Content Marketing is one of the most important marketing approaches in the AEC industry today, and continues to gain traction as firms look to promote thought leadership and elevate their subject matter experts (SME).
More than 90% of Business-to-Business (B2B) marketers use content marketing (Demand Metric). Unfortunately, the architecture, engineering, construction (AEC) and environmental industry typically lags behind other industries (B2B and B2C) when it comes to embracing new marketing approaches, and content marketing is no exception. Is your firm currently embracing content marketing?
The Demand Metric research referenced above found that one-fifth of the time a person spends on the Internet is spent viewing educational content, which costs 62% less than traditional marketing and generates three times as many leads as traditional outbound sales techniques. So why aren’t more AEC firms embracing it?
The lack of understanding about the value of content marketing is one reason, but so is the lack of internal skills necessary for firms to produce effective content.
aecumen is pleased to offer the AEC Content Marketing Training Program to enhance the skills of your team to turn them into content creators!
When an employee publishes or presents thought leadership of value to clients and prospects, they are sharing knowledge and positioning themselves as industry experts. And when your firm has multiple industry experts, your brand is elevated and new opportunities appear. Content is extremely valuable to the selling process as well, whether being shared by your business developers or seller-doers.
People tend to think of content marketing as blogging, but blogging is just one component: research reports, ebooks, white papers, infographics, case studies, presentations, and webinars are some other examples of content marketing approaches.
This can generate a significant increase in traffic to your website and become a new source of qualified leads!
But how do you get started with content marketing?
aecumen’s customizable program will help your firm create a strategy for moving into content marketing, or elevate your current approach, while enhancing the skill sets of your subject matter experts. Topics include:
- Understanding Content Marketing and Its Role in the Marketing Mix
- How Content Helps Business Development
- Generating Website Traffic Through Content Marketing
- The Role of Storytelling in Generating Content
- Creating Content for Specific Audiences and Client Personas
- Online Content Marketing Approaches
- Offline Content Marketing Approaches
- Content Topics are Everywhere – If You Know Where to Look
- How to Repurpose Content for Multiple Channels
- What is “Evergreen” Content?
- Content Marketing Still Needs Marketed
- Making Content Cultural Within Your Firm
The AEC Content Marketing Training Program is led by Scott Butcher, who has written more than 450 articles and blogs as well as 20 books and ebooks. He has also given more than 250 presentations, ranging from programs for local business groups to conference keynotes and breakout sessions to multi-day training programs for companies.
Ready to learn more about The AEC Content Marketing Training Program? Connect with Scott D. Butcher, FSMPS, CPSM at 717.891.1393 or sbutcher@aecumen.com. In addition to being a Certified Professional Services Marketer through the Society for Marketing Professional Services, Scott is also Certified in Content Marketing, Inbound Sales, and Social Media through the Hubspot Academy.
