September 6, 2023 • 20 mins
Here's the deal: I know you're a marketing rockstar, but diving into content marketing without a game plan can lead to what I fondly call 'random acts of marketing.' Yikes, right? Don't worry, because I’ve got your back. In this episode, I’ll give you a set of checkpoints that will help you figure out if your AEC firm is really ready to begin a content marketing campaign.
We kick things off with a chat about what content marketing is and why it's basically a magic wand for AEC firms to establish thought leadership and build solid client relationships. Then, we get to the good stuff. I'm giving you 5 juicy questions to ask yourself that'll help you gauge your firm's readiness for content marketing. Trust me, these are questions that could even double up as killer interview questions for your next job hunt.
And because I love to spoil you with actionable goodies, hang on till the end. I've got a special gift for you that'll literally walk you through this entire process. We're talking about a step-by-step evaluation guide, people!
If you're ready to steer your AEC firm's content marketing in the right direction, or you’re looking to guide your firm’s leaders toward embracing modern marketing strategies, then you definitely don't want to miss this episode. Grab your favorite beverage, put those AirPods in, and let's dive in.
Want more AEC marketing goodness?
- New to proposals? Download my FREE “RFPs for Beginners – The Ultimate Proposal Management Checklist.”
- Stop planning, start creating with my FREE “Ultimate AEC Content Marketing Starter Kit.”
- Follow Lindsay on LinkedIn and Instagram.
- Collaborate with other AEC Marketers in our Facebook Group.
- Purchase bite-sized, on-demand templates and training at the Marketers Place.
- Enroll in online training: The Proposal Pro or Content Marketing Clarity.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Hey there, I'm Lindsay Dibbin and I'm
passionate about everythingmarketing, productivity and
career growth.
With over 17 years ofexperience in the architecture,
engineering and constructionindustry, I know firsthand the
ins and outs of this excitingfield, From my early days as a
marketing coordinator tobecoming an award-winning
(00:23):
marketing professional.
In firm principle, I've learnedthe ropes through countless
late nights and challengingdeadlines.
Now I'm thrilled to bring youthe AEC Marketing Strategies
Podcast.
Here I'll be sharing simple yetpowerful, step-by-step
marketing strategies that youcan implement to achieve the
(00:44):
same level of success.
Consider me your go-tomarketing mentor, someone who
truly gets the unique challengesyou face in the AEC industry.
Whether you're an AEC MarketingPro or industry newbie, this
podcast is your personal coffeedate with your marketing bestie.
Together, we'll navigate theever-changing landscape of
(01:06):
online marketing and digitaltrends, ensuring you stay ahead
of the curve.
If you're ready to unlock themarketing secrets they never
taught you in college and tailorthem specifically to the AEC
industry, then you're in theright place.
Now let's get started.
Hello and welcome back toanother episode of AEC Marketing
(01:29):
Strategies, a podcast that'sdedicated to helping marketing
managers in architecture,engineering and construction
firms navigate the complex worldof marketing in our industry.
I'm your host, Lindsay Divan,and I'm excited to dive into
today's topic that's especiallyrelevant for those of you who
(01:50):
are just beginning to explorethe world of content marketing.
You see, a few months back, Ihad the incredible opportunity
to work with dozens of AECmarketers through my Content
Marketing Charity course.
Over the course of the fourweeks, we dove into crafting
effective content marketingcampaigns.
(02:11):
Now, during the first week ofthe course, we focused on
achieving absolute clarity aboutcampaign specifics, making
seven key decisions that wouldlay the foundation for the
success of the campaign.
However, some of theparticipants were encountering
roadblocks and making thesecrucial decisions often stemming
(02:35):
from a lack of direction orclarity from their firm's
leadership.
So that brings me to today'sepisode.
Before I reopen registration forthe Content Marketing Clarity
course, I wanted to spend sometime with you walking through a
series of checks or signals thatcan help you assess whether
(02:57):
your AEC firm is truly ready fora content marketing campaign.
I understand that divingheadfirst into content marketing
without the necessary supportfrom your leadership, or lacking
the clarity, can lead to what Ilike to call random acts of
marketing.
(03:17):
These are well intentionedefforts that often result in
scattered outcomes, wasting yourtime and your resources and,
frankly, your energy.
Moreover, these hodgepodgeresults from these random acts
of marketing can even diminishyour authority internally, which
(03:38):
is something none of us wants.
And there's a bonus to today'sepisode, too the insights I'm
going to share today can alsoserve as a valuable set of
interview questions.
So, whether you're evaluating anew firm to work for or simply
seeking to fine-tune yourcurrent position, having a clear
(03:58):
understanding of what I'm goingto cover today can make your
role as a marketing professionalat an AEC firm far more
enjoyable and effective.
After all, working for a firmthat already has this clarity is
an incredible advantage andmakes your job well actually
(04:19):
seem fun.
I realize this at the last firmI worked at, and I'm currently
experiencing this now at mycurrent job with Full Sail
Partners.
Let's break it down In today'sepisode.
I'm going to start bydiscussing the significance of
content marketing and the moderndigital landscape, particularly
for AEC firms.
(04:39):
Then I'm going to explore thebenefits that content marketing
can bring your firm, setting thestage for why it's crucial to
get it right.
Then I'm going to dive into theheart of the matter how to
assess whether your firm istruly ready for a content
marketing campaign.
I'll look at aspects like yourgoals, your target audience,
(05:01):
available resources and more.
Then I'm going to talk aboutstarting small and scaling up,
emphasizing the importance of agradual and strategic approach.
If you stay with me until theend, I've got a special resource
for you that will walk youthrough this step-by-step
evaluation.
You'll find out how to get itat the end of the episode, so
(05:23):
stay with me until the end.
I don't know if you can tell,but I'm really excited about
this episode.
I believe that by the end, youwill have a much clearer sense
of whether your firm is ready toembark on a content marketing
journey.
Without further ado, let's diveinto it.
First, let's level set.
What exactly do I mean when Isay content marketing?
(05:46):
Well, content marketing is astrategic marketing approach to
creating and distributingvaluable, relevant and
consistent content to attractand engage a specific target
audience.
It's not about directlypromoting your products or your
services, but rather aboutproviding valuable information,
(06:08):
insights and solutions thataddress your audience's needs
and challenges.
Why is content marketing agreat marketing strategy for AEC
firms, in my opinion?
Well, our industry is all aboutexpertise, innovation, problem
solving, so content marketingaligns perfectly with these
(06:30):
values by sharing your knowledge, your insights, your
experiences through variousformats like blogs, videos,
podcasts, you position your firmas an authority in that
particular area or expertise.
Moreover, content marketing isa powerful tool for building
your brand awareness.
By producing and sharingcontent that resonates with your
(06:53):
target audience, you increaseyour firm's visibility and
recognition.
Over time, this can lead toyour firm becoming synonymous
with quality, innovation,industry leadership or whatever
positioning you desire, and whatpositioning is your goal.
But it doesn't stop there.
Content marketing is a way tofoster meaningful client
(07:18):
relationships.
Through your content, you canaddress common pain points,
offer solutions and evenanticipate your clients' needs.
This not only demonstrates yourunderstanding of their
challenges, but also establishesa sense of connection that can
translate into long-termpartnerships.
There you have it.
(07:39):
Content marketing isn't justabout creating blog posts or
videos.
It's about positioning yourfirm as an industry thought
leader, building brand awarenessand nurturing those client
relationships.
Now let's explore whether yourAEC firm is truly ready to
embrace content marketing asstrategy.
There are five key questions toanswer to determine if your
(08:04):
firm is ready.
Grab a pen and paper and writedown your answers to each as I
go through them.
So question number one are yourfirm's growth goals clearly
defined and aligned?
First and foremost, take amoment to reflect on your firm's
growth goals.
Does your firm have a long-termstrategic plan?
(08:25):
If so, do you have access to it, or can you get access to at
least the narrative about howyour firm wants to grow?
If your firm doesn't have along-term strategic plan, do you
have an annual businessdevelopment plan, Something that
looks out at least over thenext year in states,
particularly like what type ofmarkets, what type of clients,
(08:47):
what type of projects you'replanning to pursue?
Knowing how your firm wants togrow and what that growth looks
like is key for you to startcrafting a content marketing
campaign.
So that was question number one.
Are your firm's growth goalsclearly defined and aligned?
Yes or no?
Question number two Do you havea clear understanding of your
(09:10):
target audience?
Have you identified who yourideal clients are and understood
their needs?
Can you pinpoint the challengesthey're facing?
A deep understanding of youraudience is the foundation of
content that resonates with them.
For more information about this, check out episode 74 for an
(09:30):
in-depth tutorial on how todevelop your ideal persona.
So that was question number two.
Do you have a clearunderstanding of your target
audience?
Yes or no?
Question number three Can youclearly articulate what your
firm does and how it's different.
Take a moment to reflect onthis.
In our competitive landscape, inour industry, having a crystal
(09:54):
clear understanding of yourfirm's unique offerings and
differentiators is essential.
Your content will serve as aplatform to communicate this
distinctiveness to your audience.
So can you succinctly explainwhat sets your firm apart?
This isn't just about whatservices you provide, but how
(10:15):
you provide them differently orbetter than others.
Sometimes it's easier to thinkabout this not as your firm as a
whole, but maybe break it downinto the different markets or
industries your firm serves orthe different service offerings
you provide, and find thedifferences in those.
Crafting content around thesedifferentiators can be a potent
(10:37):
tool in attracting and engagingyour target audience.
So question number three Can youclearly articulate what your
firm does and how it's different?
Yes or no?
Question number four Are youready to commit to content
consistency?
So consider your ability tomaintain content consistency.
Are you prepared to producecontent on a regular basis?
(11:00):
Now, the good thing here isthat this consistency is up to
you.
It can be one new content pieceper month or per week, based on
your resources or budget.
The important thing here isyour commitment to consistency.
So question number four Are youready to commit to content
consistency, yes or no?
(11:21):
Question number five Are youprepared to be patient in seeing
results?
In the fast-paced world we livein, it's important to remember
that content marketing is along-term strategy.
The results might not beimmediate Chances are they're
not but they can be immenselyrewarding over time.
If you're looking to fill yourpipeline with project leads next
(11:45):
quarter, content marketingmight not be the best strategy
to focus on, but contentmarketing can set you up for
next year.
That's why being clear on yourfirm's long-term growth goals is
so important for contentmarketing strategy.
Are you ready to invest thetime and effort required to
(12:06):
nurture your content strategyand see it flourish?
Being patient and understandingthat consistent effort leads to
gradual growth can make all thedifference in your content
marketing.
So let me go through thequestions again.
Question number one Are yourfirm's growth goals clearly
(12:26):
defined and aligned?
Question number two Do you havea clear understanding of your
target audience?
Question number three Can youclearly articulate what your
firm does and how it's different?
Question number four are youready to commit to content
consistency?
(12:46):
And then, finally, questionnumber five are you prepared to
be patient in seeing results?
If you answered yes to all fiveof these questions,
congratulations.
You're ready to embark intocontent marketing In just a few
moments.
I'll give you some tips to getstarted.
If you answered no to any ofthese questions or got some
(13:08):
homework for you, first, shareepisode 68 modernizing AEC
marketing with your team andyour firm leadership.
This gives them high-leveloverview of these modern
marketing concepts specificallyfor AEC firms, with data and
research to back it up.
Again, that was episode number68.
(13:30):
Now let me go through eachquestion again and give you some
action items if you answered noto that question.
So, if you answered no toquestion one, are your firms
growth goals clearly defined?
In the line, If your firmsgrowth goals are clearly defined
or aligned, take this as achance to sit down with your
leadership team.
Align your marketing objectiveswith your firm's broader growth
(13:53):
strategy.
Seek clarity on what the firmaims to achieve and how
marketing can contribute.
This alignment will serve asthe foundation for your content
marketing efforts.
So if you answered no toquestion number two, do you have
a clear understanding of yourtarget audience?
So, you're unsure about yourtarget audience.
(14:13):
So dedicate some time to createdetailed decision-maker
personas.
Conduct market research tounderstand your potential
clients' pain points, challengesand preferences.
This understanding will guideyour content creation and ensure
it resonates with that intendedaudience.
To learn more about thisprocess, check out episode 74.
(14:38):
If you answered no to questionnumber three, can you clearly
articulate what your firm doesand how it's different?
If you can't clearly articulatewhat set your firm apart, gather
some insights from yourcolleagues, your clients, your
stakeholders.
Identify your firm's strengths,unique approaches or
specialized services.
Develop a clear and concisevalue proposition that can be
(15:00):
communicated through yourcontent.
And again, this doesn't have tobe a firm as a whole, but it
might be a certain project typeor client type or service type
that you offer.
Start with that.
Start small.
Question number four are youready to commit to content
consistency?
If you answered no to this andcommitting to content
(15:20):
consistency is a challenge startby conducting a content audit.
Look at everything you'vealready created.
Chances are you already havetons of content that can be
repurposed for your contentmarketing campaign.
Check out episodes 86 andepisode 101 for more information
on repurposing content,including your proposal content.
(15:44):
And then question number fiveare you prepared to be patient
and seeing results?
If you answered no to this andbeing patient and seeing results
is a concern for you.
Remind yourself that contentmarketing is a long-term
strategy.
Keep your expectations foryourself and your firm
leadership expectationsrealistic and focus on the value
(16:06):
you're providing to youraudience.
Lock your progress over timeand use analytics to measure
growth over time.
Recognize that every piece ofcontent contributes to your
firm's reputation and authority.
So, no matter if you answeredyes to all five questions or yes
to just some, it's important tobegin with a manageable plan.
(16:28):
You might be super excited andoverly ambitious of what you can
really do, and I know because Iget this way every time I'm
starting to plan out a newcampaign.
So while I'm talking to you,I'm also reminding myself of
these next thoughts.
I'm encouraging you and me tostart with a reasonable content
(16:49):
creation schedule that alignswith your available resources.
This measured approach allowsyou to test the waters, begin to
start understanding what isresonating with your audience
and then fine-tune your content.
Content marketing is a learningjourney.
As you release your initialpieces of content, play close
(17:10):
attention to the responses fromyour audience, Analyze which
topics generate more engagement,which formats are more popular,
what questions arise.
This valuable feedback loopallows you to make informed
decisions about how to scale upyour efforts effectively as you
gather insights and data fromyour early content efforts.
(17:32):
Use this information to refineand optimize your content
strategy.
Moving forward, You'll be ableto adjust your content calendar,
focus on what's resonating andphase out other content that's
not gaining traction.
This iterative approach ensuresthat your content marketing
efforts become increasinglyaligned with your audience's
(17:54):
preferences and needs.
So remember, starting small andgradually scaling up isn't just
about managing resources.
It's also about makingdata-driven decisions that lead
to impactful content marketingcampaigns.
And as I wrap up this episode,let's summarize the key
(18:15):
takeaways and discuss the nextsteps you can take for your
content marketing.
We started by understanding thesignificance of content
marketing in the AEC industry.
We explored how contentmarketing establishes expertise,
builds brand awareness andfosters client relationships.
And then we dove into assessingyour firm's readiness for a
(18:36):
content marketing campaign.
We discussed the importance ofhaving clear growth goals,
understanding your targetaudience and articulating your
firm's uniqueness, committing tocontent consistency and
embracing patience for results.
I also encourage you to take agradual approach to content
(18:57):
creation, learning from yourearly efforts and refining your
strategy over time.
Throughout this journey, thereare three key principles to
remember Commitment, consistencyand a long-term perspective.
Content marketing isn't anovernight success.
It's a strategic investmentthat yields results over time.
Your dedication to creatingvaluable content consistently
(19:20):
will ultimately build yourfirm's authority and reputation
in the industry.
And now for your next step onthis content marketing journey.
I have something special foryou.
I've put together the ultimateAEC content marketing starter
kit.
If you answered yes to all fiveof the questions earlier, this
gives you the next steps tostart your content marketing
(19:41):
campaign.
And if you answered no to anyof the questions, it helps you
walk through how you can turnthose no's into yeses.
So grab your copy of this freestarter kit over at
marketerstakeflightcom.
Forward slash starter kit orclick the link wherever you're
listening to this episode, Ihope you're feeling a little bit
(20:03):
more equipped to assess yourfirm's readiness for a content
marketing campaign.
Remember, every step you taketowards strategic content
creation brings you closer toyour marketing goals.
In the next few episodes, I'llshare some ways to make your
content marketing even better,and we will even hear from one
of my content marketing claritystudents.
(20:24):
Until next time, bye for now.
Hey there, I'm Lindsay Dibbin and I'm
passionate about everythingmarketing, productivity and
career growth.
With over 17 years ofexperience in the architecture,
engineering and constructionindustry, I know firsthand the
ins and outs of this excitingfield, From my early days as a
marketing coordinator tobecoming an award-winning
(00:23):
marketing professional.
In firm principle, I've learnedthe ropes through countless
late nights and challengingdeadlines.
Now I'm thrilled to bring youthe AEC Marketing Strategies
Podcast.
Here I'll be sharing simple yetpowerful, step-by-step
marketing strategies that youcan implement to achieve the
(00:44):
same level of success.
Consider me your go-tomarketing mentor, someone who
truly gets the unique challengesyou face in the AEC industry.
Whether you're an AEC MarketingPro or industry newbie, this
podcast is your personal coffeedate with your marketing bestie.
Together, we'll navigate theever-changing landscape of
(01:06):
online marketing and digitaltrends, ensuring you stay ahead
of the curve.
If you're ready to unlock themarketing secrets they never
taught you in college and tailorthem specifically to the AEC
industry, then you're in theright place.
Now let's get started.
Hello and welcome back toanother episode of AEC Marketing
(01:29):
Strategies, a podcast that'sdedicated to helping marketing
managers in architecture,engineering and construction
firms navigate the complex worldof marketing in our industry.
I'm your host, Lindsay Divan,and I'm excited to dive into
today's topic that's especiallyrelevant for those of you who
(01:50):
are just beginning to explorethe world of content marketing.
You see, a few months back, Ihad the incredible opportunity
to work with dozens of AECmarketers through my Content
Marketing Charity course.
Over the course of the fourweeks, we dove into crafting
effective content marketingcampaigns.
(02:11):
Now, during the first week ofthe course, we focused on
achieving absolute clarity aboutcampaign specifics, making
seven key decisions that wouldlay the foundation for the
success of the campaign.
However, some of theparticipants were encountering
roadblocks and making thesecrucial decisions often stemming
(02:35):
from a lack of direction orclarity from their firm's
leadership.
So that brings me to today'sepisode.
Before I reopen registration forthe Content Marketing Clarity
course, I wanted to spend sometime with you walking through a
series of checks or signals thatcan help you assess whether
(02:57):
your AEC firm is truly ready fora content marketing campaign.
I understand that divingheadfirst into content marketing
without the necessary supportfrom your leadership, or lacking
the clarity, can lead to what Ilike to call random acts of
marketing.
(03:17):
These are well intentionedefforts that often result in
scattered outcomes, wasting yourtime and your resources and,
frankly, your energy.
Moreover, these hodgepodgeresults from these random acts
of marketing can even diminishyour authority internally, which
(03:38):
is something none of us wants.
And there's a bonus to today'sepisode, too the insights I'm
going to share today can alsoserve as a valuable set of
interview questions.
So, whether you're evaluating anew firm to work for or simply
seeking to fine-tune yourcurrent position, having a clear
(03:58):
understanding of what I'm goingto cover today can make your
role as a marketing professionalat an AEC firm far more
enjoyable and effective.
After all, working for a firmthat already has this clarity is
an incredible advantage andmakes your job well actually
(04:19):
seem fun.
I realize this at the last firmI worked at, and I'm currently
experiencing this now at mycurrent job with Full Sail
Partners.
Let's break it down In today'sepisode.
I'm going to start bydiscussing the significance of
content marketing and the moderndigital landscape, particularly
for AEC firms.
(04:39):
Then I'm going to explore thebenefits that content marketing
can bring your firm, setting thestage for why it's crucial to
get it right.
Then I'm going to dive into theheart of the matter how to
assess whether your firm istruly ready for a content
marketing campaign.
I'll look at aspects like yourgoals, your target audience,
(05:01):
available resources and more.
Then I'm going to talk aboutstarting small and scaling up,
emphasizing the importance of agradual and strategic approach.
If you stay with me until theend, I've got a special resource
for you that will walk youthrough this step-by-step
evaluation.
You'll find out how to get itat the end of the episode, so
(05:23):
stay with me until the end.
I don't know if you can tell,but I'm really excited about
this episode.
I believe that by the end, youwill have a much clearer sense
of whether your firm is ready toembark on a content marketing
journey.
Without further ado, let's diveinto it.
First, let's level set.
What exactly do I mean when Isay content marketing?
(05:46):
Well, content marketing is astrategic marketing approach to
creating and distributingvaluable, relevant and
consistent content to attractand engage a specific target
audience.
It's not about directlypromoting your products or your
services, but rather aboutproviding valuable information,
(06:08):
insights and solutions thataddress your audience's needs
and challenges.
Why is content marketing agreat marketing strategy for AEC
firms, in my opinion?
Well, our industry is all aboutexpertise, innovation, problem
solving, so content marketingaligns perfectly with these
(06:30):
values by sharing your knowledge, your insights, your
experiences through variousformats like blogs, videos,
podcasts, you position your firmas an authority in that
particular area or expertise.
Moreover, content marketing isa powerful tool for building
your brand awareness.
By producing and sharingcontent that resonates with your
(06:53):
target audience, you increaseyour firm's visibility and
recognition.
Over time, this can lead toyour firm becoming synonymous
with quality, innovation,industry leadership or whatever
positioning you desire, and whatpositioning is your goal.
But it doesn't stop there.
Content marketing is a way tofoster meaningful client
(07:18):
relationships.
Through your content, you canaddress common pain points,
offer solutions and evenanticipate your clients' needs.
This not only demonstrates yourunderstanding of their
challenges, but also establishesa sense of connection that can
translate into long-termpartnerships.
There you have it.
(07:39):
Content marketing isn't justabout creating blog posts or
videos.
It's about positioning yourfirm as an industry thought
leader, building brand awarenessand nurturing those client
relationships.
Now let's explore whether yourAEC firm is truly ready to
embrace content marketing asstrategy.
There are five key questions toanswer to determine if your
(08:04):
firm is ready.
Grab a pen and paper and writedown your answers to each as I
go through them.
So question number one are yourfirm's growth goals clearly
defined and aligned?
First and foremost, take amoment to reflect on your firm's
growth goals.
Does your firm have a long-termstrategic plan?
(08:25):
If so, do you have access to it, or can you get access to at
least the narrative about howyour firm wants to grow?
If your firm doesn't have along-term strategic plan, do you
have an annual businessdevelopment plan, Something that
looks out at least over thenext year in states,
particularly like what type ofmarkets, what type of clients,
(08:47):
what type of projects you'replanning to pursue?
Knowing how your firm wants togrow and what that growth looks
like is key for you to startcrafting a content marketing
campaign.
So that was question number one.
Are your firm's growth goalsclearly defined and aligned?
Yes or no?
Question number two Do you havea clear understanding of your
(09:10):
target audience?
Have you identified who yourideal clients are and understood
their needs?
Can you pinpoint the challengesthey're facing?
A deep understanding of youraudience is the foundation of
content that resonates with them.
For more information about this, check out episode 74 for an
(09:30):
in-depth tutorial on how todevelop your ideal persona.
So that was question number two.
Do you have a clearunderstanding of your target
audience?
Yes or no?
Question number three Can youclearly articulate what your
firm does and how it's different.
Take a moment to reflect onthis.
In our competitive landscape, inour industry, having a crystal
(09:54):
clear understanding of yourfirm's unique offerings and
differentiators is essential.
Your content will serve as aplatform to communicate this
distinctiveness to your audience.
So can you succinctly explainwhat sets your firm apart?
This isn't just about whatservices you provide, but how
(10:15):
you provide them differently orbetter than others.
Sometimes it's easier to thinkabout this not as your firm as a
whole, but maybe break it downinto the different markets or
industries your firm serves orthe different service offerings
you provide, and find thedifferences in those.
Crafting content around thesedifferentiators can be a potent
(10:37):
tool in attracting and engagingyour target audience.
So question number three Can youclearly articulate what your
firm does and how it's different?
Yes or no?
Question number four Are youready to commit to content
consistency?
So consider your ability tomaintain content consistency.
Are you prepared to producecontent on a regular basis?
(11:00):
Now, the good thing here isthat this consistency is up to
you.
It can be one new content pieceper month or per week, based on
your resources or budget.
The important thing here isyour commitment to consistency.
So question number four Are youready to commit to content
consistency, yes or no?
(11:21):
Question number five Are youprepared to be patient in seeing
results?
In the fast-paced world we livein, it's important to remember
that content marketing is along-term strategy.
The results might not beimmediate Chances are they're
not but they can be immenselyrewarding over time.
If you're looking to fill yourpipeline with project leads next
(11:45):
quarter, content marketingmight not be the best strategy
to focus on, but contentmarketing can set you up for
next year.
That's why being clear on yourfirm's long-term growth goals is
so important for contentmarketing strategy.
Are you ready to invest thetime and effort required to
(12:06):
nurture your content strategyand see it flourish?
Being patient and understandingthat consistent effort leads to
gradual growth can make all thedifference in your content
marketing.
So let me go through thequestions again.
Question number one Are yourfirm's growth goals clearly
(12:26):
defined and aligned?
Question number two Do you havea clear understanding of your
target audience?
Question number three Can youclearly articulate what your
firm does and how it's different?
Question number four are youready to commit to content
consistency?
(12:46):
And then, finally, questionnumber five are you prepared to
be patient in seeing results?
If you answered yes to all fiveof these questions,
congratulations.
You're ready to embark intocontent marketing In just a few
moments.
I'll give you some tips to getstarted.
If you answered no to any ofthese questions or got some
(13:08):
homework for you, first, shareepisode 68 modernizing AEC
marketing with your team andyour firm leadership.
This gives them high-leveloverview of these modern
marketing concepts specificallyfor AEC firms, with data and
research to back it up.
Again, that was episode number68.
(13:30):
Now let me go through eachquestion again and give you some
action items if you answered noto that question.
So, if you answered no toquestion one, are your firms
growth goals clearly defined?
In the line, If your firmsgrowth goals are clearly defined
or aligned, take this as achance to sit down with your
leadership team.
Align your marketing objectiveswith your firm's broader growth
(13:53):
strategy.
Seek clarity on what the firmaims to achieve and how
marketing can contribute.
This alignment will serve asthe foundation for your content
marketing efforts.
So if you answered no toquestion number two, do you have
a clear understanding of yourtarget audience?
So, you're unsure about yourtarget audience.
(14:13):
So dedicate some time to createdetailed decision-maker
personas.
Conduct market research tounderstand your potential
clients' pain points, challengesand preferences.
This understanding will guideyour content creation and ensure
it resonates with that intendedaudience.
To learn more about thisprocess, check out episode 74.
(14:38):
If you answered no to questionnumber three, can you clearly
articulate what your firm doesand how it's different?
If you can't clearly articulatewhat set your firm apart, gather
some insights from yourcolleagues, your clients, your
stakeholders.
Identify your firm's strengths,unique approaches or
specialized services.
Develop a clear and concisevalue proposition that can be
(15:00):
communicated through yourcontent.
And again, this doesn't have tobe a firm as a whole, but it
might be a certain project typeor client type or service type
that you offer.
Start with that.
Start small.
Question number four are youready to commit to content
consistency?
If you answered no to this andcommitting to content
(15:20):
consistency is a challenge startby conducting a content audit.
Look at everything you'vealready created.
Chances are you already havetons of content that can be
repurposed for your contentmarketing campaign.
Check out episodes 86 andepisode 101 for more information
on repurposing content,including your proposal content.
(15:44):
And then question number fiveare you prepared to be patient
and seeing results?
If you answered no to this andbeing patient and seeing results
is a concern for you.
Remind yourself that contentmarketing is a long-term
strategy.
Keep your expectations foryourself and your firm
leadership expectationsrealistic and focus on the value
(16:06):
you're providing to youraudience.
Lock your progress over timeand use analytics to measure
growth over time.
Recognize that every piece ofcontent contributes to your
firm's reputation and authority.
So, no matter if you answeredyes to all five questions or yes
to just some, it's important tobegin with a manageable plan.
(16:28):
You might be super excited andoverly ambitious of what you can
really do, and I know because Iget this way every time I'm
starting to plan out a newcampaign.
So while I'm talking to you,I'm also reminding myself of
these next thoughts.
I'm encouraging you and me tostart with a reasonable content
(16:49):
creation schedule that alignswith your available resources.
This measured approach allowsyou to test the waters, begin to
start understanding what isresonating with your audience
and then fine-tune your content.
Content marketing is a learningjourney.
As you release your initialpieces of content, play close
(17:10):
attention to the responses fromyour audience, Analyze which
topics generate more engagement,which formats are more popular,
what questions arise.
This valuable feedback loopallows you to make informed
decisions about how to scale upyour efforts effectively as you
gather insights and data fromyour early content efforts.
(17:32):
Use this information to refineand optimize your content
strategy.
Moving forward, You'll be ableto adjust your content calendar,
focus on what's resonating andphase out other content that's
not gaining traction.
This iterative approach ensuresthat your content marketing
efforts become increasinglyaligned with your audience's
(17:54):
preferences and needs.
So remember, starting small andgradually scaling up isn't just
about managing resources.
It's also about makingdata-driven decisions that lead
to impactful content marketingcampaigns.
And as I wrap up this episode,let's summarize the key
(18:15):
takeaways and discuss the nextsteps you can take for your
content marketing.
We started by understanding thesignificance of content
marketing in the AEC industry.
We explored how contentmarketing establishes expertise,
builds brand awareness andfosters client relationships.
And then we dove into assessingyour firm's readiness for a
(18:36):
content marketing campaign.
We discussed the importance ofhaving clear growth goals,
understanding your targetaudience and articulating your
firm's uniqueness, committing tocontent consistency and
embracing patience for results.
I also encourage you to take agradual approach to content
(18:57):
creation, learning from yourearly efforts and refining your
strategy over time.
Throughout this journey, thereare three key principles to
remember Commitment, consistencyand a long-term perspective.
Content marketing isn't anovernight success.
It's a strategic investmentthat yields results over time.
Your dedication to creatingvaluable content consistently
(19:20):
will ultimately build yourfirm's authority and reputation
in the industry.
And now for your next step onthis content marketing journey.
I have something special foryou.
I've put together the ultimateAEC content marketing starter
kit.
If you answered yes to all fiveof the questions earlier, this
gives you the next steps tostart your content marketing
(19:41):
campaign.
And if you answered no to anyof the questions, it helps you
walk through how you can turnthose no's into yeses.
So grab your copy of this freestarter kit over at
marketerstakeflightcom.
Forward slash starter kit orclick the link wherever you're
listening to this episode, Ihope you're feeling a little bit
(20:03):
more equipped to assess yourfirm's readiness for a content
marketing campaign.
Remember, every step you taketowards strategic content
creation brings you closer toyour marketing goals.
In the next few episodes, I'llshare some ways to make your
content marketing even better,and we will even hear from one
of my content marketing claritystudents.
(20:24):
Until next time, bye for now.
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