Content is the great equalizer in the design and construction industry, leveling the playing field between smaller boutique firms and mega-firms. “Content” has always been a part of A/E/C marketing strategies – think writing an article for a trade publication or presenting to a conference. Today’s digital tools offer totally new ways to reach prospective clients. Blogs, webinars, white papers, ebooks, videos, case studies, podcasts, magazines, infographics, e-newsletters, and social media are just a few of the more popular approaches. This presentation covers how to implement a content marketing strategy, with examples and case studies of successful applications of this approach.
- Attendees will recognize the myriad content marketing tools available, both online and offline, and experience their effectiveness via case studies.
- Attendees will evaluate the content marketing options to determine which ones make the most sense for their firms.
- Attendees will develop a marketing strategy that includes a plan for generating content.
- Attendees will implement the plan and create regular content focused on educating their target clients and prospects while differentiating from the competition.
Presented by: Scott D. Butcher, FSMPS, CPSM. Scott has written hundreds of blog posts and authored or co-authored fifteen books. He has also authored a number of ebooks and reports, including The Energy Symphony: Tips for Reducing Your Energy Costs … Now, Simplified Project Photography, Sell. Do. Win Business. A Report on How A/E/C Firms are Using Staff to Win More Work, and Social Selling in the A/E/C Industry. Scott has given more than 200 presentations to A/E/C and community groups, and had several dozen articles published in A/E/C media.
This program qualifies for 1.0 AIA LU. Format: Course led by instructor in-person.