Content Marketing, Engineered Podcast | TREW Marketing

Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025.  In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates with their audience. As they look ahead, they emphasize the importance of adapting to new tools and trends while maintaining a clear and focused marketing strategy.TakeawaysThe inbound marketing playbook is evolving.Having a well-formed strategy is crucial before experimenting with new tools.AI tools can assist in creating more effective marketing strategies.Brand differentiation is key in a crowded marketplace.Quality of content is more important than quantity.Webinars and short-form videos are effective for conversions.Companies should focus on their unique expertise to stand out.Leveraging customer feedback is essential for brand messaging.Maintaining a clean CRM is vital for effective marketing.2025 will require marketers to adapt to new trends and tools.ResourcesConnect with Lee on LinkedInConnect with Wendy on LinkedInRegister for the Industrial Marketing SummitRelated Episode: How to Leverage Clean Data and AI for Effective Email MarketingListen to the Artificial Intelligence Show

Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success. In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights on the importance of authenticity in social media, particularly on LinkedIn. He discusses his approach to personal branding versus company branding, the strategies he employs for content creation, and the significance of building genuine relationships in sales. Rob also reflects on his personal experiences, including the loss of his mother, and how these experiences shape his online presence and interactions. The conversation emphasizes the need for sales professionals to be themselves and to nurture relationships rather than resorting to aggressive sales tactics.TakeawaysAuthenticity is key in social media engagement.Different audiences require tailored content strategies.Building relationships is crucial in sales.Personal experiences can enhance professional interactions.Humor can make sales approaches more relatable.Sales professionals should avoid pitching in initial contacts.ResourcesConnect with Rob on LinkedInConnect with Wendy on LinkedInRelated Episode:The Power of Developing a Personal Brand in an Industrial Sales RoleRelated Episode: Building A Strong Personal Brand with Chris Luecke

As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions. Dave Necessary, Executive Vice President of Product Development at Gardner Business Media stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report.  Dave's findings emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation concludes with practical recommendations for marketers looking to enhance their outreach and engagement efforts.Takeaways65% of buyers are open to considering new vendors during the purchasing process.98% of buyers look for alternatives when making a purchase decision.The buying team typically consists of three or more members.Multi-channel marketing is essential for reaching buyers effectively.ResourcesConnect with Dave on LinkedInConnect with Wendy on LinkedInDownload the Industrial Buying Influence ReportLearn more about Gardner Business MediaRelated Resource: State of Marketing to Engineers Research Report

The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons learned and what we'll be applying to our own marketing practice.  Join me as Lee Chapman and Morgan Norris share their insights from the mentorship program, the manufacturing master class, and the countless inspiring sessions they attended. We'll discuss the latest AI innovations, the power of personal branding, and the evolving landscape of video marketing.They also share their honest thoughts on the conference party, and we'll look ahead to future industry events like the Industrial Marketing Summit. Whether you're a seasoned marketer or just starting out, this episode is packed with actionable tips and inspiring stories.TakeawaysParticipating in the mentorship program was a highly rewarding experience.The manufacturing masterclass focused on personal branding strategies.Storytelling is a crucial element in marketing, especially for technical audiences.AI is reshaping SEO strategies, emphasizing search intent over keywords.Video marketing is becoming more accessible and less intimidating for companies.ResourcesRegister for the Industrial Marketing SummitConnect with Lee on LinkedInConnect with Morgan on LinkedInConnect with Wendy on LinkedIn

Calling all industrial marketers! The Industrial Marketing Summit is BACK!On this week's episode, we're sharing all the details on what to expect from the second annual Industrial Marketing Summit, the go-to event tailored specifically to the challenges of marketers in the B2B manufacturing, engineering, and technical industries.Joe Sullivan, co-founder of Gorilla76, is my partner in crime! Together, our agencies are hosting the Industrial Marketing Summit, which will take place Wednesday, February 26 through Friday, February 28, 2025 in the AT&T Hotel and Conference Center at the University of Texas Austin campus.I invited Joe on the podcast this week to talk about what he's most excited about for next year's event and why we started IMS in the first place. We'll peel back the curtain on the event schedule, covering workshops, keynote sessions, panels, and roundtables. We also talk about the positive feedback we received from the 2024 event and how this marketing summit is different from other marketing conferences you could attend. TakeawaysThe Industrial Marketing Summit is designed for industrial marketers.Workshops will provide actionable insights for attendees.The event aims to build a community among industrial marketers.Sponsorships opportunities are available for companies who want to get involved.The summit will feature dual tracks of sessions: Brand & Strategy and Tactical ExcellenceThe event is inclusive for all levels of marketers.ResourcesRegister for the Industrial Marketing SummitConnect with Joe on LinkedInConnect with Wendy on LinkedIn

If you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector. But there is a lot that goes into making the decision to launch into a new market and even when you do make the decision, it can take years and many trial and errors to gain market share. That's why I had John Schober, founder of Sorian, on the podcast this week. John has decades of experience consulting for businesses who are interested in launching into new markets. He shares insights on entering new markets, emphasizing the importance of experimentation, understanding customer needs, and developing a strong value proposition.He discusses the iterative process of prototyping and feedback, risk management, and the necessity of collaboration across teams. Additionally, he highlights effective marketing strategies and the role of technical marketing in successfully penetrating new markets.TakeawaysExperimentation is crucial when entering new markets.Understanding customer needs is essential for success.Prototyping can help capture customer interest and feedback.Collaboration between R&D, marketing, and sales is vital.Unlearning previous assumptions is necessary when entering new markets.Iterative processes lead to better market fit and product success.ResourcesConnect with John on LinkedInConnect with Wendy on LinkedInMentioned in the Episode: Crossing the Chasm by Geoffrey A. MooreRelated Resource: How to Create a Product Positioning StatementRelated Guide: Product Launched for Engineers

Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should review your email list, when to delete inactive recipients, and how AI plays a role. In this episode of Content Marketing Engineered, I talk to Shelly Alvarez, the Vice President of Marketing Services at Ragnarok. We discuss the evolution of email marketing, the impact of AI, and the importance of maintaining a clean database. Shelly shares insights on building a database from scratch, effective email marketing strategies for startups, and the significance of measuring success through revenue and key performance indicators. The conversation emphasizes the need for continuous testing and adaptation in marketing strategies.TakeawaysEmail marketing is still relevant and evolving.Maintaining a clean database is crucial for email success.Pop-ups on websites can effectively capture leads.Testing different strategies is essential for success.ResourcesConnect with Shelly on LinkedInConnect with Wendy on LinkedInRelated Episode: Email Marketing Myths Debunked: What Really Works in 2024Related Resource: B2B Email Marketing Tips That Actually Work with Jay Schwedelson

How can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk about the common misunderstandings between teams and how to work together.Mark Hunter is a best selling author, professional speaker, and founder of The Sales Hunter, an organization that trains companies and salespeople to achieve better sales and retain customers.This episode is all about the age-old battle (or more, "misunderstanding") between sales and marketing departments and how to work through tension that often occurs. We explore the customer journey, the significance of effective communication, the need for alignment in strategies, and the need for quality metrics reporting. Mark discusses the role of personal branding on LinkedIn, and practical advice for bridging the gap between sales and marketing teams. TakeawaysThe blame game between sales and marketing is unproductive.Understanding the customer journey is crucial for both teams.Salespeople should take responsibility for prospecting.Marketing should create awareness and educate the market.ResourcesConnect with Mark on LinkedInConnect with Wendy on LinkedInRelated Episode: The Power of Developing a Personal Brand in an Industrial Sales RoleRelated Resource: Top 7 Topics Sales & Marketing Alignment Sessions

Chris Peer, the author of The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies joins us on the podcast this week to walk through all eight pillars and share what he thinks the most important are for industrial marketers. We talk about how to structure marketing operations for success and how to get in front of leadership with the right data that is meaningful to grow your influence within the organization and demonstrate the impact marketing can have.We also talk about the need for frameworks and processes so that you can have a repeatable model when you launch campaigns. We talk about value proposition and of course your MarTech stack and how AI factors into this equation. TakeawaysROI is crucial in marketing and should be the focus of marketing operations.A strong value proposition, messaging, and branding are essential for differentiation and attracting customers.Content creation and AI are major obstacles faced by marketers in the industrial sector.To get executive buy-in, marketers should demonstrate the impact of marketing on revenue and align marketing strategies with organizational goals.Measuring and reporting on the right metrics is key to gaining executive support and demonstrating marketing effectiveness.ResourcesConnect with Chris on LinkedInConnect with Wendy on LinkedInRegister for the Industrial Marketing SummitRead The Great 8 Pillars: ROI-Driven Marketing for Manufacturing CompaniesRelated Episode: Creating Your Manufacturing Marketing FoundationRelated Episode: How Honest and Strategic Marketing Let to Rapid Growth

In this episode, VP of Account Service, Jennifer Dawkins, talks about her experiences at MAICON, the Marketing Artificial Intelligence Conference. Jennifer shares the high-level timeline of how AI is expect to evolve over the next decade and how marketers can keep up. They discuss the rapid advancements in AI, the importance of AI literacy for organizations, and the evolving landscape of content marketing in the age of AI, including the broader copyright implications. As AI chat continues to answer user questions accurately, we discussed the importance of moving away from "what is" content, and work towards creating compelling content that stands out - with unique points of view and personal anecdotes. I also ask her about the new AI tools she's excited to learn about and try, including video editing tools and integration tools. The main takeaway from the conference? AI is here. If you don't learn it, you'll lose business to your competitors and it will ultimately hinder your career as a marketer. But it doesn't have to be impossible to learn or implement, start small and don't let initial AI mistakes dissuade you from taking advantage of the tools. TakeawaysAI literacy is essential for organizations to stay competitive.Generic content will not perform well in the AI-driven landscape and compelling content must have a unique point of view.Copyright laws regarding AI-generated content are still evolving.Organizations must develop a clear AI strategy and guidelines.The future of AI includes multimodal capabilities and Artificial General Intelligence (AGI).Starting with small, low-stakes AI projects can ease the transition.ResourcesConnect with Jennifer on LinkedInConnect with Wendy on LinkedInLearn more about the Marketing AI InstituteListen to the Artificial Intelligence ShowRelated Episode: How We're Using AI Tools for Content MarketingRelated Episode: Navigating Data and Content in the Era of AI with Chris PennAI Tools MentionedChat GPTDescriptPoeChathub.ggMake

Curious about the fast-paced world of B2B tech startups? In this episode, fractional CMO Mary Anne Gunn shares her experiences navigating the challenges and opportunities of startup marketing. From building strong customer relationships to balancing sales and marketing, Mary Anne provides actionable insights to help marketers thrive in an ever-evolving environment.Drawing from her 25+ years of experience, Mary Anne highlights the importance of adaptability in startup environments, understanding what your customers care about, and aligning marketing with high-level business goals. She discusses how to handle the pressure to deliver leads quickly while still laying a strong strategic marketing foundation. Mary Anne also provides practical tips on navigating the volatile nature of startups, balancing sales and marketing alignment, and staying up-to-date in a fast-changing marketing landscape.TakeawaysEmbrace Flexibility for Career Growth: In the startup world, adaptability is a must. If you're willing to pivot quickly and tackle challenges head-on, you’ll develop a wide skill set that accelerates your marketing career.Build Customer-Driven Strategies: Understanding customer pain points and shaping marketing strategies around their needs is essential. The deeper your insights, the more impactful your role becomes.Focus on Metrics That Matter: Go beyond vanity metrics. As your career progresses, focus on efficiency and revenue-driven metrics that align with broader business objectives to position yourself as a strategic contributor.Collaborate and Network: Partner with sales, product, and other departments to create more impactful marketing programs. Relationship-building skills are crucial to your success.Stay Ahead of Marketing Trends: Keeping up with advancements in tools like AI can enhance your skills and make you more valuable, but never lose sight of the fundamentals—clear communication and a strong understanding of your market.ResourcesConnect with Mary on LinkedInConnect with Wendy on LinkedInStart with Why by Simon SinekRevenue Vitals by Chris WalkerRelated Episode: The Scrappy Solo Marketer

If you're like most industrial companies, attracting and retaining talent is one of your biggest challenges. In this episode we discuss how marketing can play a critical role in recruitment initiatives and community engagement.Batesville Products Inc., an aluminum casting manufacturer, was facing a problem that plagues many modern manufacturers - they couldn't find or retain talent to fill their vacant production roles. Even when they did fill these positions, there was a high turnover. Mary Jutzi, Digital Marketing Associate at Batesville Products,  teamed up with Batesville's human resources team to address this issue. In this week's episode, Mary shares the steps Batesville took to understand the root of their talent problem and the initiatives they launched to address those findings.This episode is full of out-of-the-box initiatives that were very successful for Batesville Products Inc. From rewriting job descriptions, engaging in community events and local schools, and developing a children's book. Mary explains how they leveraged their company culture and unique selling points to attract the right candidates. Mary offers advice for marketers tasked with meeting recruiting goals and shares insights on reaching younger professionals.TakeawaysMarketing can play a crucial role in supporting local communities and meeting recruiting goals.Increasing brand awareness in the community is essential for attracting the right candidates.Highlighting company culture and unique selling points can help differentiate from competitors.Engaging with the community through initiatives like children's books can have a significant impact.To reach younger professionals, it's important to show that the company is modern and offer workplace flexibility.Connecting with other Department of one marketers can provide support and valuable insights.ResourcesConnect with Mary on LinkedInConnect with Wendy on LinkedInLearn more about the Batesville Products Inc.Check out the Batestville Products children's book and other resources Mentioned Resource: Winning the War on Talent by Chris CzarnikRelated Episode: Navigating Modern Manufacturing: AI, Recruitment, and MarketingRelated Episode: Working Together to Solve Manufacturing's Talent and Image Issues with Meaghan Ziemba

Fellow marketers, have you started your AI journey yet? No matter what stage of the journey you're on, The Marketing AI Institute is a resource you can use to accelerate your use of AI. We are lucky to have Cathy McPhillips, Chief Growth Officer for the Marketing AI Institute,  join us on the podcast to discuss her seasoned marketing career and all Marketing AI Institute including their upcoming Marketing AI Conference (MAICON).Cathy shared the institute's mission to to make AI approachable, accessible, and actionable for marketers, focusing on AI literacy for all.  They institute provides many free resources to get started including blogs, white papers, podcasts, research, online courses, and events. The podcast is one great way to learn a little more each week about the latest in AI for marketing and beyond.We spent a lot of time talking about MAICON and as a past attendee, I can say the event is something every marketer should add to their calendar. From networking, to valuable sessions, to learning from fellow marketers, MAICON is a can't-miss event. TakeawaysThe Marketing AI Institute aims to make AI approachable, accessible, and actionable for marketers, focusing on AI literacy for all.They provide various resources, including blogs, white papers, podcasts, research, online courses, and events.The flagship event, MAICON, focuses on accelerating AI adoption and strategy.Training and education are crucial for marketers to stay up-to-date with the rapidly changing AI landscape.AI has significant relevance and potential in the manufacturing industry, with various use cases and success stories.ResourcesConnect with Cathy on LinkedInConnect with Wendy on LinkedInLearn more about the Marketing AI InstituteLearn more about MAICONRelated Episode: What the Heck is Going on at Google?!Related Episode: Navigating Data and Content in the Era of AI with Chris Penn

Writers from the TREW team share how they're using AI chat technology in the writing process. They also give tips on when to use tools like ChatGPT Teams and how to construct prompts and chat threads to get a better result.Jamie Tokarz, Senior Content Strategist, and Julia Holliday, Senior Inbound Marketing Specialist, both use AI chat tools to take their projects up a notch. We discuss how they're using AI tools for research, ideation, content mapping, and editing as well as how these tools have changed since they were first introduced. Has their output improved in quality, or are they still seeing issues with AI "hallucinations"? We also revisit the strategy for prompting and returning to previous chat threads.We touch on a few different AI tools including ChatGPT Teams, Claude, Perplexity AI, and Gemini.The two TREW Crewers emphasized that AI is a tool that enhances the writing process but doesn't replace human creativity. Tips for integrating AI into marketing processes include starting small, treating AI as an assistant, and iterating on prompts. TakeawaysAI tools can be used for various stages of the content creation process, including research, ideation, content mapping, and editing.The launch of ChatGPT Teams has provided a tool that allows for conversation-based AI assistance while ensuring data confidentiality.Google search results are increasingly prioritizing discussion-based sites like Reddit and Quora, which may not always provide authoritative information for technical topics.Organizing prompts by subject and providing detailed background information can improve the effectiveness of AI-generated responses.Start small when integrating AI into marketing processes and iterate on prompts.ResourcesConnect with Julia on LinkedInConnect with Jamie on LinkedInConnect with Wendy on LinkedInRelated Episode: What the Heck is Going on at Google?!Related Episode: Is Inbound Marketing Still Working?

Worried about Google's generative AI changes? Don't panic! Learn actionable strategies to pivot to mid-funnel content and use AI tools to navigate this new SEO environment successfully.As we continue our SEO series, Wendy and Dale Bertrand delve into the evolving landscape of Google’s search results due to changing algorithms and the integration of generative AI. Dale emphasizes the need to plan proactively for upcoming uncertainties. He advises marketers to pivot their focus towards middle-of-the-funnel content, targeting customers who have identified their problems and are actively seeking solutions. Their conversation underscore the importance of adapting marketing strategies to provide unique, valuable information that truly resonates with the target audience instead of chasing trends. Additionally, Wendy and Dale delve into the use of AI tools in marketing and stresses the importance of measuring success through conversions and sales rather than merely focusing on traffic and rankings.TakeawaysDon’t panic about Google’s generative AI changes, but prepare for the uncertainties.Shift your strategy to create content for customers who are problem-aware and solution-seeking.Produce unique and valuable content that is easily consumable by your target audience.Use AI to streamline your processes and develop interactive widgets or apps.Focus on conversions and sales to gauge the true effectiveness of your marketing efforts, not just traffic and rankings.ResourcesConnect with Dale on LinkedInEmail DaleConnect with Wendy on LinkedInLinkedIn Post on using Claude to generate content mapsRelated Episode: What the Heck is Going on at Google?!

Have you recently found yourself saying, What the heck, Google?! Google search results have been experiencing significant changes, with an increase in discussion sites like Reddit and Quora appearing in search results. This is due to Google's emphasis on first-person experience (EEAT) and combating misinformation. However, the results often include outdated information and unreliable advice.Additionally, Google's AI overviews, formerly known as Search Generative Experience (SGE), have been quietly rolled out, providing automatic answers to queries but sometimes pulling in inaccurate information from sources like forums. The leaked Google algorithms reveal that clicks, click-through rates, and length of page visits are ranking signals, while on-page SEO and technical backend optimization are less important than we previously thought. To adjust to these changes, marketers should diversify their strategies and focus on reaching their audience where they are through channels like YouTube, events, thought leadership, referrals, digital advertising, and public relations. Content strategies should prioritize deep technical content, real-world projects, and data, rather than introductory topics. It's important to stay flexible and adjust plans as Google's search landscape continues to evolve.TakeawaysGoogle search results now prioritize content from discussion sites to provide a first-person perspective.However, this shift has resulted in outdated and unreliable information appearing in search results due to a lack of oversight.Google's AI overviews, previously known as SGE, provide automatic answers to queries but may pull in inaccurate information and are not always pulling from the most authoritative sources.Clicks, click-through rates, and length of page visits are ranking signals, while on-page SEO and technical backend optimization are less important.Marketers should diversify their strategies and focus on reaching their audience through channels like YouTube, events, thought leadership, referrals, digital advertising, and public relations.Content strategies should prioritize deep technical content, real-world projects, and data, rather than introductory topics.ResourcesConnect with Erin on LinkedInConnect with Wendy on LinkedInAn Anonymous Source Shared Thousands of Leaked Google Search API Documents with Me; Everyone in SEO Should See ThemReddit shown excessively in Google product review search results, study findsTREW Marketing Strategy ServicesRelated Episode: The Evolving Search Landscape of 2023, from E-E-A-T to AIRelated Episode: What We've Learned from Google's Search Generative Experience (SGE)

Industrial manufacturing and engineering companies may go decades without considering a Public Relations strategy. Our guest this week shares why PR shouldn't be overlooked in your overall marketing strategy.Michelle Garrett is the author of B2B PR That Gets Results, a new public relations book that helps companies understand the importance of PR while providing tactical PR tips. On this episode, Michelle and I discuss how PR can help companies tell their stories and gain credibility. We talk about the misconceptions about PR, the difference between paid, earned, shared, and owned media, and the the integration of PR with content marketing and social media. We also talk about how to measure your PR efforts.TakeawaysPR is an essential component of B2B marketing and can help companies gain credibility and tell their stories.Misconceptions about PR include confusing it with advertising.PR should be integrated with content marketing and social media to maximize its impact.Measurement of PR efforts can include placements, impressions, and traffic generated.Consider adding PR to your marketing program to improve brand reputation and share company achievements.Quality writing is crucial in PR to stand out and engage audiences.ResourcesConnect with Michelle on LinkedInConnect with Wendy on LinkedInLearn More About Michelle Garrett's PR ServicesRead Michelle's New Book: B2B PR That Gets ResultsRelated Episode: Modern Public Relations: Micro Influencers, Niche Publications, and Generative AIRelated Episode: How EETech is Helping Technical Brands Build Community and Add Self-Service UX

Has your growth stalled as a system integrator? Then this episode is for you! I talk with a senior consultant who works with system integrators to avoid common sales and marketing pitfalls that hinder growth.This week, I'm joined by Jack Barber, Senior Business Consultant for Exotek, a boutique consultancy firm focused on system integration companies in industrial automation. Jack has more than 25 years of experience in the system integrator (SI) space, and was kind enough to share his wisdom about what he sees are the most common mistakes SIs make and how he educated them to be disciplined in order to grow leads and expand within their current clients. We talk about the importance of focusing on specific niches and differentiating yourself in the market. SIs oftentimes fall in the trap of saying they "do it all" which can leave potential buyers confused about their strengths. We also touch on the discipline it takes to be successful during account management, and the importance of expanding accounts instead of just completing a project and moving on to the next client.TakeawaysFocus on specific niches and differentiate yourself in the market to attract clients.Balance business development with project delivery and have discipline in account development.Capture and transfer tribal knowledge from senior employees to younger ones.Create visual content to showcase capabilities and engage clients.ResourcesConnect with Jack on LinkedInConnect with Wendy on LinkedInLearn more about ExotekRelated Service: Marketing for System IntegratorsRelated Content: Top 5 Marketing Investments for System IntegratorsRelated Case Study: Gray Solutions Content Development and Marketing Automation

Sam Heimbach is a professor of Public Relations and she talks to us about how modern PR really works. Gone are the days of solely pitching traditional journalists for coverage.In this episode, Morgan Norris, Senior Brand Strategist, interviews Sam Heimbach, a public relations professor at Texas State University. They discuss the evolution of PR, the impact of social media, and the role of employee voices in PR. They also touch on the use of generative AI and the changing landscape of journalism and PR. The conversation covers social listening tools, influencer research, and the impact of generative AI on the PR landscape as well as the importance of trust and authenticity in content creation. TakeawaysThe evolution of PR has expanded beyond media relations to include social media and owned channels.Employee voices play a significant role in company brand and reputation, but it requires a balance of control and freedom.Generative AI is impacting the content landscape, emphasizing the importance of high-quality and trustworthy content.The rise of social media has changed the way journalists source information and has created new opportunities for PR professionals.The changing landscape of journalism and PR requires active digital and social media listening.Influencer research involves evaluating the reach, alignment with brand values, and content quality.Trust and authenticity are crucial in content creation, and AI should be used additively rather than as a replacement for human input.ResourcesConnect with Sam on LinkedInConnect with Morgan on LinkedInLearn more about Texas State's PR ProgramRelated Content: Engineering a Multichannel Marketing StrategyRelated Content: The Rising significance of PR for B2B Engineering Firms

Engineering firm Hallam-ICS has sustained growth over the last decade, crediting honest company culture, inbound marketing in niche service areas, and evolving brand messaging as the reason for their success. We talk to the president and CEO, Keith Flaherty on the latest episode of Content Marketing, Engineered.TREW Marketing has worked with engineering firm Hallam-ICS for more than 7 years and over that time many of the marketing strategies and brand messaging have evolved to reflect the company's growth. We invited president and CEO Keith Flaherty to discuss the company's history, culture, and growth over the years. One thing that's truly special about Hallam-ICS is the company culture, it plays a huge role in recruiting and retaining employees and the messaging reflects this differentiator. Hallam-ICS is also seen rapid growth in niche expertise areas, such as toxic gas monitoring and arc flash, and Keith credits executive buy-in of inbound marketing as the reason they've grown and generated millions of dollars in leads in those areas.We also discuss how messaging changes with growth, and how to blend "small and friendly" messaging with "large and expert" messaging and how to stay consistent as more regional locations are added to the company.TakeawaysCompany culture is a key differentiator in attracting and retaining employees. Achieve rapid growth in niche expertise areas by leveraging inbound marketing to generate leads.Messaging should be evolved over time to blend an original small, friendly culture with the current larger, more capable image.Opening new offices requires careful selection of leaders who understand the company's culture and can effectively communicate its messaging.ResourcesConnect with Keith on LinkedInConnect with Morgan on LinkedInLearn more about Hallam-ICSCase Study: Hallam-ICS Uses Culture as a Key Differentiator in Technical SolutionsRelated Content: 4 Questions to Ask to Define Your Brand Differentiators Related Service: System Integrators