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Combining the best of traditional journalism with the power of new media distribution, Techfocus Media re-invented the trade press - without the press.

Techfocus Media's EEJournal delivers unique engineer-to-engineer insight that has attracted a large and loyal audience of engineering professionals. Our original content is delivered to that audience when, where, and how they want it - whether they prefer web, e-mail, mobile, or one of the many emerging social media channels.

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Watch this column for the latest tricks, tips, and trends for marketing to engineers.

karen_polaroid.pngThe EE Journal Marketing Insider is a new feature of EE Journal - designed specifically for high-tech marketers. We at EE Journal have more than a decade of experience working with dozens of companies on hundreds of online marketing campaigns - all targeting the engineering community.  

During those ten years, we have gained significant insight into what makes a successful marketing program in the engineering world, and we want to share that knowledge with you. Watch this space for regular articles that will help you kick your marketing programs into high gear, and sign up for our Insider email newsletter that will bring you the latest each month.

-- Karen Simon, Director of Digital Marketing Solutions
and Business Development

Don’t Put All Your Eggs in One Basket!

Advice To Technology Companies With Reduced Marketing Budgets

by Nanette Collins

I caught a snatch of the great Jazz vocalist Carmen McRae singing, “I'm putting all my eggs in one basket,” today. It reminded me of the one piece of advice my dad, not one for fatherly guidance, gave me: “Don’t put all your eggs in one basket.” The occasion was my job search after college, and he was encouraging me to look beyond the one job offer I wanted. No doubt, he would have given that same advice to many a technology company with reduced marketing budgets. He would have outlined the reasons why awareness and perception are crucial to a business’s survival and suggested ways to tailor a marketing budget that meets the corporate goals across a variety of programs. He would have insisted on both flair and finesse.  Read More


Social Media and Engineers

Strategies for 2015

by Kevin Morris

Our big learning is that engineers (like most of the population) most certainly do use social media. Many of the studies that conclude otherwise have asked questions like "Do you use social media for work?" and we believe that question skews the answers. Engineers are voracious consumers of social media, but they tend to be reluctant and infrequent contributors because their company policies prohibit it. At EE Journal, we get a very large amount of traffic from the whole spectrum of social media sources - LinkedIn, Twitter, Facebook, Google+, YouTube, etc - as well as a decent amount from outlets such as stumbleupon, reddit, and other discussion/forum venues. We cross-post aggressively to all of these social media platforms, and we find that different segments of the engineering audience prefer different outlets. For us, it is worth the effort to post to all of them, as we'd be missing an important audience if we left any of them out.  Read More


The Best of 2014

Banners Are Back!

by Kevin Morris

While "content marketing" is undeniably the latest mad trend in marketing, and "content is king" has been bantered about with almost religious fervor, it's easy to forget the fundamental truth about content: it has to be promoted. Putting lots of great content on your website with a "field of dreams" attitude will yield consistently disappointing results. You have to do something to get the audience's attention before they can have the opportunity to consume your wonderful content. This attention-getting issue is the single biggest problem with content marketing today. Lots of companies are generating piles of great (and not-so-great) content that simply sits on their website collecting virtual dust.  Read More


The Worst of 2014

Sponsored 'Independent' Blogs

by Kevin Morris

One of the failed marketing trends for 2014 is "sponsored" independent blogs. It may seem like a great idea at first to pay a blogger a fee to mention your company X times in their blogging, but you need to ask yourself a couple of questions: if you're paying somebody to write about your company, wouldn't you like to have some control over what they write? and, is it really a good idea to pay somebody to write about your company when your competitor is also paying that same person to write about theirs? Read More

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