Democratizing Digital Marketing

Motivating and Managing Your Engineers

to Create Website Content

@dmc_inc

View Video

https://www.dmcinfo.com/latest-thinking/videos/id/8919/dmc-

boston-engineering-services-commerical

Agenda

Who

says?

Who

cares?

But

how?What

else?

Jessica Mlinaric

Marketing Manager

DMC, Inc.

Jessica Mlinaric

Marketing Manager

DMC, Inc.

Est.

199670+

employees

employees & growing

70+

Company Culture

Who cares?

Get engineers excited about content marketing

Automotive Chemical & Food Processing

Consumer Goods Defense Contracting Energy & Utilities Food & Beverage

Packaging Pharmaceutical Printing & Textiles Semiconductor

Special Machinery Telecommunications Test & Measurement

DMC Industries Served

Content MarketingContent marketing is creating content that people want to see.

Search engine optimization focuses on organic search results.

Search engine marketing focuses on paid ad search results.

Content Marketing“Content marketing is a strategic marketing approach focused

on creating and distributing valuable, relevant, and consistent

content to attract and retain a clearly-defined audience

and, ultimately, to drive profitable customer action.”

Content Marketing“Telling stories that folks enjoy reading—and that they can use in

their own operations—has been the recipe since the beginning.”- David Jones, Publications Manager

“Even the most technical subject has to have a human story

behind it.”

Content Marketing Goals

DEFINEYour Identity

Show visitors who you areand what you do

ATTRACTYour ProspectsClients, vendors, and employees

ENGAGEYour Audience

Remind clients you’re thereand provide customer service

INCREASETraffic & RankingGoogle measures content freshness

Web Content Drives Traffic

Authenticity

Technical

Firm

Technical

Audience

But how?

Strategies for leveraging your technical team

Consider Your Website

Part of Your Brand’s DNA

Help Audience Find You

Extension of Your Services

Consider Your Website

Get

Inspired

Easy to Use

Content

Management

System

Consider Your Website

Usability

Aesthetic

Get

Inspired

• Blog

• Project case study

• Video

Offer a Mix of Content

Offer a Mix of Content

Schneider MDrive Motor Integration with Siemens

Programming

Repairing an NI USB-6351

X-Series DAQ

Persistent Variables in SharePoint Designer

Workflows

Technical

Offer a Mix of Content

DMC Denver Has Fun With Dry Ice

Employee Spotlight: Adam Wojcik

Geek Challenge:Matrix Mind-Boggler

Cultural

Offer a Mix of Content

Be Consistent in Posting

20 engineers 1 blog per quarter

X =

AWESOME WEBSITE!

Maintain a Content Ideas List

Content Reviewer

Engineers

A ROOM OF ONE’S OWN

VIRGINIA WOOLF

Hold a Lunch & Do

Offer Editing Support

Document

SEO

Tips

Style

Guides

Stay

Positive

Set Standards

Content

Structure

Video Content

View Video

https://www.dmcinfo.com/latest-thinking/videos/id/8965/simatic-

it-line-monitoring-tool-for-overall-equipment-effectiveness

View Video

https://www.dmcinfo.com/latest-thinking/videos/id/8687/the-

most-interesting-engineer-in-the-world-part-2

Involve Your Audience

Share Your Content

• What metrics are important to you?

• Track how you’re doing

• Tweak to see what’s working

• Look for patterns & bright spots

Measure Success

Recognize & Reward

Recognize & Reward

Takeaways

Easy to Use Website

Fresh, Consistent

Posting

Mix of Content

Track Ideas

Designate a Time

and Place

Set Standards

Editing Support

Share and Measure

Content

Recognize Success

What elsecan I add?

Contact

jessica.mlinaric@dmcinfo.comwww.dmcinfo.com(312) 255.8757