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Erin Moore sits down with Rand Fishkin, one of the most influential voices in modern marketing, to unpack how audience behavior, search, and content strategy are fundamentally changing in 2026. They discuss the rise of zero-click marketing, the myth that AI tools are “killing” search, and why audience research now matters more than competitive research. Rand brings data-backed clarity to some of the biggest questions marketers are grappling with right now.   In this episode, we’re joined by Rand Fishkin, founder of SparkToro, Alertmouse, and Snack Bar Studio; former co-founder of Moz; and, if we can add one more title, keynote speaker at the 2026 Industrial Marketing Summit. Rand brings decades of experience helping marketers understand how people actually discover, consume, and trust information online. The conversation dives into why audience research has become critical step of marketing strategy as traditional inbound tactics lose effectiveness. Rand explains how data powers audience insights and why these insights are often most valuable for gaining internal buy-in, or just as importantly, for saying "no" to ineffective channels and trends. The episode also discusses the impact AI tools have had on search, zero-click marketing, and how marketers should rethink attribution in a world where impressions and brand lift matter more than direct clicks. Rand shares advice for teams stuck in outdated SEO playbooks, emphasizing the importance of following audience behavior over competitor behavior, and pushing back against the dangerous mindset of “doing more with less”. Resources Connect with Rand on LinkedInConnect with Erin on LinkedInLearn more about SparkToroLearn more about AlertmouseRelated Episode: What is THE SEO Alligator? A New Challenge in Search MetricsRegister for the Industrial Marketing Summit

What if one of the most influential channels for industrial buyers isn’t LinkedIn or Google, but Reddit? Reddit is shaping how engineers research products, validate vendors, and even influence AI-powered search results. In this episode, we dig into how one industrial brand embraced Reddit as a low-cost, high-impact awareness channel.  In this episode, Mandee Nguyen, Content Marketing Manager at SICK Sensor Intelligence, shares her journey through her marketing career and how her current role led her to focus on using Reddit to reach SICK's technical audience. Mandee’s journey to Reddit didn’t start with enthusiasm. Like many marketers, she initially associated the platform with gaming threads and pop culture debates. But shifting search behavior, Google’s increased surfacing of Reddit threads, and the platform’s growing influence on AI-driven search quickly changed her perspective. Engineers, it turns out, are actively using Reddit as a trusted source of information. At SICK, Reddit began as a low-risk pilot focused on paid advertising. With most ads costing under $1,000, the barrier to entry was far lower than LinkedIn. Mandee shared examples and said video ads, especially demo-focused, educational content, performed best.  The conversation also explores why Reddit is best approached as an awareness channel rather than a direct lead-generation engine. Reddit’s lead gen tools are still in beta, and users are notoriously resistant to marketing. Authenticity is critical, both in ad copy and any organic, used-based participation. Beyond Reddit, Mandee offers broader advice for industrial marketers heading into 2026: invest in partner marketing, leverage credible external influencers, and use AI strategically for efficiency. Key Takeaways Reddit is a trusted source for information in the engineering community.Advertising on Reddit is more cost-effective than LinkedIn.Authenticity is crucial when marketing on Reddit.Video ads perform better than image ads on Reddit.Engaging with external influencers enhances credibility.Content should be educational rather than promotional.AI tools are used for content repurposing and ad creation. Resources Connect with Mandee on LinkedInConnect with Wendy on LinkedInLearn more about SICK Sensor IntelligenceLearn more about TREW's Marketing Strategy servicesRegister for the Industrial Marketing Summit 

Every December, we wrap up Content Marketing, Engineered with a tradition: a trends conversation with TREW Marketing’s own Lee Chapman. This episode focuses on how Industrial Marketers can reckon with with the new age of AI and differentiate themselves among a "sea of sameness" and what marketing strategies to focus on in 2026.  2025 was a year of massive transformation for industrial marketers. As AI tools matured and generative search became a primary gateway for technical buyers, long-standing content and inbound strategies were forced to evolve. Marketers saw firsthand how important differentiation, depth, and authentic expertise is to stand out and earn trust. AI Has Leveled the Tactical Playing Field According to Lee, 2024 and 2025 were years of experimentation. Marketers used AI to produce content faster than ever but this caused everyone to sound alike and create an overwhelming amount of noise. Lee says the biggest trend for 2026 is a differentiated strategy. With AI providing instant answers to basic queries, surface-level content no longer cuts it. Technical buyers still end up on your website, and when they do, they’re looking for clarity, technical depth, and authenticity. If your content doesn’t communicate a strong value proposition and true expertise, it’s easy for prospects to bounce back to AI or head to a competitor. Your Website Must Earn Its Keep Lee highlighted two extremes plaguing engineering websites today: The “museum” site: outdated, bloated, and difficult to navigate.The “brochure” site: modern and pretty, but shallow, lacking specs, case studies, and proof points.Both fail to meet the needs of technical buyers. Lee recommends a website and content audit using a keep/kill/create framework, elevating high-value content, and ensuring users can find what they need with minimal clicks. Trade Shows: Substance Over Swag Events are booming again, but many companies are “checkboxing” their presence rather than building a strategic plan around them. Lee stressed the importance of: Strong booth messagingDemos and SMEsPre-event outreach and partner activationThoughtful, timely post-show follow-upContent: Go Deep, Get Specific, Prove It Technical audiences still value white papers, webinars, case studies, and research if they contain meaningful depth. Lee emphasized developing more proof-driven assets, including unnamed case studies when needed, and turning high-performing content into webinars or videos. Voice-of-customer research and even closed-lost surveys are underrated tools for uncovering differentiators AI can’t replicate. Resources Connect with Lee on LinkedInConnect with Wendy on LinkedInLearn more TREW's Marketing Strategy servicesRegister for the Industrial Marketing Summit

As industrial marketers plan out their 2026 marketing strategies, it's important to take into consideration the difference in research and buying behavior of engineers across generations. EETech's Terra Gledhill in on this week's episode to share what sources these engineers trust, and what strategies marketers should emphasize in 2026.  In this episode Wendy Covey sat down with Terra Gledhill, Director of Marketing and Research at EETech, to unpack findings from the 2025 Engineering Insights Report (EIR). Now in its ninth year, the EIR captures responses from more than 3,000 engineers across roles, industries, and experience levels, making it a great resource for industrial marketers as they plan their 2026 marketing strategy. A dominant theme in this year’s report is the rapid rise of AI adoption. Among millennial and Gen Z engineers, usage of AI tools (including LLMs, code generation, and simulation) jumped from 45% to 64% year over year. Even seasoned career professionals saw a significant increase, from 20% to 46%. Terra explained that while younger engineers overwhelmingly see AI as a positive accelerator, seasoned engineers remain more cautious, emphasizing the need for regulation and security. The report also highlights major generational differences in research behavior. Communities and forums have become the top resource for Millennial and Gen Z  engineers, who seek out peer validation and authentic, real-world solutions. Career pros, however, still rely on manufacturer websites. Across all groups, engineers increasingly expect robust online tools such as CAD models, reference designs, and simulation resources directly on supplier websites. When it comes to challenges, both groups cite staying on schedule and on budget as their top concerns. But younger engineers struggle more with skill gaps on their teams, often inheriting outdated systems and incomplete documentation. Career pros, conversely, feel the pressure of keeping pace with technology’s rapid evolution. For marketers planning 2026 strategies, Gledhill’s advice is clear: Prioritize technical depth over marketing polish.Equip engineers with self-serve digital tools on your website.Show up in trusted communities and authoritative third-party publications.Encourage SMEs to share their expertise on technical forums like Reddit and Github.Market not just to today’s decision-makers, but to the next generation.Resources Connect with Terra on LinkedInConnect with Wendy on LinkedInLearn more about EETechRelated Episode: Comparing Content Preferences of Engineers in Europe and the USRelated Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers WebinarRegister for the Industrial Marketing Summit

As AI changes how people search, marketers face a new challenge: getting their brand seen in AI-generated results. Learn how SEO expert Jason Khoo says you can appear in ChatGPT, Perplexity, Google’s AI Overviews, and more.  In this episode Wendy Covey and Jason Koo, founder and CEO of  SEO agency Zupo, discuss the evolving landscape of SEO in the age of AI especially as more searchers turn to AI platforms for their answers, how can marketers ensure their brands appear across AI Overviews, ChatGPT results, Perplexity results, and beyond? Wendy and Jason emphasize that the fundamentals of PR and traditional SEO remain the foundation for success in AI visibility. Getting featured in trusted publications and earning backlinks from those sources continue to be essential strategies. They also discuss users and their changing search behaviors. Are more users going straight to ChatGPT for their searches? Are they starting with Perplexity and then completing a secondary search on Google? As these habits evolve, marketing attribution becomes more complex. How do these changes affect referral, organic, and direct traffic attribution? Currently, there’s no perfect way to measure AI-driven traffic and visibility. Jason shared that his team uses PEECAI to track AI visibility, while platforms like HubSpot are developing their own AI measurement tools. Even without a universal metric, understanding how your content performs in AI results is becoming a crucial part of marketing analytics. But one of the most important questions on marketers' minds is how to rank on AI. Jason walked us through his top three strategies: Appear on the first page of Google's Search Engine Results Page Research shows a strong correlation between ranking on Google’s first page and appearing in AI-generated answers. Jason cited several studies, including a ChatOptic report that found a 67% overlap between top-ranking pages and AI answers. A Seer Interactive study found that Google organic keywords were the top correlating factor for appearing in AI answers. In other words, if you rank well for specific keywords, you have a better chance of appearing in AI answers for those topics.Appear in listicles Jason also highlighted that brands featured in listicles like “Top 10” articles on review or ranking sites are more likely to appear in AI results. However, he cautioned that only high-quality listicles (those ranking on the first page of Google) are effective. Creating your own “Top 10” list and ranking yourself at the top can appear disingenuous, so aim to earn placement organically.Answer topics from AI's "Query Fan Out" Jason explains that when LLMs try to answer questions, they will often seek answers to related questions simultaneously in order to be able to serve a more in depth answer. If your brand has the best answers for the primary question of an AI user AND the answers to the related questions, you're more likely to appear in the AI answer.  How do you know this list of questions in an AI's "query fan out"? Most AI tools will not tell you even if you ask, but Perplexity does! Run through some questions with Perplexity and ask it what it's related questions are - now you have a roadmap to all the related topics that align with AI’s logic. The "Query Fan Out" strategy is likely to evolve over time but this is great tactic to know.     So, where should you begin? The first step is to measure. Get familiar with how AI traffic is being tracked in your analytics tools, whether that’s Google Analytics, HubSpot, or another platform. From there, examine how much traffic is coming from AI-driven so

Is your distributor program truly working for you? Emily Ting of CCS America unpacks how her team analyzed and revamped their program to create stronger partnerships and measurable sales growth.  In this episode, Wendy Covey interviews Emily Ting, a Marketing Specialist at CCS America, about the importance of revisiting and revamping an outdated distributor program. Distributor relationships can be critical to sales success for many industrial companies and together, Wendy and Emily discuss the challenges faced by outdated distributor programs, the need for collaboration, and the strategies implemented to revamp these programs. Emily shares valuable lessons learned from the distributor feedback process and emphasizes the significance of cross-departmental collaboration.  Takeaways Distributor relationships can be critical to sales success.There are many challenges with maintaining effective distributor programs.It's important to reevaluate distributor performance and relationships.Take advantage of collaborative marketing efforts with distributors.Measure success through feedback and sales trends.Networking and sharing experiences with other industrial marketers is essential.Resources Connect with Emily on LinkedInConnect with Wendy on LinkedInLearn more about CCS AmericaRegister for the Industrial Marketing Summit

Many marketing leaders in industrial companies have their hand in sales as well. That's certainly the case for Eric Seiberling, Vice President of Sales and Marketing at MXD Process. This episode is all about how Eric has successfully used AI to streamline critical (yet routine) sales and marketing processes and better yet, get the whole team on board as well. In this episode, Eric Seiberling, Vice President of Sales and Marketing at MXD Process, shares his diverse career journey and insights into the adoption of AI in sales and marketing processes. He shares how his team uses AI to cut the sales quoting process down by 80%, personalize sales personas and messaging, and how to make it easiest for the team to trust and adopt AI into their everyday tasks.  He also emphasizes the importance of cross-team collaboration and offers practical advice on fostering strong human connections across departments and office locations. Takeaways Custom GPTs were developed to cater specifically to their industry needsFostering collaboration among teams is essential for success.Celebrating team achievements helps build a strong company culture.Leadership alignment is necessary for successful AI experimentation.Lowering the stakes can encourage teams to adopt new technologies.Continuous learning and iteration are key in AI development.Consulting for nonprofits combines corporate techniques with theological insights.Resources Connect with Eric on LinkedInConnect with Wendy on LinkedInLearn more about MXDProcessRelated Episode: Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTsRelated Episode: AI Strategies and Tools for Industrial MarketersRelated Episode: The State of AI: Chatbots, Reasoning Models, and AgentsAI Resource: Marketing AI Institute AI Resource: AI First Academy with Allie K. MillerAI Resource: OpenAI Training Courses Register for the Industrial Marketing Summit 

If you didn't have the chance to attend Content Marketing World 2025, give this episode a listen! I talk with Lee Chapman and Morgan Norris about their time and we unpack the event's key takeaways from topics on storytelling and AI, to the future of platforms like LinkedIn and Reddit. In this episode Wendy Covey welcomes Lee Chapman, President of TREW, and Morgan Norris, Senior Brand Strategist, to discuss their experiences at Content Marketing World 2025. Morgan Norris presented a manufacturing masterclass, focusing on executing a campaign in 30 days. This session provided attendees with actionable strategies to build brand awareness quickly, a skill increasingly necessary in today's fast-paced market. Lee Chapman participated in the mentor-mentee program, emphasizing the value of community and shared learning within the industry. The episode delves into key themes from the conference, including storytelling as a strategy, AI and search disruption, and innovative content systems. AI and search were hot topics, with discussions on generative engine optimization (GEO) and the evolving role of AI in content creation. The speakers emphasized the need for unique content to stand out in a sea of AI-generated material. The episode also explored the potential of platforms like LinkedIn and Reddit for industrial marketing, highlighting the importance of thought leadership and community engagement. Takeaways Storytelling is crucial for aligning sales and marketing, as highlighted by Pam Didner's session.Farah Kober demonstrated the impact of storytelling on brand perception and purchase intent.Generative engine optimization (GEO) is becoming a key focus in AI and search strategies.Unique content is essential to stand out in a market saturated with AI-generated material.Interactive content like configurators and ROI generators can enhance user engagement.Creating comparative content can enhance your brand's visibility and engagement.Users on Reddit are highly intentional, often seeking specific answers or engaging in community discussions.Resources Connect with Lee on LinkedInConnect with Morgan on LinkedInConnect with Wendy on LinkedInRegister for the Industrial Marketing Summit

Calling all Industrial Marketers! The 2026 Industrial Marketing Summit will take place March 3rd through the 5th in Austin, Texas. Have you purchased your Early Bird tickets yet? This year promises to be bigger, bolder, and even more valuable for marketers in the manufacturing, engineering, and industrial sectors. In this episode, Wendy Covey and Marketing Director of Gorilla76, Peyton Warren, discuss the upcoming 2026 Industrial Marketing Summit. They explore the event's growth, key speakers, and the unique value it offers to marketers in the manufacturing, engineering, and industrial sectors. The conversation highlights the summit's focus on strategic insights, hands-on learning, and community building. Early Bird pricing is available through October 15, saving you up to $600 on your ticket. With three days of workshops, sessions, networking, and fun, the Industrial Marketing Summit is your chance to kick off 2026 with fresh ideas and lasting connections. Event Details Website: industrialmarketingsummit.com Date: March 3 - 5, 2026 Location: Austin, TX Buy Tickets Takeaways Rand Fishkin is announced as the keynote speaker, focusing on SEO and zero-click content.The event will be held in Austin, Texas, at the Renaissance Hotel.The event emphasizes networking and community, with opportunities for attendees to connect and share knowledge.Early bird registration is open until October 15thResources Connect with Peyton on LinkedInConnect with Wendy on LinkedInRegister for the Industrial Marketing Summit

Do you know the communication preference of the engineers and technical buyers visiting your website? Some are quick to pick up the phone, others prefer filling out a form, while many now expect instant, human-powered responses. Nelson Bruton of Manufacturing Chats explores how live chat influences the buyer’s journey and boosts sales efficiency.  In this episode, Wendy Covey is joined by Nelson Bruton, President of Manufacturing Chats and Interchanges, to explore the pivotal role of chat technology in enhancing customer communication for manufacturers and technical companies. They discuss how chat can shorten the buyer's journey, reduce friction in the sales process, and cater to different communication preferences. The conversation also covers the integration of AI and human elements in chat systems, the importance of offering multiple communication options, and the impact of chat on sales and customer service efficiency. Tune in to gain insights into leveraging chat technology for better customer engagement and increased sales conversations.   Resources Connect with Nelson on LinkedInConnect with Wendy on LinkedInLearn more about Manufacturing ChatsRead the State of Marketing to Engineers Research ReportRegister for the Industrial Marketing Summit  

Do you ever feel like your marketing efforts are undervalued by sales, or worse, misunderstood by leadership? This episode is all about working through one of the most persistent challenges in business: aligning sales and marketing.  In this episode, Wendy Covey sits down with A. Lee Judge, who introduces the CASH framework designed to help organizations strengthen collaboration and prove the true value of marketing. Too often, marketers are asked to justify budgets, campaigns, and outcomes in terms that don’t resonate with sales leaders. The CASH Method provides a practical approach to shifting that conversation—focusing on Communication, Alignment, Systems, and Honesty. This conversation is packed with insights for industrial marketers who want to strengthen internal relationships and gain buy-in from leadership. Whether you’re struggling with proving ROI, building credibility with sales, or simply trying to get both teams speaking the same language, this episode offers practical advice. Resources Connect with A. Lee on LinkedInConnect with Wendy on LinkedInRelated Episode: A Sales Leader’s Perspective on Content that Earns Engineers’ TrustRelated Episode: Sales vs. Marketing: How to Bridge the DivideRegister for the Industrial Marketing Summit

Have you noticed a steady drop in your click through rate in Google Search Console, even as impressions seem to be increasing? You're not alone! TREW's Account Director, Erin Moore, explains the "SEO Alligator" phenomenon and how marketers should pivot when AI search results siphon off your traffic.  In this episode, Wendy Covey and Erin Moore discuss the concept of the 'SEO alligator,' a term describing the widening gap between impressions and clicks in Google Search metrics. They explore the impact of AI-generated content on click-through rates and the need for marketers to adapt their strategies in response to these changes. The conversation emphasizes the importance of creating unique, valuable content that resonates with audiences, rather than relying on high-volume keywords that may no longer drive engagement. Key Takeaways The 'SEO alligator' refers to the gap between impressions and clicks in Google Search Console.AI overviews are affecting click-through rates significantly.Unique content based on your company's deep expertise is more valuable in search than generic content (even when that generic content ranks for higher volume search queries).AI overviews are answering top-of-the-funnel queries directly in search results, turning these terms into zero-click results.Marketers should explore multiple channels for audience engagement and traffic.Resources Connect with Erin on LinkedInConnect with Wendy on LinkedInRegister for the Industrial Marketing SummitRelated Episode: Is Inbound Marketing Still Working? Related Episode: What the Heck is Going on at Google?!

In this episode, Morgan Norris speaks with Susan Poeton, Publisher, Owner and CEO of Industry Today Media. They discus the evolution of publishing and strategies for technical companies to effectively communicate their news. They explore the importance of understanding the audience, the role of press releases, and the current trends in manufacturing and technology. Additionally, they talk through advertising strategies, paid media opportunities, and the significance of building brand awareness in a competitive market.  Key Takeaways Smaller companies can still tell valuable stories despite budget constraints.Brand awareness is key in a competitive market.Paid media opportunities should be part of a broader campaign strategy.Building long-term relationships with media platforms enhances exposure. Resources Connect with Susan on LinkedInConnect with Morgan on LinkedInLearn more about Industry Today MagazineListen to Industry Today's Industry Insights PodcastSubmit news to Industry TodayLearn more about TREW's Brand Marketing Services

As your company grows and changes, whether through acquisitions, new products, or expansion into new markets, it's important your messaging evolves, too. Learn how to evolve your messaging and align both internal and external stakeholders along the way.  In this episode of Content Marketing Engineered, Morgan Norris speaks with Chris Zmijewski, VP of Marketing at SAM, about the evolution of brand marketing and the transition of SAM into a data-driven solutions provider. They discuss Chris's journey in the company, the importance of internal messaging, leadership support, and the need for consistent communication across platforms, especially while acquiring multiple brands and entering new sectors.  Key Takeaways The integration of new technologies requires clear communication.Internal messaging is critical during acquisitions.Leadership support is vital for effective internal communication.Consistent messaging across platforms enhances brand recognition.Engaging staff at all levels fosters learning and innovation. Resources Connect with Chris on LinkedInConnect with Morgan on LinkedInLearn more about SAM Learn more about TREW's Brand Marketing Services

 As AI-generated content becomes more common, technical buyers and engineers are turning to more vetted sources than just company blog articles. Trusted technical and trade publications are gaining influence, and a strong PR strategy can help your brand break into these outlets—and boost visibility in AI-driven search results. Here's how to build a successful PR campaign.  In this episode, Morgan Norris, Senior Brand Strategist at TREW Marketing, discusses the evolving landscape of public relations (PR) and its significance in today's marketing strategies. The conversation covers the barriers marketers face in implementing effective PR campaigns, the importance of identifying newsworthy content, and the best practices for executing successful PR strategies. Morgan shares insights from a recent successful PR campaign for Path Robotics, illustrating the impact of a well-structured PR approach. The episode concludes with practical advice for marketers looking to enhance their PR efforts.   Key Takeaways PR is experiencing a renaissance Identifying newsworthy content is crucial for effective PRPR campaigns should focus on brand awareness, not immediate salesContributed articles can enhance the reach of a PR campaignBuilding a targeted media list is essential for successful outreachEffective PR requires follow-up and engagement with media contactsVisual content can greatly enhance PR announcements Resources Connect with Morgan on LinkedInConnect with Wendy on LinkedInLearn more about the Industrial Marketing SummitDownload our News Release Template