Content Marketing Workshop

with Su Butcher

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:

  • Work in a marketing or sales & marketing or managing director role in construction products;
  • Want to improve the quality of specification leads and sales;
  • Are either beginning to develop a content marketing strategy, or
  • Need to improve the efficiency of existing content marketing in their organisation.

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:

  1. Relevance;
  2. Quality;
  3. Digitisation;
  4. Dissemination; and
  5. Measurement.

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.

Just Practising Client SIG Design and Technology are finalists in the 2015 Construction Marketing Awards in the category, ‘Best Use of Content Marketing’ and the workshop draws on this and other successful work by the practice as illustration for some of the techniques introduced.

"I have just attended Su's Content Marketing Workshop and can strongly recommend attending her workshops. Su's expertise in the area is self-evident and her ability and willingness to share her knowledge and experience is greatly appreciated. Her workshops are always thought provoking and offer the opportunity to look at things with fresh eyes and with renewed enthusiasm. Thank you Su.” - Alison Cross, Premier Modular


Participants in the workshop will receive:

  1. A personal workbook containing all the notes and links from the session and in which to record and develop your thoughts during and afterwards;
  2. Membership of the private Content Marketing Workshop Attendees LinkedIn group for further resources and ongoing support after the event.
  3. Refreshments and lunch.

Workshop Agenda

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 
10.30 - Introductions

What is Content Marketing?

How does it fit into a Marketing Strategy?

Content Marketing and Specifiers

11.30 - Tea/Coffee

11.50 - 1. Relevance, 2. Quality

13.00 - Lunch 

14.00 - 3. Digitisation, 4. Dissemination

15.00 - Tea/Coffee

15.20 - 5. Measurement

Reviewing the Five Key Elements

Checklist, Questions and Support

16.00 Close

Cost: £295 + VAT

Lunch and refreshments included

Time 10.00 – 4.00pm

Please note that we are unable to issue refunds on cancellations made later than two weeks prior to the course date.