Industrial marketing is a challenging endeavor. It involves crafting messages that appeal to a broad spectrum of potential customers, researching common pain points to establish strong brand authority, and building relationships with media outlets that can share news about products and company developments.

With so many moving parts, it can be difficult to dedicate the time necessary to refine a message that resonates with those who need it most. In the world of industrial automation, the key decision-makers often include engineers—the individuals who will ultimately use your product. The question then arises: how can you efficiently create and deliver a message that speaks directly to them?

It’s All About the Details

Engineers naturally ask a lot of “how” and “why” questions, making it essential that your content addresses these inquiries directly. Many marketing materials tend to focus on the “what,” “when,” and “who.” For example, a brochure might highlight the high-level features of a new piece of hardware or software, which is useful for quick handouts at trade shows but insufficient for deeper engagement.

To truly connect with engineers, your content should provide comprehensive details. If a marketing asset claims that a product has a unique feature, there should be accompanying documentation to explain its significance. Why is this feature critical? How can an engineer leverage it to improve their workflow? Supporting content can range from simple screenshots of an integrated development environment (IDE) to complete technical manuals. Ensuring these resources are easily accessible can help move the conversation from casual interest to a genuine understanding that your product offers a viable solution.

Choosing the Right Channel

Not only is selecting the right type of content important, but knowing where to publish it is equally crucial. The kind of content that appeals most to engineers often depends on their current phase in the design process:

• Early Prototyping: Engineers look for product specifications and comparisons with competitive solutions.
• Design, Programming, and Commissioning Phases: Video tutorials and written walkthroughs become invaluable.
• General Education: Those not actively designing but planning for the future benefit most from technical theory-level content that educates without excessive promotion.

The most effective marketing strategies incorporate all three types of content: detailed specifications and comparisons, instructional video and written guides, and in-depth technical education.

As for distribution, the most valuable locations for published content include the manufacturer’s website and high-traffic technical media sites. Video platforms like YouTube are highly popular among engineers, offering engaging ways to present tutorials and demonstrations. While social media can help generate awareness, it is typically not a primary resource for engineers seeking in-depth design information. Online communities and forums, on the other hand, provide interactive spaces where companies can engage with engineers directly, addressing challenges and gathering valuable insights.

Leverage Internal Knowledge

Every company that develops products has access to the conversations that sparked the initial design. Understanding the challenges that led to the product’s creation can be invaluable when shaping marketing content. Consider these key questions:

• What problems were not being addressed by competitors?
• What are the most common misconceptions about the product?
• Are there underutilized features that could significantly boost productivity?

By sourcing insights from internal teams that interact with customers, marketers can prioritize content that directly addresses real-world pain points. Generic articles and surface-level discussions won’t cut it in a competitive landscape. To truly stand out, create unique assets that are useful, informative, and genuinely engaging.

Treat Each Customer as an Individual

While it’s impossible to tailor marketing materials to each individual engineer, it is feasible to research common challenges and develop solution-based content that aligns with popular content categories. This strategic approach is far more effective than simply mirroring competitors’ generic marketing assets.

By focusing on educational, problem-solving content, companies can build brand authority and cultivate long-term trust with their audience. Rather than chasing trends, engineers will come to see your brand as a reliable resource that genuinely understands their needs.

Industrial marketing requires more than just broadcasting a message—it demands precision, relevance, and engagement. By focusing on detailed technical insights, choosing the right distribution channels, leveraging internal knowledge, and treating customers as individuals, marketers can build lasting relationships that drive both trust and business success.