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. 5D AGO

    How Lean Marketing Teams Can Win With Video in 2026

    For marketers who’ve felt that video is too expensive, too technical, or too time-consuming, this episode offers a clear takeaway: you don’t need a big budget or a big team to make video work, you just need the right approach and tools. Video is one of the most powerful content formats for marketers, but for years it also felt out of reach. That’s no longer the case. Today, creating high-quality video for every channel is easier and more affordable than ever and video consistently ranks as one of the top-performing content types across channels. In this episode, Elise Beck, Senior Director of Product Marketing at Wistia, shares how today’s marketers can create impactful video easily and affordably, even with lean teams and limited budgets. Video is uniquely effective for companies with complex products, long buying cycles, and technical audiences. From product demos and explainers to webinars and podcasts, video allows marketers to scale knowledge, replace in-person demos or plant tours, and communicate ideas that are difficult to explain with text alone. Video creation has become far more accessible in recent years. Elise explains how modern tools for recording, editing, and polishing video, has lowered the barrier to entry for marketers who don’t have video production backgrounds. Features like screen recording, simple editing, AI-powered audio cleanup, social clip generation, and automated captions help marketers develop and publish quality video content. This episode also explores the evolving role of video in search and AI-driven discovery. As generative search and large language models change how buyers find information, Elise explains how making video content readable by AI is becoming increasingly important for visibility and reach. The episode goes beyond creation into measurement, highlighting how video analytics can give marketers and sales teams deeper insight into buyer engagement. Finally, the discussion looks ahead to emerging trends in video marketing, including AI-assisted ideation, localization, and the ongoing debate around synthetic video and avatars. Elise emphasizes the importance of balancing innovation with authenticity,  especially for technical and industrial brands where trust and credibility matter most.   Key Takeaways Video’s true power lies in its ability to simplify complexity and enable authentic communication at scaleEmbedding transcripts and enabling AI to read video content transforms videos into accessible, searchable assets, increasing reach and relevance.AI streamlines recording, editing, and post-production, making video creation feasible for small teams or individuals.Features like integrated editing tools enable quick turnaround and testing of video content.Organizations are bringing video production internally, leveraging AI for ideation, scripting, and editing, reducing reliance on external vendors.Trust and genuine human connection are prioritized over AI-generated video, especially in technical fieldsAll-in-one video solutions like Wistia empower lean teams to execute comprehensive video strategies efficiently. Resources Connect with Elise on LinkedInConnect with Wendy on LinkedInLearn more about WisitaLearn more about Wistia's State of Video Research ReportAI Benchmark: Will Smith Eating SpaghettiRelated Episode: How to Add Value-Driven Videos to Your Content Marketing Mix

    28 min

  2. FEB 5

    Cutting Through the Noise: Authentic LinkedIn Marketing in Manufacturing

    Jake Hall is back on Content Marketing Engineered for a deep dive into what actually works on LinkedIn for industrial brands. We break down best practices for approaching LinkedIn not just as a company page, but through your spokespeople and employees, too. We also dig into the evolving role of influencers in the marketing mix and what it really takes to build successful, authentic influencer partnerships in manufacturing and engineering.   In this episode, Jake Hall, aka the Manufacturing Millennial discusses the evolving landscape of content marketing, particularly focusing on the importance of LinkedIn as a platform for authentic engagement. He shares insights on effective content creation strategies, the role of influencers in the industrial sector, and the necessity of maintaining authenticity in a world increasingly dominated by AI-generated content. The conversation emphasizes the need for marketers to adapt their strategies to foster genuine connections with their audience while leveraging the unique advantages of social media platforms. Key Takeaways LinkedIn is still a powerful platform for industrial marketing in 2026.Authenticity is crucial in content creation.Engagement is more important than clicks.Influencers can help brands reach new audiences.Posting consistently builds trust with your audience.AI should be a tool, not the core of your strategy.Content should tell a story and address real problems.Influencer marketing is evolving and should be embraced an another marketing tool.Companies need to empower employees to share authentic content.Resources Connect with Jake on LinkedInConnect with Wendy on LinkedInLearn more about the Manufacturing MillenialRelated Episode: Trade Show Tips with Jake HallRelated Episode: 2026 Marketing Trends: The Power of a Strong Differentiated StrategyRegister for the Industrial Marketing Summit

    33 min

  3. JAN 22

    Audience Research, Zero-Click Content, and AI: How B2B Buyer Behavior is Changing Now

    Erin Moore sits down with Rand Fishkin, one of the most influential voices in modern marketing, to unpack how audience behavior, search, and content strategy are fundamentally changing in 2026. They discuss the rise of zero-click marketing, the myth that AI tools are “killing” search, and why audience research now matters more than competitive research. Rand brings data-backed clarity to some of the biggest questions marketers are grappling with right now.   In this episode, we’re joined by Rand Fishkin, founder of SparkToro, Alertmouse, and Snack Bar Studio; former co-founder of Moz; and, if we can add one more title, keynote speaker at the 2026 Industrial Marketing Summit. Rand brings decades of experience helping marketers understand how people actually discover, consume, and trust information online. The conversation dives into why audience research has become critical step of marketing strategy as traditional inbound tactics lose effectiveness. Rand explains how data powers audience insights and why these insights are often most valuable for gaining internal buy-in, or just as importantly, for saying "no" to ineffective channels and trends. The episode also discusses the impact AI tools have had on search, zero-click marketing, and how marketers should rethink attribution in a world where impressions and brand lift matter more than direct clicks. Rand shares advice for teams stuck in outdated SEO playbooks, emphasizing the importance of following audience behavior over competitor behavior, and pushing back against the dangerous mindset of “doing more with less”. Resources Connect with Rand on LinkedInConnect with Erin on LinkedInLearn more about SparkToroLearn more about AlertmouseRelated Episode: What is THE SEO Alligator? A New Challenge in Search MetricsRegister for the Industrial Marketing Summit

    48 min

  4. JAN 8

    From Skeptic to Strategist: Embracing Reddit for Industrial Marketing

    What if one of the most influential channels for industrial buyers isn’t LinkedIn or Google, but Reddit? Reddit is shaping how engineers research products, validate vendors, and even influence AI-powered search results. In this episode, we dig into how one industrial brand embraced Reddit as a low-cost, high-impact awareness channel.  In this episode, Mandee Nguyen, Content Marketing Manager at SICK Sensor Intelligence, shares her journey through her marketing career and how her current role led her to focus on using Reddit to reach SICK's technical audience. Mandee’s journey to Reddit didn’t start with enthusiasm. Like many marketers, she initially associated the platform with gaming threads and pop culture debates. But shifting search behavior, Google’s increased surfacing of Reddit threads, and the platform’s growing influence on AI-driven search quickly changed her perspective. Engineers, it turns out, are actively using Reddit as a trusted source of information. At SICK, Reddit began as a low-risk pilot focused on paid advertising. With most ads costing under $1,000, the barrier to entry was far lower than LinkedIn. Mandee shared examples and said video ads, especially demo-focused, educational content, performed best.  The conversation also explores why Reddit is best approached as an awareness channel rather than a direct lead-generation engine. Reddit’s lead gen tools are still in beta, and users are notoriously resistant to marketing. Authenticity is critical, both in ad copy and any organic, used-based participation. Beyond Reddit, Mandee offers broader advice for industrial marketers heading into 2026: invest in partner marketing, leverage credible external influencers, and use AI strategically for efficiency. Key Takeaways Reddit is a trusted source for information in the engineering community.Advertising on Reddit is more cost-effective than LinkedIn.Authenticity is crucial when marketing on Reddit.Video ads perform better than image ads on Reddit.Engaging with external influencers enhances credibility.Content should be educational rather than promotional.AI tools are used for content repurposing and ad creation. Resources Connect with Mandee on LinkedInConnect with Wendy on LinkedInLearn more about SICK Sensor IntelligenceLearn more about TREW's Marketing Strategy servicesRegister for the Industrial Marketing Summit

    27 min

  5. 12/11/2025

    2026 Marketing Trends: The Power of a Strong Differentiated Strategy

    Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode focuses on how Industrial Marketers can reckon with with the new age of AI and differentiate themselves among a "sea of sameness" and what marketing strategies to focus on in 2026.  2025 was a year of massive transformation for industrial marketers. As AI tools matured and generative search became a primary gateway for technical buyers, long-standing content and inbound strategies were forced to evolve. Marketers saw firsthand how important differentiation, depth, and authentic expertise is to stand out and earn trust. AI Has Leveled the Tactical Playing Field According to Lee, 2024 and 2025 were years of experimentation. Marketers used AI to produce content faster than ever but this caused everyone to sound alike and create an overwhelming amount of noise. Lee says the biggest trend for 2026 is a differentiated strategy. With AI providing instant answers to basic queries, surface-level content no longer cuts it. Technical buyers still end up on your website, and when they do, they’re looking for clarity, technical depth, and authenticity. If your content doesn’t communicate a strong value proposition and true expertise, it’s easy for prospects to bounce back to AI or head to a competitor. Your Website Must Earn Its Keep Lee highlighted two extremes plaguing engineering websites today: The “museum” site: outdated, bloated, and difficult to navigate.The “brochure” site: modern and pretty, but shallow, lacking specs, case studies, and proof points.Both fail to meet the needs of technical buyers. Lee recommends a website and content audit using a keep/kill/create framework, elevating high-value content, and ensuring users can find what they need with minimal clicks. Trade Shows: Substance Over Swag Events are booming again, but many companies are “checkboxing” their presence rather than building a strategic plan around them. Lee stressed the importance of: Strong booth messagingDemos and SMEsPre-event outreach and partner activationThoughtful, timely post-show follow-upContent: Go Deep, Get Specific, Prove It Technical audiences still value white papers, webinars, case studies, and research if they contain meaningful depth. Lee emphasized developing more proof-driven assets, including unnamed case studies when needed, and turning high-performing content into webinars or videos. Voice-of-customer research and even closed-lost surveys are underrated tools for uncovering differentiators AI can’t replicate. Resources Connect with Lee on LinkedInConnect with Wendy on LinkedInLearn more TREW's Marketing Strategy servicesRegister for the Industrial Marketing Summit

    25 min

  6. 12/05/2025

    Comparing Research Behaviors of Career Pros and Next Gen Engineers

    As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026.  In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy. A dominant theme in this year’s report is the rapid rise of AI adoption. Among millennial and Gen Z engineers, usage of AI tools (including LLMs, code generation, and simulation) jumped from 45% to 64% year over year. Even seasoned career professionals saw a significant increase, from 20% to 46%. Terra explained that while younger engineers overwhelmingly see AI as a positive accelerator, seasoned engineers remain more cautious, emphasizing the need for regulation and security. The report also highlights major generational differences in research behavior. Communities and forums have become the top resource for Millennial and Gen Z  engineers, who seek out peer validation and authentic, real-world solutions. Career pros, however, still rely on manufacturer websites. Across all groups, engineers increasingly expect robust online tools such as CAD models, reference designs, and simulation resources directly on supplier websites. When it comes to challenges, both groups cite staying on schedule and on budget as their top concerns. But younger engineers struggle more with skill gaps on their teams, often inheriting outdated systems and incomplete documentation. Career pros, conversely, feel the pressure of keeping pace with technology’s rapid evolution. For marketers planning 2026 strategies, Gledhill’s advice is clear: Prioritize technical depth over marketing polish.Equip engineers with self-serve digital tools on your website.Show up in trusted communities and authoritative third-party publications.Encourage SMEs to share their expertise on technical forums like Reddit and Github.Market not just to today’s decision-makers, but to the next generation.Resources Connect with Terra on LinkedInConnect with Wendy on LinkedInLearn more about EETechRelated Episode: Comparing Content Preferences of Engineers in Europe and the USRelated Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers WebinarRegister for the Industrial Marketing Summit

    34 min

  7. 11/13/2025

    AI Visibility: The Future of Search Optimization

    As AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more.  In this episode Wendy Covey and Jason Koo, founder and CEO of  SEO agency Zupo, discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI platforms for their answers, how can marketers ensure their brands appear across AI Overviews, ChatGPT results, Perplexity results, and beyond? Wendy and Jason emphasize that the fundamentals of PR and traditional SEO remain the foundation for success in AI visibility. Getting featured in trusted publications and earning backlinks from those sources continue to be essential strategies. They also discuss users and their changing search behaviors. Are more users going straight to ChatGPT for their searches? Are they starting with Perplexity and then completing a secondary search on Google? As these habits evolve, marketing attribution becomes more complex. How do these changes affect referral, organic, and direct traffic attribution? Currently, there’s no perfect way to measure AI-driven traffic and visibility. Jason shared that his team uses PEECAI to track AI visibility, while platforms like HubSpot are developing their own AI measurement tools. Even without a universal metric, understanding how your content performs in AI results is becoming a crucial part of marketing analytics. But one of the most important questions on marketers' minds is how to rank on AI. Jason walked us through his top three strategies: Appear on the first page of Google's Search Engine Results Page Research shows a strong correlation between ranking on Google’s first page and appearing in AI-generated answers. Jason cited several studies, including a ChatOptic report that found a 67% overlap between top-ranking pages and AI answers. A Seer Interactive study found that Google organic keywords were the top correlating factor for appearing in AI answers. In other words, if you rank well for specific keywords, you have a better chance of appearing in AI answers for those topics.Appear in listicles Jason also highlighted that brands featured in listicles like “Top 10” articles on review or ranking sites are more likely to appear in AI results. However, he cautioned that only high-quality listicles (those ranking on the first page of Google) are effective. Creating your own “Top 10” list and ranking yourself at the top can appear disingenuous, so aim to earn placement organically.Answer topics from AI's "Query Fan Out" Jason explains that when LLMs try to answer questions, they will often seek answers to related questions simultaneously in order to be able to serve a more in depth answer. If your brand has the best answers for the primary question of an AI user AND the answers to the related questions, you're more likely to appear in the AI answer.  How do you know this list of questions in an AI's "query fan out"? Most AI tools will not tell you even if you ask, but Perplexity does! Run through some questions with Perplexity and ask it what it's related questions are - now you have a roadmap to all the related topics that align with AI’s logic. The "Query Fan Out" strategy is likely to evolve over time but this is great tactic to know.     So, where should you begin? The first step is to measure. Get familiar with how AI traffic is being tracked in your analytics tools, whether that’s Google Analytics, HubSpot, or another platform. From there, examine how much traffic is coming from AI-driven so

    44 min

  8. 10/30/2025

    How to Revamp an Outdated Distributor Program

    Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth.  In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can be critical to sales success for many industrial companies and together, Wendy and Emily discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs. Emily shares valuable lessons learned from the distributor feedback process and emphasizes the significance of cross-departmental collaboration.  Takeaways Distributor relationships can be critical to sales success.There are many challenges with maintaining effective distributor programs.It's important to reevaluate distributor performance and relationships.Take advantage of collaborative marketing efforts with distributors.Measure success through feedback and sales trends.Networking and sharing experiences with other industrial marketers is essential.Resources Connect with Emily on LinkedInConnect with Wendy on LinkedInLearn more about CCS AmericaRegister for the Industrial Marketing Summit

    25 min
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4.8
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About

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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