The Marketing Minute

October 15, 2025

The Marketing Minute: Marketing With Layers

Marketing to a technical audience is like crafting a multilayer board: Each layer serves a purpose, from the surface story to the buried detail that keeps everything connected. At I-Connect007, we’ve learned that the best marketing campaigns aren’t built linearly; they’re layered. A campaign might start with a highly technical resource, such as an in-depth article, a white paper, or a podcast featuring an engineer delving into the details of a process. That’s the foundation, the substance that earns credibility.

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September 17, 2025

The Marketing Minute: Cracking the Code of Technical Marketing

Marketing is never a one-size-fits-all endeavor, but the challenges are magnified for highly technical industries like electronics. Products and processes are complex, audiences are diverse, and the stakes are high, especially when your customers are engineers, decision-makers, and global partners who depend on your expertise.

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August 20, 2025

The Marketing Minute: Staying Positive When the Market Isn’t

In today’s volatile electronics market, buffeted by tariffs, supply-chain shifts, and squeezed margins, it’s tempting to tighten belts and cut your marketing budget. But history shows us that the quietest brands get forgotten fastest. Staying visible is not a luxury; it’s a competitive advantage.

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July 16, 2025

The Marketing Minute: The First Step to More Sales—Marketing

In today’s competitive B2B landscape, marketing is no longer just a support role; it’s the starting line. Before a PO is ever submitted, marketing has already laid the foundation for the sale. These days, buyers are more informed, selective, and self-guided than ever, and marketing is how they find, evaluate, and build trust in your company.

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June 18, 2025

The Marketing Minute: A Brand Visibility Playbook—Get Seen, Heard, and Remembered

In the competitive world of electronics, recognition isn’t given—it’s earned. With so many companies vying for attention, how do you ensure your brand voice stands out and stays top-of-mind? This month, I’m focusing on building recognition using three high-impact tools: social media, paid advertising, and thought leadership.

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May 21, 2025

The Marketing Minute: Wired for Trust

When it comes to marketing, people aren’t looking for a sales pitch. They want useful insights from someone they trust. That’s where ethos, or credibility, plays a key role. In classic rhetoric, ethos is all about credibility, or how much trust and authority you bring to the table. In modern marketing, it’s still the secret sauce. The best part? You don’t have to be a celebrity or a Fortune 500 brand to earn it.

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April 17, 2025

The Marketing Minute: Strategic Short-form Content Builds Brand Momentum

Last month, I shared how long-form content—like white papers, technical articles, and thought leadership pieces—can establish your company as a knowledgeable, trusted voice in the electronics industry. Long-form content is powerful, but it’s only half the equation. If long-form is the foundation, short-form content is the fuel that keeps your brand top-of-mind and your message moving.

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March 26, 2025

The Marketing Minute: Go Big or Go Home—Long-form Content Is Your Brand’s Best Friend

In a world of 280-character posts and blink-or-you’ll-miss-it social media content, long-form content might seem outdated. But if you want to build a brand people trust—not just recognize—you need depth. The key is producing longer content—articles, white papers, and books.

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February 19, 2025

The Marketing Minute: Trade Shows—The Investment That Keeps on Giving

Think trade shows are only about shaking hands, swapping electronic business cards, and collecting an alarming number of free pens? Think again. In the electronics industry, trade shows are marketing goldmines that can supercharge your brand—before, during, and long after the event ends. It’s more than just showing up; it’s about showing off (strategically, of course).

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January 16, 2025

The Marketing Minute: Building Connections in the Electronics Industry

Welcome to the first edition of The Marketing Minute. As someone deeply immersed in the electronics industry, I’ve seen how this field is not just about circuits and semiconductors; it’s about connections—between components, ideas, and people. Marketing in this niche requires the same principles: building authentic and powerful connections.

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