Right Person, Right Message, Right Time, Right Channel
Portland, OR 97201
Effective Content Marketing that Engages and Builds Trust
Today’s professional services buyers are becoming jaded by the barrage of content they’re exposed to daily. It’s not that they don’t want content. They just want to spend their limited time with content that adds value and is tailored to their interests. So as more and more A/E/C firms are getting on board with content marketing, it’s not enough to have a one-size-fits-all approach. Winning the battle for engagement depends on consistently communicating with your audience using content that is contextually relevant to where they are in the buyer’s journey. So how, in this crowded arena, do you make content marketing work for your firm?
Boost your content marketing savvy with this instructive half-day workshop for marketers, business development professionals and firm leaders. You’ll walk away with an understanding of the methodology to design, build and operate an effective content marketing program. Real-world examples and field-tested best practices that will help attendees learn how to better engage their target audiences with marketing that acts more like a magnet and less like a bullhorn.
Who should attend? All levels within A/E/C firms, from entry-level marketers to marketing directors, business developers and principals, who want to activate their firm’s content marketing efforts and achieve high-performance results.
7:30AM – 8:00AM: Breakfast and networking
8:00AM – 12:00PM: Workshop
Part 1: Making the Case for Content Marketing – We’ll clarify what content marketing is and isn’t, explore why its more than just a trendy buzzword and provide a compelling case for why it must be wholeheartedly embraced and prioritized by A/E/C firms. We’ll also look at why most professional services content falls flat with prospects and clients.
Part 2: Right Person, Right Message, Right Time – It’s not about creating content, it’s about creating the right content. So we’ll take a deep dive into understanding how to create content that truly stands out and resonates with your target audience. You’ll learn how to bring context to content by targeting the right audience, using the right messages and at the right time in the buyer’s journey.
Part 3: Managing the Program for Sustainable Success – Content marketing is a commitment, not a campaign. We’ll discuss the necessary program components and how to manage an effective program and ensure long-term sustainability and success.
We’ll touch on a variety of FAQ topics including how to:
- Get technical staff involved in content creation
- Create a content roadmap to guide your efforts
- Use various content formats and communications channels effectively
- Maximize reach and impact of your content
- Keep your content fresh
- Measure success
We’ll also instruct you on the pitfalls to avoid, best practices to follow and share real-world examples to inspire you along the way.
Tim Asimos is a recognized authority and catalyst for change in A/E/C marketing, providing keen insights on modern marketing principles and an uncommon perspective gleaned from more than 15 years of experience both inside and outside the industry. As Vice President and Director of Digital Innovation at circle S studio, Tim leads the marketing agency’s development of innovative strategies in website development, content marketing, lead generation, account-based marketing and marketing technology. A national speaker and syndicated blogger, Tim’s expertise has been featured in numerous industry publications, webinars, programs and conferences around the country. Tim is a longstanding SMPS member and a Certified Professional Services Marketer (CPSM). He’s also a member of the American Marketing Association and is a Past President of the Richmond, Virginia chapter.