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Creating Masterful Content for Your Audience with Wendy Covey




Summary

In this episode, Bryan and Loren talk with Wendy Covey, CEO and Co-Founder of TREW Marketing. For over 20 years, Wendy has been a marketing leader for the engineering design and manufacturing space. She hosts a podcast and penned her book Content Marketing, Engineered to help technical marketers interested in content marketing programs. Bryan, Loren, and Wendy chat about making shareable content, the value in repurposing content, Wendy’s fishing record, and much more! You do not want to miss out on this helpful episode!


Shownotes

(2:25) What are you obsessed with?

(6:46) Introducing Wendy Covey

(10:30) Making good, shareable content

(13:17) Underrated areas of content marketing

(17:14) Written content is still important

(18:29) Planning and repurposing content

(21:36) 2021 social trends

(24:01) What’s next for TREW Marketing

(25:53) Wrap up


Links

Bryan Fittin

Loren Lewis

Wendy Covey

TREW Marketing

TREW Marketing Podcast

TREW Marketing Resources


Quotes

“Both of us had spent our whole careers marketing to engineers and technical audiences. We knew the trade shows, the publications. We knew how to write for this audience. And so, we decided to narrow our focus and only work with technical audiences. And once we proclaimed that, our business took off. We have this saying, ‘you need to say no in order to grow,’ and it worked really well for us.” (8:02)


“There’s this misconception that the video they create has to be top quality, and they just don’t recognize that authenticity is important. Giving a face to your brand is important, and there’s all different ways you can package video within your content.” (13:58)


Creating Masterful Content for Your Audience


On this week’s episode of Rogue Creators, Bryan and Loren talked with Wendy Covey, CEO, and Co-Founder of TREW Marketing. Wendy has been a marketing leader for over 20 years in the engineering design and manufacturing space. She is a brilliant example of someone who knows the industry where she succeeds and sticks to it. Are you interested in learning more about marketing to your niche audience? Check out these tips!


Know Your Target Audience

It might seem basic and rudimentary, but the most integral part of marketing to a specific audience and customer is knowing them. You must be familiar with prospective clients and understand the ins and outs of their industry. Do people in the space you are targeting prefer to read, watch, or listen to content? Are people in the industry typically interested in industry-related things on mainstream social platforms, or do they prefer more industry-specific networks?


When you truly understand your marketing space, you can cater to that audience specifically. It is most useful to highlight the problem that your product solves, and when you know the space you are marketing towards, you can better describe that problem. Some people start by promoting their product, but it is more persuasive to put the problem in the spotlight, emphasizing the importance of the product that solves the issue.


Say No In Order To Grow

One tactic that Wendy used to solidify her company’s role was understanding that you must say no in order to grow. If your work is effective in a particular industry or space, you should focus all of your energy on working in that area. You don’t need to take jobs for businesses in other sectors, as it distracts from what you do best. If you can, try being more selective with your clientele and watch how it shapes your company moving forward.


Both of us had spent our whole careers marketing to engineers and technical audiences. We knew the trade shows, the publications. We knew how to write for this audience. And so, we decided to narrow our focus and only work with technical audiences. And once we proclaimed that, our business took off. We have this saying, ‘you need to say no in order to grow,’ and it worked really well for us.” (8:02)

Focus Your Content

By knowing your target audience, you can plan your content to be most effective in your industry. Many companies want to jump straight into increasing search or growing their social channels, but this can be counterproductive without a solid plan of action. Strategizing and planning content around what is most effective for your clients sets you up to be most effective down the road. This is where it is crucial to understand what types of content are most effective in your particular industry.


For Wendy, video is vital to the technical space. 96% of engineers watch video for work each week. For this reason, she emphasizes video production to her clients, who are often hesitant to step into that type of content.


There’s this misconception that the video they create has to be top quality, and they just don’t recognize that authenticity is important. Giving a face to your brand is important, and there’s all different ways you can package video within your content.” (13:58)

While it is beneficial to emphasize specific types of content in particular industries, diversifying content is helpful too. Especially in the B2B space, most people’s buying journey is complete before they pick up the phone to talk with a salesperson. How do you sell your product without directly contacting future clients? By creating and repurposing content, you showcase the brands you work with and convince potential customers to choose your brand over a competitor.


Is your brand looking to produce and repurpose content to reach customers before they pick up the phone? Contact us today!

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