Content Marketing, Engineered Podcast | TREW Marketing
Episodes
2026 Marketing Trends: The Power of a Strong Differentiated Strategy
11 Dec 2025
Contributed by Lukas
Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode...
Comparing Research Behaviors of Career Pros and Next Gen Engineers
05 Dec 2025
Contributed by Lukas
As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying...
AI Visibility: The Future of Search Optimization
13 Nov 2025
Contributed by Lukas
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 say...
How to Revamp an Outdated Distributor Program
30 Oct 2025
Contributed by Lukas
Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create strong...
AI Success Story: Streamlining Lead Qualification, Sales Outreach, and Personalization
16 Oct 2025
Contributed by Lukas
Many marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of...
Everything We Learned at Content Marketing World
02 Oct 2025
Contributed by Lukas
If you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about...
A Sneak Peek at the 2026 Industrial Marketing Summit
18 Sep 2025
Contributed by Lukas
Calling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased ...
How Live Chat Influences the Buyer’s Journey and Boosts Sales Efficiency
04 Sep 2025
Contributed by Lukas
Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others pref...
Unifying Sales and Marketing with A. Lee Judge's CASH Framework
21 Aug 2025
Contributed by Lukas
Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working throug...
What is THE SEO Alligator? A New Challenge in Search Metrics
07 Aug 2025
Contributed by Lukas
Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! ...
Brand Marketing with Technical Publications — From PR to Ad Campaigns
24 Jul 2025
Contributed by Lukas
In this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and...
Extending your Corporate Message Successfully as your Brand Grows
10 Jul 2025
Contributed by Lukas
As your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolv...
How to Create Kick-Ass PR Campaigns for Engineering Companies
09 Jul 2025
Contributed by Lukas
 As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trus...
A Technical Editor-in-Chief's Perspective on PR Best Practices
01 Jul 2025
Contributed by Lukas
Ever wonder if wiring and pitching press releases to technical publications is worth the effort? We spoke to the Editor-in-Chief of R&D World to u...
Lessons from the Automate 2025 Show Floor
22 May 2025
Contributed by Lukas
In this episode, Kasey Tyring and the host discuss their experiences at the Automate Show, highlighting innovative demos, engaging booth strategies, a...
Comparing Content Preferences of Engineers in Europe and the US
15 May 2025
Contributed by Lukas
Chances are, your ideal buyer isn't limited to just North America. That's why we expanded our State of Marketing to Engineers report to incl...
Behind the Questions: Inside the 2025 State of Marketing to Engineers Report
01 May 2025
Contributed by Lukas
Have you ever wondered how we decide which questions make it into our annual State of Marketing to Engineers report—and why those questions matter? ...
Navigating Industrial Marketing Challenges in a Shifting Economy
17 Apr 2025
Contributed by Lukas
Feeling a little uncertain in today’s economic climate? As the macroeconomic landscape continues to shift, marketers are being asked to do more with...
A Sales Leader’s Perspective on Content that Earns Engineers’ Trust
08 Apr 2025
Contributed by Lukas
When your sales territory spans thousands of square miles, and your customers are highly technical decision-makers, you need more than a few cold call...
Leveraging First Party Data in a Cookieless Marketing Landscape
20 Mar 2025
Contributed by Lukas
This week, we dive into how industrial marketers should be leveraging first-party data, Google Ads, and contextual targeting to drive smarter, more ef...
Recapping the 2025 Industrial Marketing Summit
06 Mar 2025
Contributed by Lukas
In this episode, Wendy Covey, Morgan Norris, and Kasey Tyring discuss their experiences at the recent Industrial Marketing Summit. They share insights...
Could Amazon be the Industrial Sales Channel You're Missing?
20 Feb 2025
Contributed by Lukas
Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to ...
Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTs
13 Feb 2025
Contributed by Lukas
If you're familiar with AI and want to take your knowledge one step further, this is the episode for you! We discuss advanced strategies to train...
How to Optimize for Bottom-of-Funnel, Revenue-Generating Content
30 Jan 2025
Contributed by Lukas
Do you know which website page is your "money page"? This week, I talk to Mark Manual who shares how marketers can and should optimize the c...
From Burnout to Buy-In: Practical Tips for Managing Change in Marketing
16 Jan 2025
Contributed by Lukas
 Are you finalizing your 2025 marketing plans? This episode will help you take a look at which of your initiatives could be disruptive to your team i...
The Power of Qualitative Research to Level Up Your Brand
12 Dec 2024
Contributed by Lukas
Haven't figured out what your New Year's Resolution is yet? Consider leaning into AI adoption in 2025. Steve Cunningham shares how you can b...
The State of AI: Chatbots, Reasoning Models, and Agents
05 Dec 2024
Contributed by Lukas
 Haven't figured out what your New Year's Resolution will be? Consider leaning in to AI adoption in 2025. Stave Cunningham shares how you c...
Differentiate Your B2B Marketing in 2025: Strategies to Stand Out in an AI-Driven Landscape
21 Nov 2024
Contributed by Lukas
Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and ho...
Getting Personal: When Authenticity is a Winning Sales Strategy
14 Nov 2024
Contributed by Lukas
 Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emo...
Marketing Insights from Gardner's Industrial Buying Influence Report
07 Nov 2024
Contributed by Lukas
 As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shor...
Recapping Our Time at Content Marketing World 2024
31 Oct 2024
Contributed by Lukas
 The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons lear...
Find Your People at the Industrial Marketing Summit
24 Oct 2024
Contributed by Lukas
Calling all industrial marketers! The Industrial Marketing Summit is BACK!On this week's episode, we're sharing all the details on what to e...
Breaking Into New Markets: Prototyping, Messaging, and Managing Risk
17 Oct 2024
Contributed by Lukas
If you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector...
How to Leverage Clean Data and AI for Effective Email Marketing
10 Oct 2024
Contributed by Lukas
 Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should rev...
Sales vs. Marketing: How to Bridge the Divide
03 Oct 2024
Contributed by Lukas
How can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk a...
The Eight Pillars of ROI-Driven Marketing for Manufacturers
26 Sep 2024
Contributed by Lukas
Chris Peer, the author of The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies joins us on the podcast this week to walk through all ...
AI Strategies and Tools for Industrial Marketers
19 Sep 2024
Contributed by Lukas
In this episode, VP of Account Service, Jennifer Dawkins, talks about her experiences at MAICON, the Marketing Artificial Intelligence Conference. Jen...
Building a Career Marketing for B2B Tech Startups
12 Sep 2024
Contributed by Lukas
Curious about the fast-paced world of B2B tech startups? In this episode, fractional CMO Mary Anne Gunn shares her experiences navigating the challeng...
Overcoming Recruitment Challenges with Strategic Marketing and Community Engagement
05 Sep 2024
Contributed by Lukas
If you're like most industrial companies, attracting and retaining talent is one of your biggest challenges. In this episode we discuss how marke...
What to Expect at the Marketing AI Conference (MAICON) 2024
22 Aug 2024
Contributed by Lukas
Fellow marketers, have you started your AI journey yet? No matter what stage of the journey you're on, The Marketing AI Institute is a resource y...
How We're Using AI Tools for Content Marketing
08 Aug 2024
Contributed by Lukas
Writers from the TREW team share how they're using AI chat technology in the writing process. They also give tips on when to use tools like ChatG...
SEO Series: Is Inbound Marketing Still Working?
01 Aug 2024
Contributed by Lukas
Worried about Google's generative AI changes? Don't panic! Learn actionable strategies to pivot to mid-funnel content and use AI tools to na...
SEO Series: What the Heck is Going on at Google?!
25 Jul 2024
Contributed by Lukas
Have you recently found yourself saying, What the heck, Google?! Google search results have been experiencing significant changes, with an increase in...
How B2B PR Should Fit into Your Integrated Marketing Strategy
18 Jul 2024
Contributed by Lukas
Industrial manufacturing and engineering companies may go decades without considering a Public Relations strategy. Our guest this week shares why PR s...
The Secrets to Growth for System Integrators with Jack Barber
11 Jul 2024
Contributed by Lukas
Has your growth stalled as a system integrator? Then this episode is for you! I talk with a senior consultant who works with system integrators to avo...
Modern Public Relations: Micro Influencers, Niche Publications, and Generative AI
27 Jun 2024
Contributed by Lukas
Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional...
How Honest and Strategic Messaging Led to Rapid Growth for Engineering Firm Hallam-ICS
20 Jun 2024
Contributed by Lukas
Engineering firm Hallam-ICS has sustained growth over the last decade, crediting honest company culture, inbound marketing in niche service areas, and...
Navigating Data and Content in the Era of Generative AI with Christopher Penn
13 Jun 2024
Contributed by Lukas
Christopher Penn is a co-founder and Chief Data Scientist at Trust Insights. Chris' newsletter is something the TREW Crew passes around our slack...
Pre-Show Partnerships and Post-Show Content: Trade Show Tips with Jake Hall
06 Jun 2024
Contributed by Lukas
I was lucky enough to schedule this podcast recording on the very rare weeks when Jake Hall was not on the road. This conversation focuses on Jake&apo...
Email Marketing Myths Debunked: What Really Works in 2024
30 May 2024
Contributed by Lukas
Ever wondered how to truly optimize your email campaigns? Join us as we chat with Jeanne Jennings, founder of the Email Optimization Shop, about inn...
Trade Show Marketing Strategies from Automate 2024
16 May 2024
Contributed by Lukas
It's a question marketers all over the world face - "Are trade shows worth it?" We get this question time and again and are often asked...
Navigating Modern Manufacturing: AI, Recruitment, and Marketing
09 May 2024
Contributed by Lukas
Kristin Graybill is the Vice President of Commercial Strategy at the Manufacturers Alliance and in her role, she speaks to hundreds of manufacturers a...
A Masterclass in Rebranding and Authenticity with Gray Solutions
02 May 2024
Contributed by Lukas
Melissa Geertz is the Director of Marketing at Gray Solutions and over her year and a half tenure at the company has overseen a complete rebrand of th...
How to Add Value-Driven Videos to Your Content Marketing Mix
25 Apr 2024
Contributed by Lukas
According to our research, 97% of engineers and technical buyers watch work related videos during the work week. I talk with a video expert to learn t...
What We've Learned from the Pilot of Google's Search Generative Experience (SGE)
18 Apr 2024
Contributed by Lukas
How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been...
Strategies Technical Marketers Can Borrow from the B2C Playbook
12 Apr 2024
Contributed by Lukas
The marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pet...
A Step-By-Step Guide to Starting a B2B Podcast with Jordan Yates
04 Apr 2024
Contributed by Lukas
Jordan Yates is well known in the Industrial Marketing B2B space as a Marketing Engineer and podcaster. She's the host of her own podcast Failing...
How EETech is Helping Technical Brands Build Community and Add Self-Service UX
28 Mar 2024
Contributed by Lukas
The folks at EETech know a thing or two about the research and buying habits of engineers and designers after spending decades building communities be...
The Power of Developing a Personal Brand in an Industrial Sales Role
21 Mar 2024
Contributed by Lukas
In this episode, I welcome back Morgan Norris, Senior Brand Strategist at TREW Marketing. We delve into the world of personal branding and specificall...
Updating your 2024 & 2025 SEO Strategy with Kyle Roof
14 Mar 2024
Contributed by Lukas
 Struggling with organic traffic or how to update your Search Engine Optimization (SEO) strategy for 2024 and beyond? Give this episode a listen. Kyl...
Why Successful Technical Companies Rely on Content Marketing
07 Mar 2024
Contributed by Lukas
 Craig Coffey is a seasoned marketing professional and champion of content marketing to improve his B2B technical company's market share and bot...
Understanding the Technical Buyer: 2024 State of Marketing to Engineers Report
29 Feb 2024
Contributed by Lukas
 Targeting engineers and technical buyers? We walk through the ways your ideal audience is researching solutions, making purchasing decisions, and sp...
The Importance of Online Reputation Management for Industrial Companies
22 Feb 2024
Contributed by Lukas
 Matthew Olson of Signalfire shares how to boost organic search through Google Business Profiles and how to make visual branding and brand identity a...
Working Together to Solve Manufacturing's Talent and Image Issues with Meaghan Ziemba
15 Feb 2024
Contributed by Lukas
Meaghan Ziemba shares how manufacturers can attract young talent and how to use marketing to manage their brand to sustain success for years to come.M...
A Quick Recap of the 2024 Industrial Marketing Summit
09 Feb 2024
Contributed by Lukas
 After a whirlwind few days in Austin, Texas at the Industrial Marketing Summit, Kasey Tyring and Wendy Covey share their highlights of the event. Wo...
Beyond PR: How to Leverage Technical Publication Communities with Patrick Hopper
25 Jan 2024
Contributed by Lukas
 Patrick Hopper joins me to talk about the many ways marketers can partner with industry publications to grow awareness, reach new audiences and buil...
Building A Strong Personal Brand with Chris Luecke
18 Jan 2024
Contributed by Lukas
 Building a strong personal brand can be a game changer for salespeople in technical companies. A strong personal brand establishes you as authoritat...
What Marketing Metrics You Should be Tracking in 2024
11 Jan 2024
Contributed by Lukas
 So much has changed in the marketing landscape over the last 12 months. Erin Moore and Kara Moon share how your 2024 marketing scorecards should be ...
How to Increase Organic Traffic and Improve Domain Authority with a Content Audit
04 Jan 2024
Contributed by Lukas
January is the perfect time to audit your marketing content - and it's not just a housekeeping task! Jennifer Dawkins and Kara Moon explain how a...
2023 Marketing Wrapped - AI, Search, Social, and Strategy for 2024
21 Dec 2023
Contributed by Lukas
We've all heard of Spotify Wrapped, so this year we thought it would be fun to create Industrial Marketing Wrapped! Lee Chapman and I discuss the...
Optimizing for LLMs and Google's Search Generative Experience (SGE) with Dale Bertrand
14 Dec 2023
Contributed by Lukas
The TREW Team is excited to have Dale Bertrand, CEO of Fire & Spark back on the podcast to discuss the changing nature of search marketing and how...
Survey Results: How European Engineers Seek Information and Make Technical Buying Decisions
07 Dec 2023
Contributed by Lukas
In this episode, I'm joined by Udo Bormann, Marketing Conversion Manager at Elektor, to discuss our recent research report "Decoding Enginee...
Become a Better Technical Writer with the Content Writing, Engineered Course
30 Nov 2023
Contributed by Lukas
Every year, TREW hosts Content Writing, Engineered, a technical writing bootcamp for marketers who want to level-up their technical writing skills. Th...
The Keys to Successful Sales Enablement with Pam Didner
16 Nov 2023
Contributed by Lukas
A comprehensive discussion about the relationship between marketing and sales, covering topics such as storytelling in marketing, integrated marketing...
Staying Top-of-Mind During the Technical Buyer’s Journey
09 Nov 2023
Contributed by Lukas
 Mary Keough shares a new way of looking at the buyer's journey and what channel strategies she's focusing on to add more high-intent leads...
How Manufacturers Can Forge a Winning Relationship with Their Distributors
02 Nov 2023
Contributed by Lukas
 Manufacturers often don't have direct relationships with the end customer, and instead use a distribution network to sell their products. Howev...
2024 Marketing Planning with Eddie Saunders Jr: Advertising, Comarketing, and Developing Empathy
26 Oct 2023
Contributed by Lukas
Wendy Covey talked with Eddie Saunders Jr. of Speak Friend Consulting, about 2024 marketing planning, the power or comarketing, empathy in developing ...
Everything You Need to Know About the 2024 Industrial Marketing Summit
19 Oct 2023
Contributed by Lukas
 The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit. The Ind...
Marketing in Electronics Manufacturing: Pro Tips from Sannah Vinding
12 Oct 2023
Contributed by Lukas
 Wendy Covey talks with Sannah Vinding, Digital Marketing Director at Micro Commercial Components, about how she humanizes the brand, excels at thoug...
Valuable Takeaways from Content Marketing World 2023
05 Oct 2023
Contributed by Lukas
 Morgan and Wendy recap their epic week at Content Marketing World 2023!  Wendy Covey and Morgan Norris were in Washington D.C. last week to attend ...
How Industrial Marketers Adapt to Reach Technical Buyers of All Ages
28 Sep 2023
Contributed by Lukas
 The state of industrial marketing is changing fast! As the demographic of engineers and technical buyers evolves, so too should our marketing effort...
INBOUND23 Recap - New Tools and AI Tips from HubSpot's Annual Conference
21 Sep 2023
Contributed by Lukas
 Senior Inbound Specialists Kara Moon and Kasey Tyring share the highlights of what they learned from INBOUND23, HubSpot's annual marketing conf...
How to Turn the Knowledge of Your SMEs into Exceptional Content
14 Sep 2023
Contributed by Lukas
 Our content specialist, Jamie Tokarz is the master of creating exceptional content out of your Service Matter Experts. With more than 16 years'...
B2B Email Marketing Tips That Actually Work with Jay Schwedelson
07 Sep 2023
Contributed by Lukas
 He's a crowd favorite at HubSpot's Inbound conference, now he's here to share his latest tips in B2B email marketing. Are you bangin...
How to Create Kick-Ass Presentations
31 Aug 2023
Contributed by Lukas
Say goodbye to death-by-powerpoint! Richard Goring shares his top presentation tips.Richard Goring is a director at Bright Carbon, a content creation ...
The Power of Integrated Data Across Marketing, Sales, Distribution, and Beyond
24 Aug 2023
Contributed by Lukas
John Joyce joins us to share how integrating data across departments, distributors, and countries can really work.John Joyce is one of those unique ma...
MozCon 2023 Recap: Doubling down on building authority and brand recognition for SEO
17 Aug 2023
Contributed by Lukas
Erin Moore shares the key themes from MozCon 2023 and why going back to basics is a winning strategy.Erin More, TREW's Account Director, attended...
How Industrial Marketers Approach Influencers, Storytelling, Video, and Personal Brands
10 Aug 2023
Contributed by Lukas
 In the industrial marketing space, we have a lot of catching up to do. Jordan Yates, Marketing Engineer at Knowles Precision Devices, shares how she...
MAICON Recap: How Marketers are Embracing the Evolving AI Landscape
03 Aug 2023
Contributed by Lukas
 What a head-spinning time we had at this year's Marketing AI Conference (MAICON). We're distilling everything we learned - with practical ...
The Marketing Boost - Quick Wins to Get You Out of Your Mid-Year Slump
20 Jul 2023
Contributed by Lukas
 We've hit the half-way mark of 2023! Here are a few strategies to boost demand, unify sales and marketing, and earn quick wins for your marketi...
How to Tackle a Manufacturing Website Redesign as a Solo Marketer
13 Jul 2023
Contributed by Lukas
 Working in a marketing department with a team of one? Here's how one solo marketer approached a full website redesign. On this week's epi...
The Future with HubSpot - New AI CRM and Generative Writing Tools
23 Jun 2023
Contributed by Lukas
 New AI tools and more that continues to make HubSpot the best all-in-one marketing platform. I caught up with Chris Alexis, Mid-Market Sales Manager...
Cultivating Connections Through Regional Technology Councils
15 Jun 2023
Contributed by Lukas
 How to successfully approach networking events and what your local technology council can do for you. It was a true pleasure to have a conversation...
Generative AI for Marketing - Maintaining Trust and Building an AI Policy
08 Jun 2023
Contributed by Lukas
Is your team using AI tools? Here’s everything you need to know to maintain trust and authenticity. In this week's episode, Morgan Norris, Sen...
Creating Your Manufacturing Marketing Foundation
01 Jun 2023
Contributed by Lukas
In this week's episode, I sit down with Nicole Donnelly, the Founder and CEO of DMG Digital. We are both marketing agency owners in the manufactu...
SEO Series | Taking a Conversion-Focused Approach to SEO
18 May 2023
Contributed by Lukas
 Learn the fundamentals of taking a conversion-focused approach to SEO content to meet your audience where they are in their buyer’s journey, and d...
SEO Series | The Evolving Search Landscape of 2023, from E-E-A-T to AI
09 May 2023
Contributed by Lukas
 Learn about the biggest changes to SEO over the last year, including the EEAT update and the growth of AI search and generative AI, and hear how the...
Research Series | 2023 CMI Manufacturing Content Marketing Report
04 May 2023
Contributed by Lukas
 Gain insights into where manufacturing marketers are seeing success and how they are investing their marketing budgets in 2023. For part two of my ...
Research Series | 2023 State of Marketing to Engineers
27 Apr 2023
Contributed by Lukas
 Gain insights on how engineers and technical buyers find and consume content to make purchase decisions. Christian Haight (a.k.a. CJ), Content Mark...
15th TREWversary, and Oh How Marketing Has Changed
20 Apr 2023
Contributed by Lukas
 Hear from TREW Marketing Co-Founders and early employees share stories about the company and how marketing has changed in the past 15 years. To cel...