Content Marketing for AEC Firms

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.

Learning Objectives:

  1. Attendees will recognize the myriad content marketing tools available, both online and offline, and experience their effectiveness via case studies.
  2. Attendees will evaluate the content marketing options to determine which ones make the most sense for their firms.
  3. Attendees will develop a marketing strategy that includes a plan for generating content.
  4. 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 250 presentations to AEC and community groups, and had several dozen articles published in AEC media.