How to Create Content that Resonates with Engineers

How many of you have heard this one before?

An optimist, a pessimist and an engineer walk into a bar…

They see a glass of water. The optimist claims the glass is half full. The pessimist believes it is half empty. The engineer says, “The glass is twice as big as it needs to be.”

It’s no secret…engineers march to the beat of a different drum. They tend to see the world in their own unique way, which is exactly why, if you want to successfully market to engineers, you need to create content that resonates with their specific way of thinking. They’re often the purchasers and influencers in companies, after all, and they’re constantly consuming content to research, analyze, compare, and evaluate so they can make informed decisions. That’s why it’s critical to make sure you’re providing the kind of material that engineers find valuable and that positions you as the authority in your industry. The right content can build trust, set you apart from your competitors, and blaze the trail for your sales team to close the deal. Ah, but where to start…

Put Yourself in Their Shoes

First of all, break out your buyer persona. (If you haven’t created one yet, do it now!) Personas are what help you identify things like the typical engineer’s problems, goals, responsibilities, roles and buying habits — all info you can put to good use by basing your content topics on it! You know how they say the way to a man’s heart is through his stomach? Well, the way to woo an engineer is with good, solid, relevant information!

To put it simply, if you want to successfully create content that speaks to and resonates with engineers, focus on solving their problems, helping them achieve their goals, and making their lives and decisions easier. Then, serve it up in the formats engineers tend to prefer most:  Forget the email campaigns and the cold calls.

Give ’em What They Want

  • Provide demo videos that show your solution at work.
  • Create case studies that show results.
  • Offer educational articles that give them the data and thorough information they crave. 

Remember, just because you write content, doesn’t mean it gets read. In today’s marketplace, to ensure you’re reaching your target audience, your content not only needs to be laser-focused, well-written and relevant, but also presented in the way your audience enjoys to consume it, as well as in the places they will most likely find it. 

Knowing your audience is key to creating content that gets read, and gets results.

Want to learn more? Give us a call at 231-727-9778. Or heck, check out our case studies, videos, and informational articles. We’re pretty sure you’ll like what you see — we’re glass half full kind of people, after all.

By the way, have you heard the one about the marketing person, the manufacturer, and the engineer? It’s got a great ending!


Kelly honed her writing, editing, and management skills during her years as a writer and Associate Creative Director at Detroit area agencies. After freelancing from home so she could raise her two kids, she added internet marketing to her skill set. She also has held or currently holds such prestigious titles as Addy, Caddy, and RAC awards-winner, University of Michigan Mom, hockey mom, soccer mom, and other variations of Mom, and Alma College Athletic Hall of Famer in track and cross-country.

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