How To Grab The Attention Of Engineers And Operators In The Water Space Using Relevant Content

1. Prospect and Customer Issues Take Priority

The most important thing is that you must be sure that the topic you are covering ties directly to the problems and areas of interest those engineer and operators within your vertical care about. Another way to think about it is not just what they are concerned about today but what they should be concerned about TOMORROW.  The main lesson is that the topics should be what your AUDIENCE, PROSPECTS and CUSTOMERS WANT to hear about and certainly NOT what internal forces want to brag about, or worse the products those same forces want to push/sell. New issues and problems come up every day, month, year, and engineers and operators simply don’t have time to consume content that doesn’t help them in the here-and-now.

2. Be Credible

If you want engineers and operators to view your content as important then make sure the information you are putting out there and speaking about is within your company’s wheelhouse. If you are a level and flow measurement manufacturer and are speaking to the importance of carbon filters, your content will most certainly be discounted or ignored. If you are looking at content as a way to grow your business into a new market, make sure your content is based entirely on research in the beginning stages of your roll out.

3. New Workforce … New Way of Thinking

Let’s face it, engineers have historically been skeptical of anything new.  However, the new workforce is actually more intrigued with ideas they might not have thought of yet — ideas that move beyond the same old tactical approach that supported the industry for decades without much innovation. Challenge the new age workforce to think outside the box.  Paint them a picture of the full capability of your message and allow them to absorb your points that 10 years ago may have been “too aggressive” for long-tenured operators that were used to doing things the same way for thirty years. 

4. Get Feedback and Input

Similarly, the new workforce likes to be involved.  It’s a world of instant connection, gratification and information.  Give them your attention.  Give them the ability to direct your content and they will give you the key to catching their attention.

Companies that provide services — whether consulting, technology, financial, or other — deliver hundreds if not thousands of client engagements. From these come a set of best practices, new thinking, beneficial outcomes, and insights into industry or functional patterns.

5.  Getting help is A-OK

More than half of water and wastewater manufactures who use content as a strategy get outside help from a trusted partner.  These partners (publishers, independent consultants, etc.) can help educate you on the most current best practices, introduce new approaches, add insights about industry trends and also do some of the work for you.  Don’t be afraid to ask.