A one-day workshop devised especially for construction product manufacturers who want to develop or improve a content marketing strategy.
The workshop is particularly suitable for you if you:
Why Content Marketing? Why this workshop?
Content Marketing is an increasingly popular strategy for B2B marketers, but it can be time consuming and costly. Studies suggest that whilst the amount of content we are creating increases, much of it isn’t effective, isn’t used efficiently, and marketers are not learning from their mistakes.
Content Marketing isn’t new; first examples of its use are popularly traced back to the 1890s. But today’s digital environment and the changing ways specifiers find and use product information have changed the landscape of content marketing so that traditional methods no longer work and new techniques need to be adopted.
In construction some of the focus of marketing has moved from offline, printed content to online forms, following the trajectory of specifiers seeking information and advice online. But is print really obsolete? And more importantly, in an increasingly noisy, complex arena, how can marketers be canny and organised to ensure their content is found and used ahead of the competition?
This workshop will introduce you to the five key elements of good content marketing:
We will help you evaluate your own content by these indicators, and develop a strategy that enables you to produce good, efficient content, use it well and drive traffic, leads and sales.
Delivered by Su Butcher, social strategist in construction, the workshop is specifically tailored to how construction marketing professionals work. With a background in architecture and experience on the specification side, Su has been marketing for 19 years and her consultancy Just Practising Limited has four years of successful construction product content marketing experience to share.
“Su Butcher …is at the crest of the social-media-wave as the leading social strategist in construction. The construction industry is lucky to have her and I cannot recommend her highly enough.”
Bridget Bouch Jablite and Styropack
Participants in the workshop will receive:
The workshop is an interactive mixture of instruction, discussion and individual work.
Participants are actively encouraged to bring examples of their own content, and content they value or want to discuss to the session, in hard copy or online form. These will be used throughout the session as examples which we can work on and learn from.
Please bring a Wifi enabled Laptop to check out examples if you wish.
10.00 Arrive and Tea/Coffee
11.50 1. Relevance, 2. Quality
14.00 3. Digitisation, 4. Dissemination
15.20 5. Measurement
Reviewing the Five Key Elements
Checklist, Questions and Support
Cost: £247 + VAT until 2 October 2015
£295 + VAT thereafter. Lunch and refreshments included
Time 10.00 – 4.00pm
By booking this event, you agree to our terms and conditions.