A lot of industrial marketing is about blasting messages out and hoping that you hit the right audience. But how much of your marketing is inbound?
Most people now get their news from blogs and sites they trust. They also read information that is recommended to them by friends and colleagues through email or social media tools.
To reach engineers in this competitive information-intensive landscape, your marketing has to transform from interruption to education. By making meaningful content available, you can get recommendations from your audience to their colleagues. And the more content you have, the more buzz you create. If you do this well in a narrow enough section of the Internet, you can create a content monopoly that will be hard for the next entrant to dislodge.