democratizing digital marketing: motivating and managing your engineers to create website content
TRANSCRIPT
Democratizing Digital Marketing
Motivating and Managing Your Engineers
to Create Website Content
@dmc_inc
View Video
https://www.dmcinfo.com/latest-thinking/videos/id/8919/dmc-
boston-engineering-services-commerical
Agenda
Who
says?
Who
cares?
But
how?What
else?
Jessica Mlinaric
Marketing Manager
DMC, Inc.
Jessica Mlinaric
Marketing Manager
DMC, Inc.
Est.
199670+
employees
employees & growing
70+
Company Culture
Who cares?
Get engineers excited about content marketing
Automotive Chemical & Food Processing
Consumer Goods Defense Contracting Energy & Utilities Food & Beverage
Packaging Pharmaceutical Printing & Textiles Semiconductor
Special Machinery Telecommunications Test & Measurement
DMC Industries Served
Content MarketingContent marketing is creating content that people want to see.
Search engine optimization focuses on organic search results.
Search engine marketing focuses on paid ad search results.
Content Marketing“Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience
and, ultimately, to drive profitable customer action.”
Content Marketing“Telling stories that folks enjoy reading—and that they can use in
their own operations—has been the recipe since the beginning.”- David Jones, Publications Manager
“Even the most technical subject has to have a human story
behind it.”
Content Marketing Goals
DEFINEYour Identity
Show visitors who you areand what you do
ATTRACTYour ProspectsClients, vendors, and employees
ENGAGEYour Audience
Remind clients you’re thereand provide customer service
INCREASETraffic & RankingGoogle measures content freshness
Web Content Drives Traffic
Authenticity
Technical
Firm
Technical
Audience
But how?
Strategies for leveraging your technical team
Consider Your Website
Part of Your Brand’s DNA
Help Audience Find You
Extension of Your Services
Consider Your Website
Get
Inspired
Easy to Use
Content
Management
System
Consider Your Website
Usability
Aesthetic
Get
Inspired
• Blog
• Project case study
• Video
Offer a Mix of Content
Offer a Mix of Content
Schneider MDrive Motor Integration with Siemens
Programming
Repairing an NI USB-6351
X-Series DAQ
Persistent Variables in SharePoint Designer
Workflows
Technical
Offer a Mix of Content
DMC Denver Has Fun With Dry Ice
Employee Spotlight: Adam Wojcik
Geek Challenge:Matrix Mind-Boggler
Cultural
Offer a Mix of Content
Be Consistent in Posting
20 engineers 1 blog per quarter
X =
AWESOME WEBSITE!
Maintain a Content Ideas List
Content Reviewer
Engineers
A ROOM OF ONE’S OWN
VIRGINIA WOOLF
Hold a Lunch & Do
Offer Editing Support
Document
SEO
Tips
Style
Guides
Stay
Positive
Set Standards
Content
Structure
Video Content
View Video
https://www.dmcinfo.com/latest-thinking/videos/id/8965/simatic-
it-line-monitoring-tool-for-overall-equipment-effectiveness
View Video
https://www.dmcinfo.com/latest-thinking/videos/id/8687/the-
most-interesting-engineer-in-the-world-part-2
Involve Your Audience
Share Your Content
• What metrics are important to you?
• Track how you’re doing
• Tweak to see what’s working
• Look for patterns & bright spots
Measure Success
Recognize & Reward
Recognize & Reward
Takeaways
Easy to Use Website
Fresh, Consistent
Posting
Mix of Content
Track Ideas
Designate a Time
and Place
Set Standards
Editing Support
Share and Measure
Content
Recognize Success
