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Episode Info: Every once in a while, we share a re-broadcast and this week we re-broadcast a podcast that was recorded about one year ago on April 11, 2016. It's about creating content that resonates with a technical audience. The topic is about engaging with a target audience by creating educational, entertaining or engaging content. This discussion is especially germane if your audience is primarily made up of engineers or otherwise technical folks. MM 075 - Create Content that Educates, Entertains and Engages Guest: Rick Ellis, Engineering Audience Director at CFE Media Highlights: CFE media knows engineers are a unique audience with unique pain points, needs, wants, etc. Content Marketing Institute (CMI) Research says 82% of B2B manufacturers use content marketing but only 18% consider themselves effective. Content quality is more important than quantity content. Good content must do one or more of the 3 e's;  educate, entertain or engage. Engineers don't want advertising speak or marketing fluff. They want useful, real, accurate information. It's important to keep your audience engaged over a long selling cycle.  Give them content to make them want to come back. Rick and Bruce share a couple of stories about the power of reciprocity. Perhaps the reason only 18% are not effective is that the tactic is new for manufacturers and most are still learning (getting their sea legs). Rick talks about Schneider Electric as an example of a B2B manufacturer who is doing a great job with content creation and content marketing. 107% increase in enewsletter open rates and 1000% increase in page views because of using educational content. Manufacturing marketers should keep going with content marketing - this stuff works! Interview Questions: Question 1 –  How does content creation work together with content marketing? It looks like content creation (relevant and engaging) is a common challenge for manufacturers?  What do you hearRead more »

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