If your content strategy still revolves around publishing endless "what is" and "how to" articles, it's time to update your strategy. Learn why taking a clear point of view, investing in original research, and building credibility beyond your own website are becoming key differentiators in the age of AI search.

In this episode, Sooraj Shah, Content Marketing Lead at Aikido Security, shares why thought leadership and PR are becoming more valuable than ever and how companies can create content that both audiences and AI trust.

Drawing on his background as a technology journalist, Sooraj explains why Aikido has shifted away from producing generic "what is" and "how to" articles in favor of opinion-driven content backed by evidence. Rather than publishing the same advice as their competitors, the team focuses on taking clear positions, sharing original perspectives, and supporting those viewpoints with research and real-world expertise.

The conversation also explores how AI search is changing content strategy. While SEO remains an important foundation, Sooraj believes brands need to think beyond rankings and create content that offers unique insights, original data, and credible perspectives that large language models are more likely to surface. He also shares why third-party media coverage, annual research reports, and strong relationships with industry publications play an increasingly important role in building authority.

Finally, Wendy and Sooraj discuss a challenge many marketers face today: measuring the impact of thought leadership. Unlike traditional SEO content, success isn't defined by rankings alone. Instead, marketers should look for signals such as media citations, industry engagement, social sharing, and whether their ideas are influencing conversations within their market.

Resources

• Connect with Sooraj on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2026 State of Marketing to Engineers Research Report
  
  
• Related Episode: AI Visibility: The Future of Search Optimization

AI search is changing how buyers discover and evaluate vendors, yet many industrial companies have no idea whether they're being cited in tools like ChatGPT, Claude, Gemini, or Perplexity. Over the past few months, we've conducted AI visibility audits for several clients to uncover exactly how often their brands appear in AI-generated responses, and why. The findings revealed clear patterns separating brands that are consistently recommended from those that are virtually invisible. In this week's episode, we share what we've learned and outline four practical strategies that can help increase your visibility, authority, and chances of being cited by top AI platforms.

In this episode, TREW Marketing's Kara Koch joined Wendy Covey to discuss the growing importance of AI visibility and the strategies industrial marketers can use to improve it. The conversation also explored the differences between SEO (Search Engine Optimization), AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). While traditional SEO remains foundational, marketers must now optimize content to become trusted sources for AI-generated answers.

To assess visibility, Kara recommends conducting AI visibility audits that evaluate brand mentions, citations, content structure, and competitor performance across AI platforms. She emphasized that many industrial companies possess deep expertise but fail to package that knowledge in ways AI systems can easily understand and cite.

When it comes to improving visibility, the most effective strategies include strengthening technical SEO fundamentals, creating problem-focused content, organizing content into topic clusters, earning third-party validation through PR and industry publications, and showcasing authentic thought leadership.

Resources

• Connect with Kara on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2026 State of Marketing to Engineers Research Report
  
  
• Related Episode: AI Visibility: The Future of Search Optimization
• Related Episode: Evolving Your Website Alongside AI and Shifting Buyer Expectations

How do European engineers research, evaluate, and purchase technology today? How do these behaviors differ from their North American counterparts? I sat down with Udo Bormann to discuss the 2026 State of Marketing to Engineers Research report with a European lens.

In this episode, Wendy Covey connects with Udo Bormann, Senior Sales and Marketing Manager at Elektor, to talk about the Europea-specific insights from the 2026 State of Marketing to Engineers research report. One of the most important findings: European engineers complete approximately 64% of their buying journey online before ever speaking with a salesperson. This is slightly higher than their North American counterparts. This means manufacturers must focus on becoming part of the research process rather than interrupting it.

Udo explains how engineers are skilled at filtering out promotional messages and quickly identifying content that lacks substance. He says successful marketing strategies provide practical, in-depth information through articles, webinars, videos, datasheets, and demonstrations that help engineers evaluate solutions on their own terms.

The research also revealed an interesting contradiction around artificial intelligence. While nearly 70% of engineers report using generative AI during the buying process, trust remains low particularly in Europe. Bormann noted that engineers often use AI as a starting point, but they still seek validation from credible sources before making decisions. That emphasis on credibility helps explain another surprising trend: the growing influence of trusted technical publications. Engineers have been increasingly gravitating toward sources they trust to provide accurate, verified information.

For marketers targeting European engineers, it's important to prioritize technical accuracy, invest in trusted content channels, and focus on building credibility at every stage of the buyer's journey.

Resources

• Connect with Udo on LinkedIn
• Connect with Wendy on LinkedIn
• Download the 2026 State of Marketing to Engineers Research Report
• Watch the Research Webinar
  
  
• Related Episode: What Surprised Us Most in the 2026 State of Marketing to Engineers Research Report