Digital content marketing to reach engineers

How to market your technology amongst engineers?

This article will enable marketers who want to reach engineers to create better content, and reach more people

The two biggest challenges for companies marketing to an engineering audience are to reach a new audience outside of their own website & social media channels, and to create content that resonates with the new generation of engineers.

At the same time, there is a massive group of engineers who are hungry for knowledge. They struggle to find content that matches their interest and helps them become a better engineer. This creates a huge opportunity for marketers at technology companies.

A practical guideline with knowledge and tips for marketers who want to reach professional engineers

At Wevolver, we want to empower people to create and innovate by providing access to engineering knowledge.

We provide millions of professional engineers every month with informative content, shared by companies, universities, individual researchers, or  created by our own team of writers.

Based on our experience, we’ve created a set of insights and practical resources.

It’s an open and very applicable way to share our knowledge with the with people marketing towards engineering communities.

Why was this knowledge base created?

We are passionate about making technological knowledge available. We believe by doing so, we can help engineers around the world innovate faster while giving companies the opportunity to connect with this community to find new users, customers, or employees in a meaningful way.

An overview 

In this knowledge base we will discuss topics that will enable you to:

  • Be successful at content creation 
  • Have the tools to distribute that content

The audience

When we talk about the engineering audience on Wevolver, we talk about the new generation of professional engineers. This generation is highly motivated, mission driven and passionate about making an impact with their work. 

The heavyweight of this demographic is between 25-35 years old and work at innovative tech companies, or run their own startup. 

The majority has a role in engineering; beyond the most represented roles such as Mechanical Engineer, Electrical Engineer, and Software Engineer, there is a whole range of disciplines; Chemical Engineer, Civil Engineer, Biomedical Engineer, etc.

The majority is involved in day to day engineering decisions, and many are involved in determining the direction of their company’s R&D. Most engineers are involved in purchase decisions, especially when we look at the smaller companies.

These engineers grew up having instant access to knowledge and are very goal oriented in their quest for information. They have a big aversion to “being sold something” which is proven by the fact that over 43% blocks banner ads. 

For companies to resonate with this audience they need to provide valuable knowledge to be taken seriously. This demographic expects to get knowledge on their own terms, when they need it.

Right now, you see many technology and engineering companies picking up on this insight by investing in content marketing. They start to create insightful materials in the form of articles, case studies, videos, and podcasts. By doing so, these tech companies are ensuring they are top of mind with these engineers who influence the tools, services, and components companies use when they develop new technologies. 

What type of content to use when marketing to engineers?

Engineers want to see inspiring and informative content. By providing this to the engineering community, you will build up trust, and will become a valuable source of information that compounds over time. 

As a company, you need to make sure your content is trustworthy, authentic, and contains valuable information for the engineering community. As a marketer you have multiple options to create informative content.

The main pieces of content marketing we currently see at Wevolver are:

1: Informative blog articles

Think about this; Wikipedia is one of the most popular sites on the web, and one of the best sources of relevant traffic that ranks for almost every search term on Google. Why? Because the site brings objective, informative content.

To make sure your content gets picked up by the engineering community, keep in mind that the goal should be to provide engineers the knowledge they need to innovate.

Engineers are hungry for new knowledge.

Broadly speaking engineers express that they use Wevolver.com in two different ways:

  • To understand the current cutting edge and stay up to date.
  • To find specific knowledge about a technology during product development.

Therefore, think of writing about subjects that are relevant during the ideation, engineering, and design phases of product development, such as content about specific designs or technologies, or their application.  Secondly, what higher level technological and developments that are important to know? What new technology could you explain on a level to a new audience?

Engineers value factual information and knowledge based, well-argued points of view. Including references to the sources of your information is important, as it underlines the credibility of your article, as well as it provides readers details for further reading.

Good questions to ask yourself when writing:

“Does this help understand a technology or learn about a new development?

“Does this help readers innovate or solve engineering challenges?”

“Does this provide knowledge that is valuable when developing related technologies?

Both long-form and short-form content are welcome, as long as articles are at least 300 words long. Longer form (1200+ words) content that is more in-depth generally scores better; both on Wevolver itself as SEO-wise. Furthermore, content doesn’t have to be restrained to be primarily text. You can consider adding videos, infographics, etc. as well. Those will increase the reading experience and usually keeps people longer on your article (which again helps with rankings too). All in all, quality always matters most. 

Focus on evergreen content; articles that remain relevant and valuable over time. We’ll cover news (e.g. company X announces new investment) later on in this article. 

Obviously, engineers are tech-savvy and interested in understanding technological details. They’re willing to learn new concepts. Unavoidably when writing about a specific technology there will be some readers who are familiar with the topic, and others who are laymen. You can strike a balance in which you don’t shy away from technical intricacies and jargon, while explaining and elaborating in such a way that a tech-savvy layman can generally understand and continue to read and get value out of your story.

Our own approach when tackling a challenging topic is to gradually increase complexity as the article progresses, and make explicit at the start of the article what readers can expect. This way, the already knowledgeable readers are know the content is catering to them, while laymen can grow into the topic while reading.

What not to write when you are marketing to engineers

In short; any content that is purely promotional and/or that doesn’t provide any deeper knowledge. Ofcourse, you can write for marketing purposes. But engineers are allergic to plain advertisements that don’t bring any valuable knowledge. You can name companies and products. Don’t add superlatives that you can’t back up in objective data, such as ‘the best,’ ‘leading,’ (example: “leading company X developing the best product in the field”).

Using visuals in your articles

Ensure you have the right to use the images or use right-free images. Pay extra care to using an inspiring banner image in your articles. Do not put any logos in the banner image, and avoid text overlays in the banner image.

Be sophisticated with the use of stock images. By now we all can recognize a standard stock image from miles away, right? This degrades the reading experience, and makes your content come across as cookie-cutter low-quality content. 

Finding the right visuals can be a challenging and time-consuming effort. A helpful practice is to always be on the lookout for relevant visuals for your content and create a ‘media library’ that you can pull from.

In the body text of your article you can use photos, illustrations, and diagrams. You can also embed YouTube videos. For embedding videos you don’t need to acquire rights due to the terms of YouTube.

How to Write Informative Articles?

To help you create your own informative and rich content, we’ve written down our best practices when it comes to creating content. It’s a guide that shows how to structure your content in order to make sure that the content you create resonates with your audience.

Before you start

Always keep in mind that you are creating content to inform your readers. Don’t make it your objective to sell them your products or services. Educate them, and help them understand your subject. Be objective, informative, and honest.

  1. Write down for yourself what your main topic is and how readers benefit from your writings.
  2. Answer this question: why would somebody be interested in reading this article at this time?
  3. Write down your approach: with what structure and what content are you going to achieve your goal. This provides a framework. When you’ll be writing the article itself this can evolve and change.

About Style:

  • ‘Informative’ does not mean dry or impersonal. You can communicate on a one-on-one basis. Aim for a pleasant reading experience.
  • ‘Informative’ does not mean ‘complicated.’ You can keep your writing concise and make clear statements for maximum impact. Simple writing is persuasive.
  • Write short sentences: Avoid putting multiple thoughts in one sentence.
  • Write simple sentences: Readers comprehend “the boy hit the ball” quicker than “the ball was hit by the boy.” Both sentences mean the same, but it’s easier to imagine the object (the boy) before the action (the hitting).
  • Avoid superlatives like “the best,” or “astronomically,” and avoid unnecessary use of “very.” If you think you need a superlative, then complement it with the actual figures. For example, add to “fast growth rate” the facts of the actual rate of growth.

You can use technical terms and jargon if you subsequently explain and clarify. This way your article can be interesting and readable to both peers in your field as novices.

Spell out acronyms the first time you use one. (e.g: North American Trade Organization (NATO)

Writing your article

Title & Subtitle

Title: Ideally use a narrative title that expresses your essential message, or the content of the article. Experiment with several variants to find one that really works. If you find it challenging to get a good title, defer it till after you have written the article because you might pick up ideas as you write, or ask a 3rd person for suggestions.

Subtitle: Summarise your article into one short sentence describing the main topic, goal, or outcome for the reader. Make sure the title and subtitle together tell the user why they should continue reading.

Start

Capture interest & tell what to expect:

This first paragraph should convey and summarize the significance of your article and should also be interesting enough to entice the readers to continue reading. You need to spark the interest of the reader, because humans internalize information better when their attention is focused. You also need to lay out what the reader can expect when reading the article. Summarize the structure and content. This helps during reading as it puts the information they receive in the context of the article. For example; “I’ll first explain why X happens, and then share examples.”

Body

Maintain focus.

Pay attention to information that may distract the reader from the main topic if added to the article. Be sure to stay focused on your topic when you write.

Maintain a logical flow.

Each paragraph should flow smoothly and logically to the next one. You can be explicit in describing how paragraphs relate to each other. For example, a sentence like “The following paragraph illustrates the principle described here.” Do not jump around from one issue to the next.

Keep paragraphs short.

Readers are generally drawn to relatively small sized paragraphs. Often 3 to 6 lines per paragraph can convey the essence of what you want to say

Provide trustworthy sources.

Make sure your information is credible. Verify facts, dates, numbers, statistics, names, and spellings. Cite sources of information that if it is key to your topic.

End

Summarize or conclude the article:

In the last paragraph summarize your main points and issues, or you draw a conclusion based on the information You can provide information on how readers can help or take action from the information in your article. You can also provide information on where to find further information, or what to read next to continue exploring your topic.

References:

Finally; provide a list of references that you directly used as sources for the information in the article.

Search engine optimization (SEO)

When you create content, you might want to include search engine optimization (SEO). This will help you optimize your content for search engines like Google. 

If you are trying to grow your qualified search traffic, we highly recommend combining content marketing with your SEO efforts. 

Keywords

When you are creating new content, don’t just create it for the sake of it, but write based on what your audience wants to read as well as what keywords you want to target.

Research what people are looking for, and what keywords to use.

There are many tools to help you discover what they want to know more about. You can research your own website analytics, look at your competitors keywords, or figure out what people are searching for online. We’ll add the tools to do so in the resource section. 

Once you figure out the keywords you are targeting, you can write content around them, keeping in mind that the article also creates value to the reader. 

Quality

Make sure you write high quality content that is in-depth and educates your reader. Most content that ranks on page one on Google has an average of 2,000 words. Again, remember to focus on informing your reader. Don’t just write for the sake of getting 2,000 words. 

Another reason to create high quality content in your field is because it will help you get other websites to backlink to your article. The more backlinks your article has, the higher it typically ranks.

Helpful resources for creating content marketing to reach engineers

Visual materials

Paid resources
Shutterstock is a paid resource for (vector) images, videos, and music

Adobe stock is an elaborate stock library which includes beautiful content in the form of (vector) images, videos, audio, 3d models, and more. 

Getty Images is probably the most known stock images & video platform where you can buy content. It’s a great resource for content, both editorial, as well as creative.

iStock, owned by Getty, is another crowd-sourced stock content platform and provides original source for user-generated stock photos, vectors and illustrations, and video clips.

Free resources

Unsplash is a source of freely-usable images. Their content is user generated and often contains images that are more creative, and have a less “stock photo” look. 

Pixabay is a community of creatives, sharing copyright free images and videos. All contents are released under the Pixabay License, which makes them safe to use without asking for permission or giving credit to the artist – even for commercial purposes.

Pexels, like Pixabay provides free stock photos & videos shared by talented creators. Just like Unsplash, their content is creative and doesn’t give you the feeling they are stock photos. 

Flickr is an excellent resource for (vector) images, videos, and music.Flickr is user generated content so most content will have specific licences that prevent you from using it. Having said that, Flickr enables you to search for specific licences. This way you can search for “Commercial use allowed” which allows you to find content that you can use. Always double check the licence to make sure you abide by their rules. 

Select a licence that you can use.

Writers to help you create articles that resonate with engineers

Many organisations have inhouse writers that create their content. For companies who do not have these in-house, there are many options to find talented writers that can help you create content. 

Freelancer.com enables you to hire freelance writers that help you create content. 

Upwork is a platform that connects businesses to freelancers, independent professionals, and agencies.

Wevolver has dedicated writers that have expertise on specific topics and can help you create articles, including visuals. 

Keyword tools for SEO

Ahrefs is best known as a backlink analysis tool. Ahrefs has features including; keyword research features, keyword competitor analysis, technical SEO tools (like a site audit feature), and rank tracking.

Moz is one of the leading SEO tools that covers end-to-end SEO solutions, including keyword management, crawling, and web page optimization.

Semrush helps you find your competitors’ keywords, backlinks, Ad text and much more.

All three of these tools have relatively similar features. For a better comparison you can read this article.  

Google Adwords keyword planner can help you grow and produce content. The primary benefit of this tool is easy to see: you’re able to pull information directly from Google, which is the search engine you’re most likely to target, when optimizing your website.

2: Case studies

Case studies are a great way to show engineers how your technology can be implemented. It shows your audience what your technology does, and how it works.

Case studies are a great way to show people how your technology has been implemented.

They go beyond simple testimonials by showing examples of how you were able to support your clients and help them accomplish their goals. With great case studies, you will be able to highlight your successes in a way that will make your ideal potential customer become your customer. Choose the best customer, and implementation of your technology in their company. 

What to create a case study that resonates with engineers?

1: Set the stage 

The best case studies are always the ones that are thoroughly researched and well-conceptualized. 

Engineers love setting their teeth into longform content. But before they do, they want to know what they are getting into. Start with a good summary, and explain what the reader can expect. 

Be sure to use good content formatting elements like you would with articles, blog posts, and copywriting on your website including:

  • Headers
  • Images
  • Bulleted lists
  • Bolded & italicized text

Make your headlines large and distinguishable for those who are going to skim your sections.

2: Tell the story

A good case study will allow someone to understand the problem and solution. 

Be able to answer questions such as: 

  • Who is your customer and what do they do?
  • What were the customer’s goals?
  • What were the customer’s needs?
  • How did you satisfy those needs and help the customer meet their goals?
  • How does your technology work?

3: Add visuals

Aesthetics matter. Add as much relevant visuals as needed to illustrate your story. This can come in the form of images, illustrations, and video’s. Avoid stock imagery and obtain a high-resolution image from your client of a person or their company.

4: Repurpose

An article can be turned into a downloadable PDF, and vice versa. You can also consider repackaging your case study as a press release, making it an example in a white paper or even presenting it in a talk at a conference.

Resources

Case study from FLIR 

Case study from KUKA Robotics

3: Videos 

One of the best ways to perform effective marketing is by creating informative videos that have the potential to reach a large audience. At Wevolver, we have shared thousands of videos that reached over a hundred million people over time. Based on that experience, and data, we know what works, and what doesn’t.

Videos enable you to display your technology in action.

Most used topics

Obviously there are many ways to create engaging content. The main type of videos we see on Wevolver cover these topics.

  • Products demonstration
  • Case studies
  • Interviews
    • team members
    • leadership
  • Recorded webinars
  • News coverage 

Before you start creating content, decide on what channels you will be publishing your content. Creating an informative video to add to an article can have a very different purpose than developing a viral social media video.  

1: Informative video 

The goal of this video is to explain a subject to people who are already engaged on a deeper level with your content. This is often a video that you would add to an article or case study. The engineer is already interested in your content and willing to invest their time reading it. Adding informative videos where you elaborate on the topic discussed in the article is a big plus. The video can be a talking head, presentation, or for example webinar and can be anywhere from two minutes up to an hour of more. 

2: Social media video 

The goal of this video is to get the attention of an engineer when they are active on social media. This video should instantly get the interest of the viewer and encourage them to watch the rest of the video. Ultimately, we want them to read the description of the video as well and get them to respond to a call-to-action (CTA), for example clicking through to an article, or case study. 

At Wevolver, we recently researched our own data that we extracted from our social media channels. In general we learned that a video must start with something remarkable within the first two seconds. With remarkable we mean something your audience won’t see every day. 

In the US, an average user spends 2 hours and 24 minutes per day on social media. Needless to say you need to spend time getting through the noise. By creating high quality content, that is inspiring, informative, and remarkable, you have a higher chance of reaching your target audience. 

This can not always be easy since your product might not produce the type of content that will stand out from the crowd. Yet, what we’ve seen is that a little creativity can go a long way.

Can you tie your tech in with another topic or trend? Did your customer create content using your technology? Can you link your tech to a timely subject? Often you will see that if you give it some thought, your technology can be presented in a way that might resonate with a larger audience.

Colors

When possible, use bright colors or highly contrasting colors, like black on white. or yellow on black for example. 

Contrasting colors will make your images and videos stand out.

Talking heads

Try to stay away as much as possible from talking heads. Most social media is consumed whilst travelling, at work, or other places where using sound is not an option. Try to illustrate your video through visuals, and if you do decide to add talking heads do it 10/15 seconds into the video. This gives you time to get people interested in the content through visuals, and once interested, they can decide to listen to someone talk. In this case, try to add subtitles.

By 2019, video content is predicted to command a hefty 80% of all web traffic, so it’s definitely time to start taking it seriously. YouTube is the second largest search engine on the internet, right after Google.

YouTube or Vimeo 

The most used platform we see companies upload their videos, next to their social media channels are YouTube and sometimes Vimeo. 

YouTube will be the better choice for most businesses. It’s free, generally performs better than Vimeo in search, and has a massive number of users. If your company has specific branding requirements, you could explore using Vimeo.

You can use YouTube to publish your content. Just like you would do with publishing articles, optimize your title and description for SEO, like we discussed earlier. This will help you get more people to find your content when they search for relevant content on both YouTube, as well as search engines like Google. 

Consider structuring your videos on YouTube as well. This will enable you to guide visitors through your content when your library is growing over time. You can think about using sections such as product demonstrations, leadership interviews, customer statements, etc. 

Copyrights

Obviously this is a very complicated topic. To make it a bit more comprehensible we will divide this into two parts: video creation, and video sharing. 

1: Video creation

When you decide to create your own videos keep in mind to always only use materials to which you own the copyrights. This goes for both the video materials, as well as the audio.

Using copyrighted materials unrightfully can get you in a lot of trouble, and even booted from social media channels like Facebook and Instagram. Next to that, it will negatively harm your company’s reputation if you use unlicensed materials. So always do your due diligence, to ensure you are using content that you have the copyrights for, even if those videos have your technology in them, for example videos created by your customers.

2: Video sharing on social media.

Often companies will share interesting videos on their social media that emphasise the importance of their technology, or content that helps them gain more engagement on their social media platforms. Also in this case, make sure that when the content is not yours, you have permission to share these videos from the original creator. 

There is a difference by sharing an embedded video, and fully re-uploading a video. (show examples) Sharing a link is what the internet is built upon, and not an issue. 

Embedding a video simply enables you to share a video by using the embed code.

But downloading for example YouTube videos and re-uploading them to your social media channels without the creator’s consent can be troublesome. This also goes for news items where your company or product was featured. Creators can flag you at the platform for a DMCA takedown, which will harm your engagement, and eventually will lead to the disablement of your account. 

Music

Just like with video copyrights, there are rules to using music in your videos. Using copyrighted music in your videos without consent on social media will often have immediate repercussions. In most cases, the algorithm of social media channels will detect copyright music directly and mute your video, making your content much less exciting. 

If you want to be safe, use copyright free music, or music that you have licensed. There are many options for this which we’ll add in the resource section. 

Again, there is a lot of nuance on the topic of copyrights and licences. We advise you to research this more deeply. 

Repurpose content 

It sometimes can seem intimidating to think about creating video for social media. It can seem like a massive task, and a difficult one to get started with. What they often don’t realize is that they often already have a lot of video content which can be easily repurposed for social media. For example cutting a video to have it begin right where it gets interesting, adding music, or subtitles can get you a long way. 

What not to share on social media? 

  • Talking heads. Use this to add to a blog article, or leave the talking, and replace the head with interesting video material (example) 
  • Content that you do not own the copyrights to. This only goes for content that you re-upload. Embedding a video should not be an issue. 
  • Bad quality. It goes without saying that in this day and age, low resolution content is a no go.

Resources
Copyrights; there are many online resources on copyrights for video, images, and sound. YouTube has a very comprehensive section on this topic that enables you to understand the basics. 

Sound

Free resources

YouTube has an elaborate sound library with free to use audio libraries. Simply search and download the music you like and add it to your content. 

Free music archive is a resource for free music and royalty-free music.

Paid resources 

Premium beat is a premium royalty free audio library.

Audio jungle has thousands of royalty free music and audio tracks.

Video editing software 

Kapwing is a free editor for videos, GIFs, and images. it enables you to edit, crop, and edit videos online. Great tool for beginners.

For more professional usage we advise using Adobe Premiere or After Effects. 

Subtitle software 

You can choose to create your own subtitles by using software tools like Adobe Premiere, but you can also use tools like Rev.com who do it for you. Kapwing also has a service that helps you create subtitles. 

4: Podcasts

Podcasting is an increasingly popular pastime in the U.S. and there were an estimated 88 million podcast listeners in the country in 2019. Forecasts suggest that the number of podcast listeners will surpass 160 million in 2023 after increases of around 20 million each year.

Image copyright @The Nielson Company

Podcasts enable you to create informative audio recordings and distribute those on a plethora of channels such as Apple Podcasts, Spotify, Stitcher and many more. 

In general it works like this: 

  1. You record yourself and/or an interviewee
  2. You edit the audio file
  3. You upload the audio file to a hosting service
  4. You distribute the audio file via the hosting service

The great thing about podcasts is that they are relatively easy to produce, and can have a high impact on the engagement you can have with the engineering community. You can for example start simple, and increase the production value whilst you go along. You can ofcourse also choose to directly begin with a high production podcast, and use a specialized company to support you with that. 

The main podcasts we’ve seen technology companies make to reach engineers have the following topics: 

  • Conversations with field experts
  • Conversations with team members & leadership
  • Conversations with customers

Promoting your podcast

Once you have uploaded your engineering podcast to your hosting company, you are ready to promote it. There are many ways to do this. In general we see these options: 

  • On your own social media channels and newsletter
    • Add a link to your podcast. Many hosting services enable you to embed a player right into your content, so people can directly listen to the podcast and share it. 
  • In specific communities 
    • Where is your audience? Is your podcast about Lidar? Find Lidar communities and plug your new podcast. You for example look on Reddit, Linkedin & Facebook groups. You can also plug it on Wevolver, where you can share your podcast in specific categories. people who follow these categories will receive an email notification about in their weekly digest. 

Transcripts for SEO 

Always try to add a transcript to your podcast, and if possible, add headers in them that summarize a section. This way people can skim through the transcript to see what parts are interesting for them. This is a great way to get people to understand if the podcast will be valuable for them before listening. Next to that, it enables you to share your podcast as an article (more content!) which will also help you with your SEO-goals.

Repurpose

What we often see is that tech companies have already created great video content in the form of interviews, webinars, and other conversations. Consider converting these videos into podcasts. It’s an easy way to create fresh new content. Often all you need to do is add intro music and an introduction to create a new podcast episode based on existing material. As an example, this is a video interview that we converted into a podcast, including an SEO optimized article. 

Resources

Hosting platforms

There are many hosting platforms available, and you should always research the one that fits most to your needs. At Wevolver, we use Simplecast. It’s an easy to use service and very affordable. 

Marketing tools 

Audiocado is an easy to use tool that converts your audio files in visual materials that you can share on your social media channels.  

5: Product descriptions 

The goal for any marketer is ultimately to sell your product. By creating informative product documentation you will be able to reach more engineers, and help the ones that find you better understand why they should use your technology. 

Surprisingly, many product descriptions are poorly documented. Especially when it comes to industrial products and components that are focussed on B2B. 

A general product description will contact some visual material, a short description, and some specifications. Compare that to an average consumer product description on Amazon which can sometimes be as long as 5 pages. 

It won’t be a surprise that many engineers often struggle to find the right product or service to use for their problem. 

Creating informative and elaborate descriptions for your product is one of the most underutilized things a marketer can pick up right away. Doing so will result in: 

  • Higher probability an engineer will organically find your technology
  • Enabling engineers to more deeply understand the value of your product to them

How to create good product descriptions? 

The ideal product description informs an engineer what the technology is, what it does, and how it can help them. By creating long form, and well structured documentation, you will not only create a well informed customer, but in time, more people will find your product because of its impact on SEO. 

Structure of your product description

Based on our experience with people using Wevolver, we propose the following structure

Visuals
Engineers are visual people.
Show them as much visible materials as possible to help them understand your technology. You can include photos, CAD models, measurement overviews, videos of the product in action, 3D animations of  CAD models, etc. 

Description.
Be factual and don’t try to sell your product too much. Avoid using sentences like “the world’s first ..” or “the world’s strongest, lightest”. Remember, engineers want to know the facts and are hesitant to learn from you if they feel they are being sold something. Give them valuable information and let them do their research as fast and good as possible. Let them understand how your technology works, it’s unique features, and how it can be implemented. 

Specifications
Summarize the most important specifications in a list that is clear and concise. More technical details and specs, you can add in an additional link, or add as a downloadable PDF. 

References
As mentioned before, the goal with your product description is to give engineer enough information that helps them in their research journey. Add as many external documents as you see fit to help them fully understand your technology. This can include; links to case studies, spec sheets, installation guides, user manuals, and other technical documentation. 

Search engine optimalisation for technology product descriptions.

Utilizing search engine optimization in your product description by adding specific keywords in your product description will enable you to create long lasting results since search engines results  will drastically improve because you are adding valuable knowledge. 

Prior to creating your text for the product description, research what specific keywords your customer uses to find your technology. Quite literally; what do they enter in Google before they find your, or your competitors products. Can you add these keywords, and/or questions in your product description?

Try to stay away from generic keywords such as “robotics” “industrie 4.0” or “machine learning” since it will be impossible to get any relevant position for that in Google. Rather focus on specific subtopics in these fields that you can focus on. 

6: Company news 

For most companies this is the part where they invest most of their time on, yet it’s also the type of content an engineer is least interested in. 

Company news, however interesting for people involved in the company itself, is less interesting to the outsider engineering community.

Company news often consists out of topics such as: 

  • Funding rounds
  • New hires, changes in leadership
  • Partnerships
  • Etc

These topics are mostly interesting for people who are already working at the company, or people who consider to work for the company.

This is not content that will get you much engagement with a new engineering audience, so in order to attract more engineers to buy your products or services, don’t bet on company news.  


So far the first part of our digital content guide. in the coming Months we’ll be adding more information to this page. Stay tuned!