Education-based marketing – or content marketing – is the hot trend right now. Design and construction firms have been slow to jump on the bandwagon, although the industry pace setters have been using this approach for years. Blogging is an aspect of content marketing – a way to differentiate your firm, position yourself as a thought leader, generate leads, and level the playing field with larger competitors. But blogging is part art and part science, and for professionals who are not trained writers, it can be intimating. This program delves into bogging benefits, target audiences, potential topics, best practices, and examples of effective blogs. Gaining management buy-in, recruiting bloggers, and blogging platforms will also be discussed.
Learning Objectives:
- Attendees will integrate blogging into their marketing and communications strategy.
- Attendees will utilize blogging best practices to create meaningful, informative blogs targeting their clients and prospects.
- Attendees will position themselves as thought leaders through blogging, creating demand for themselves and their firms.
- Attendees will evaluate alternative blogging platforms to select ones that makes the most sense for their firm.
Presented by: Scott D. Butcher, FSMPS, CPSM. More than 400 blogs into his career as a blogger, Scott is still learning about blogging. He discovered blogging by accident, in 2007 when his son was born severely premature and he needed a way to keep family and friends updated. From there he began blogging for a local newspaper, later creating blogs for two companies, blogging on other sites, and eventually being asked to blog on one of the industry’s most popular websites, Engineering News-Record or ENR.com. He’s presented about blogging to SMPS Central PA and at the 2016 SMPS Fellows Leadership Symposium, held in conjunction with Build Business. He’s also blogged about blogging!
