perplexity. Over the past few months, we've conducted AI visibility audits for several clients to uncover exactly how often their brands appear in AI-generated responses, and why. The findings revealed clear patterns separating brands that are consistently recommended from those that are virtually invisible. In this week's episode, we share what we've learned and outline four practical strategies that can help increase your visibility, authority, and chances of being cited by top AI platforms.  In this episode, TREW Marketing's Kara Koch joined Wendy Covey to discuss the growing importance of AI visibility and the strategies industrial marketers can use to improve it. The conversation also explored the differences between SEO (Search Engine Optimization), AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). While traditional SEO remains foundational, marketers must now optimize content to become trusted sources for AI-generated answers. To assess visibility, Kara recommends conducting AI visibility audits that evaluate brand mentions, citations, content structure, and competitor performance across AI platforms. She emphasized that many industrial companies possess deep expertise but fail to package that knowledge in ways AI systems can easily understand and cite. When it comes to improving visibility, the most effective strategies include strengthening technical SEO fundamentals, creating problem-focused content, organizing content into topic clusters, earning third-party validation through PR and industry publications, and showcasing authentic thought leadership. Resources Connect with Kara on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research Report Related Episode: AI Visibility: The Future of Search OptimizationRelated Episode: Evolving Your Website Alongside AI and Shifting Buyer Expectations

  4. Jun 11

    Inside the European Engineer's Buying Journey

    How do European engineers research, evaluate, and purchase technology today? How do these behaviors differ from their North American counterparts? I sat down with Udo Bormann to discuss the 2026 State of Marketing to Engineers Research report with a European lens. In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europea-specific insights from the 2026 State of Marketing to Engineers research report. One of the most important findings: European engineers complete approximately 64% of their buying journey online before ever speaking with a salesperson. This is slightly higher than their North American counterparts. This means manufacturers must focus on becoming part of the research process rather than interrupting it. Udo explains how engineers are skilled at filtering out promotional messages and quickly identifying content that lacks substance. He says successful marketing strategies provide practical, in-depth information through articles, webinars, videos, datasheets, and demonstrations that help engineers evaluate solutions on their own terms. The research also revealed an interesting contradiction around artificial intelligence. While nearly 70% of engineers report using generative AI during the buying process, trust remains low particularly in Europe. Bormann noted that engineers often use AI as a starting point, but they still seek validation from credible sources before making decisions. That emphasis on credibility helps explain another surprising trend: the growing influence of trusted technical publications. Engineers have been increasingly gravitating toward sources they trust to provide accurate, verified information. For marketers targeting European engineers, it's important to prioritize technical accuracy, invest in trusted content channels, and focus on building credibility at every stage of the buyer's journey.  Resources Connect with Udo on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research ReportWatch the Research Webinar Related Episode: What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report

  5. May 28

    What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report

    For the first time in the report’s nine-year history, technical publications surpassed vendor websites as engineers’ top source for researching purchases, signaling a growing demand for trusted, third-party content. Listen to the latest episode of Content Marketing, Engineered to hear what we found most surprising in this year's State of Marketing to Engineers Research Report.  In this episode, Wendy Covey and CJ Haight pull back the curtain on the 2026 State of Marketing to Engineers Research Report and explore the trends reshaping technical buying behavior. The conversation dives into the growing role of AI in the research process, revealing a fascinating contradiction: engineers are increasingly using generative AI tools, yet trust in AI-generated information remains low. Wendy and CJ discuss how technical buyers may be leveraging AI as a shortcut for discovery while still relying on verification from credible, independent sources. The episode also explores why online technical publications overtook supplier websites as the preferred research destination for engineers. CJ suggests this may reflect a desire for less biased information and frustration with overly generic or AI-generated vendor content. Wendy and CJ share practical advice for industrial marketers: invest in credible third-party visibility, maintain a strong and unique market position, and prepare for continued disruption as AI changes how engineers discover information online. Resources Connect with CJ on LinkedInConnect with Wendy on LinkedInDownload the 2026 State of Marketing to Engineers Research ReportWatch the Research Webinar

  6. May 14

    How Your Visual Brand Affects Your Sales and Recruitment Efforts

    When was the last time your updated your visual brand? An outdated visual identity could be costing you more than you realize. From lost sales opportunities to recruiting challenges and diminished credibility, visual branding isn’t just about looking polished; it’s a strategic tool for building trust, standing out from competitors, and attracting top talent. Paul Kiesche shares how to know when it's time to give your brand a refresh and the best practices to consider.  In this episode, Paul Kiesche, President and Creative Director of Aviate Creative, shares how an outdated visual brand can be detrimental not only to your sales and marketing efforts, but your company's internal culture and external recruitment efforts as well.   Paul shared that one of the biggest misconceptions in industrial marketing is the belief that buyers “don’t care” about creative. While technical buyers may prioritize seeking out technical content, they still make judgments based on professionalism and trustworthiness. A dated or amateur-looking brand can create hesitation, especially when prospects are making large purchasing decisions. Employee recruitment and retention is also a major reason to modernize you company's visual brand. Modern, polished branding can energize internal teams, attract younger talent, and help manufacturers compete for skilled workers in a tight labor market. So, when companies should consider a brand refresh? According to Paul, businesses that haven’t updated their branding in 10 years or more are likely already feeling the effects of an outdated brand. Signs can include declining engagement, difficulty hiring, or slower lead generation.  Resources Connect with Paul on LinkedInConnect with Wendy on LinkedInLearn more about Aviate Creative

  7. Apr 30

    Media Training Tips for SMEs and Executives in Technical Publications

    PR becoming a critical strategy for visibility. In this episode, Morgan Norris, VP of Marketing at TREW, breaks down why PR matters more than ever and how to properly prepare subject matter experts and executives for media opportunities. One of the biggest shifts driving renewed interest in PR is the evolution of search and AI. Traditional website-first strategies are no longer enough. Today, brand visibility increasingly depends on being featured in trusted third-party sources like technical and trade publications. These outlets not only influence human audiences but also shape how AI models surface and prioritize information. To take advantage of this, companies need to rethink how they prepare their spokespeople. For SMEs, success starts with thoughtful media training. That includes providing briefing documents with background on the publication, the editor, and likely interview angles. Even a short practice session can help reduce nerves. SMEs should come equipped with real-world examples: customer stories, performance data, or application use cases to bring technical concepts to life. On the other hand, executive interviews require a different level of preparation. Leaders must align on what information can be shared publicly, especially when it comes to company data. Morgan recommends preparing key facts in advance and developing three core stories executives can consistently return to during interviews. This ensures messaging stays focused, strategic, and impactful. Across both groups, one theme stands out: consistency. Without clear, aligned messaging, PR efforts aren't as effective.  Resources Connect with Morgan on LinkedInConnect with Wendy on LinkedInRelated article: News Releases in B2B Tech: Why They Matter and How to Do Them RightRelated episode: How B2B PR Should Fit into Your Integrated Marketing StrategyRelated episode: A Technical Editor-in-Chief's Perspectives on PR, Hot Industry Topics, and AIDownload the News Release TemplateLearn more about TREW's PR and Thought Leadership Services

  8. Apr 16

    Stop Selling, Start Educating: The Secret to Binge-Worthy Webinars

    Let's face it. Industrial webinars can be...forgettable. But what if yours could keep people watching for hours? Aya Takase produces 40 webinars a year. She breaks down how to turn technical expertise into binge-worthy content that educates, builds trust, and leaves viewers coming back for more.  In this episode, Aya Takase, Head of Global Marketing Communications at Rigaku, shares how her team transformed webinars into a powerful, scalable content engine.One of the biggest insights is simple but often overlooked: meet your subject matter experts where they are. Many technical experts struggle to write blog posts, but they’re comfortable presenting. By turning webinars into the primary content format, Aya’s team unlocked expertise that would have otherwise stayed hidden. Aya emphasized that “binge-worthy” webinars are possible, even in highly technical industries. The key is to understand your audience. For technical audiences, break down complex concepts clearly without oversimplifying. For less technical users, focus on real-world pain points and practical solutions. Engagement is another critical factor. Instead of relying only on polls or chat, Aya recommends using rhetorical questions throughout the presentation. This keeps viewers mentally involved, prompting them to actively think through the content rather than passively listen. Preparation also plays a major role. Aya goes through multiple dry runs with her team and reviews the structure and flow of the webinar to make sure it applies to the audience’s knowledge level.  Perhaps the most counterintuitive advice is to stop selling. Promotional content erodes trust and reduces credibility. Instead, focus entirely on delivering value. Over time, consistent, helpful webinars build brand recognition and position your company as a trusted authority.  Finally, don’t let your webinar content go to waste. Repurpose recordings into blog posts, summaries, eBooks, and more. A single webinar can fuel an entire content strategy. Resources Connect with Aya on LinkedInConnect with Morgan on LinkedInLearn more about RigakuExplore Rigaku's webinars and videosPurchase the Industrial Marketing Digital Pass

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If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode. 

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