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• The “museum” site: outdated, bloated, and difficult to navigate.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 messaging
• Demos and SMEs
• Pre-event outreach and partner activation
• Thoughtful, timely post-show follow-up

Content: 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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more TREW's Marketing Strategy services
• Register 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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about EETech
• Related Episode: Comparing Content Preferences of Engineers in Europe and the US
• Related Episode: Your Top Questions Answered from the 2025 State of Marketing to Engineers Webinar
• Register 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:

1. 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.
2. 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.
3. 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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about CCS America
• Register 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 needs
• Fostering 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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about MXDProcess
• Related Episode: Taking AI Up a Notch: Training Brand Voice, AI Assistants, and Custom GPTs
• Related Episode: AI Strategies and Tools for Industrial Marketers
• Related Episode: The State of AI: Chatbots, Reasoning Models, and Agents
• AI Resource: Marketing AI Institute
• AI Resource: AI First Academy with Allie K. Miller
• AI 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 LinkedIn
• Connect with Morgan on LinkedIn
• Connect with Wendy on LinkedIn
• Register 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 15th

Resources

• Connect with Peyton on LinkedIn
• Connect with Wendy on LinkedIn
• Register 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 LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Manufacturing Chats
• Read the State of Marketing to Engineers Research Report
• Register for the Industrial Marketing Summit