Digital Marketing for Engineers Blog

C is for Care and Content marketing. What do your industrial prospects care about?
John Hayes posted on September 09, 2011 | 1170 views

What does your company care about?  Leads and sales!  But what do your customers care about?  Huh?  “Every one is different,” you may say.  If you can create a content stream that matches your customer’s needs, it will also serve you by driving leads. 

This post is the 4th in a series of articles on TACTIC -  6 steps to creating great engineering marketing content.  TACTIC is an acronym for the 6 steps.  The 3rd step (the “C” in TACTIC) is for Care, as in “What do your customers care about?”

In an earlier post we talked about naming your Target audience, the person or people in the target company that you specifically want to reach. 

The Care step requires you to think about their whole job, rather than just how it relates to their decision to buy your product. Are they a safety engineer?  A product designer?  A shop manager?  A consulting engineer on a structural project?  A CIO? 

The reason you need to consider their whole job is to prepare for the next stage in the process, the Twist, where you match your product to your audience’s needs.  You can’t do that until you understand their job. 

Let’s say you are targeting manufacturing engineers with your line of safety equipment.  Start by admitting that your prospects don’t wake up every day, all dewey eyed at the prospect of discovering some new feature in your spill berms.   (eg - Now holds 16% more!!!!)

What do they care about?  Well, they care about manufacturing products as efficiently and economically as possible.  An important part of that job is to comply with safety codes.  This is where your content comes in.  Your prospects may not have time to make sure they are up to date on all safety requirements.  So, if you can simply and quickly bring any shortfalls to their attention, without being pushy or salesy, they will want to hear from you.  A well-crafted content stream from your company can do exactly that.  Then, when they are in the market for safety equipment, you can be sure they will come to you. 

If you want any help or just to chat about creating a killer content stream, shoot me a note at


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