In episode 25 of The Downtime, a weekly manufacturing podcast, co-hosts Sarah Wynn and Sheri Kasprzak chat with Patrick Lynch, WTWH Media’s senior vice president of sales and strategy and head of the Content Studio, about how the company is innovating to serve engineers and other B2B audiences.
Lynch shares insights from his experience in both engineering and healthcare content, the role of artificial intelligence (AI), and WTWH Media’s audience-first approach to storytelling.
Marketing to Engineers
Lynch spotlighted WTWH Media’s extensive research into how engineers consume content, with nearly 30,000 professionals surveyed. He notes that younger engineers focus more on technical information and spend only 1.4 seconds per email, seeking product specs, data sheets, webinars, and case studies.
“They want it more technical, the better,” said Lynch.
Using AI to make search smarter
WTWH Media utilizes private language models trained on high-quality content to enhance the user experience. The AI search tool helps engineers find content faster, improves site search, and delivers personalized recommendations.
Audience-centric approach
Lynch highlighted how WTWH Media differentiates itself through building online communities throughout the industries it serves. He added that the company dives into behavioral data analysis and experiments based on what that information reveals.
When it comes to the company’s current approach, Lynch summed it up quickly: “Can’t stop, won’t stop.”
Episode 25: Trendsetters | Show notes & time stamps
00:17 – The co-hosts open the show
00:30 – Kasprzak talks about her promotion to executive editor, overseeing WTWH Media’s Automation & Control brands: Control Engineering, Plant Engineering, and Consulting-Specifying Engineer
02:50 – Wynn talks about her Pack Expo trip and encourages listeners to check out the Packaging OEM photo gallery of the event
04:30 – Kasprzak spotlights a new piece from Plant Engineering on how to transform energy management with data
05:30 – The co-hosts introduce this week’s interview guest, Patrick Lynch, WTWH Media senior vice president of sales and strategy, and head of the Content Studio
06:30 – Interview with WTWH Media’s Patrick Lynch begins
09:10 – Lynch discusses differences between engineering and healthcare content
11:22 – Lynch highlights WTWH Media’s Content Studio
13:10 – The trio discusses artificial intelligence (AI) and how WTWH is implementing it into search functionality on websites
17:17 – Lynch shares the origin of Marketing to Engineers
20:52 – The co-hosts and Lynch chat about content consumption trends
27:44 – Lynch highlights WTWH Media’s depth of reach as what sets the company apart in the media landscape
33:40 – Interview with Lynch ends
36:15 – Game time segment begins about Halloween movies
41:20 – The co-hosts wrap up the show
About The Downtime podcast and co-hosts
The Downtime is a weekly manufacturing podcast from WTWH Media that features insights from its automation and controls publications. It’s co-hosted by Wynn, who serves as the senior editor (digital) for Packaging OEM, and Kasprzak, who is the executive editor for Plant Engineering, Control Engineering, and Consulting-Specifying Engineer.
Check out The Downtime’s recent episodes
Episode 20: Emerson on Floor-to-Cloud packaging technology for OEMs
Episode 21: JLS Automation introduces Peregrine robotic cartoner
Episode 22: Schneider Electric on open, software-defined automation for packaging
Episode 23: Hoosier Feeder’s centrifugal system for coffee pods
Episode 24: Leadership lessons from an engineer in sustainable design
