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Thought Leadership in the Construction Industry
 

Thought Leadership in the Construction Industry

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Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have ...

Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.

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    Thought Leadership in the Construction Industry Thought Leadership in the Construction Industry Presentation Transcript

    • A  lifelong  designer-­‐turn-­‐serial  entrepreneur,  Patrick  King  is  the   founder  of  Imagine,  an  integrated  marke:ng  firm  based  in   Manassas  with  offices  in  Chicago  and  San  Diego.  Their  approach   to  marke:ng  is  known  for  being  clean,  simple  and  direct,   having  created  such  successful  campaigns  for  Rolls  Royce,   Nestle  and  Jim  Beam,  and  now  focusing  specifically  A/E/C  and   law  firms.     Patrick’s  insight  and  advice  on  marke:ng  and  business  strategy   have  been  published  in  a  number  of  books,  magazines  and   industry  websites,  including  Inc.,  SmartCEO  and  others.  He  is  an   ac:ve  member  of  the  Interna:onal  Associa:on  of  Visual  Arts,  a   worldwide  design  judging  panel;  and  contributes  to  the  ITT   Tech  Program  Advisory  CommiTee,  where  he  helps  to  guide   the  direc:on  and  create  curriculum  for  their  School  of  DraUing   and  Design.     Contact:  703  873  7740,  patrick@imaginedc.net  
    • SLIDES FROM THIS PRESENTATION WILL BE AVAILABLE AT IMAGINEDC.NET/TLCI2013
    • The Single Most Important Thing Everything Depends On This Defining Thought Leadership And What It Means to Construction Firms Attaining Thought Leader Status Tools, Timing, Content Building Your Plan So You Can Get Started Right Away Tips & Best Practices Learn From Those Who Learned The Hard Way
    • THE SINGLE MOST IMPORTANT THING In  business,  par:cularly  the  building  trades,   one  thing  has  more  ability  to  grow  or  crush   your  business  than  any  other…  
    • HOW TO BUILD TRUST ONLINE Tradi:onally,  trust  has  been  gained  through  reputa:on,  experience  and   integrity.  As  someone  gets  to  know  you,  they  decide  whether  or  not  to  do   business  with  you.     Doing  this  online  is  the  same  principle.  The  tools  and  planning,  however,   are  totally  different.     It  all  comes  down  to  thought  leadership.  
    • THOUGHT LEADERSHIP According to Forbes:     A  thought  leader  is  an  individual  or   firm  that  is  recognized  as  an  authority   in  a  specialized  field  and  whose   exper:se  is  sought  and  oUen   rewarded.*   http://www.forbes.com/sites/russprince/2012/03/16/what-is-a-thought-leader/
    • SOME (PROVEN) ASSUMPTIONS Most  firms  have  a  wealth  of  experience  and   exper:se  that  isn’t  being  promoted  to  its  poten:al.     Construc:on  firms  using  social  media  and  other   forms  of  online  marke:ng  are  experiencing   significant  growth  over  firms  that  don’t.     Aside  from  price  (ugh),  the  reason  we  choose  to   work  with  a  service  professional  is  based  on  our   trust  in  their  ability  to  do  the  work.   If  we  learn  more  than  we  originally  knew  from   someone,  without  having  to  pay  them,  the   rela:onship  already  gains  value.  
    • ATTAINING THOUGHT LEADER STATUS: YOU’LL NEED THE RIGHT TOOLS Blogs  (your  own  and   those  of  your  peers,  or   anyone  discussing  your   field  of  exper:se).   Social  Media  (there  are   dozens  of  great  sites  –   and  none  of  them  are   Facebook).     Press  Releases  (typically   underused,  but  online   tools  make  them  more   valid).   Ar:cle  Submissions  (on   trade  sites,  these  are   great  for  further   promo:on.  
    • BOTH ONLINE AND OFFLINE STRATEGIES HAVE BENEFITS BENEFIT (WHAT YOU’RE LOOKING FOR) FACE-­‐TO-­‐FACE  INTERACTION   IMMEDIACY  OF  DISTRIBUTION   CAPTIVE  AUDIENCE   REACH   SHARING  POTENTIAL   ONLINE OFFLINE
    • •  •  •  •  •  •  Magazine  Ar:cles   Write  a  book   Seminars   Conference  Speaking   Consul:ng  Gigs   Lunches  &  Happy  Hours  
    • •  •  •  •  •  Start  small.   Prac:ce,  prac:ce,  prac:ce.   Pause  instead  of  “um”.   Don’t  expect  perfec:on.   Know  your  content.  
    • Personal  Informa:on   Speaker  Bio  (include  any  co-­‐presenters)   Title  of  presenta:on  (cri:cal)   Length  of  presenta:on   Summary  of  presenta:on   Outline  your  presenta:on   Learning  objec:ves  of  presenta:on/ benefits  audience  will  receive/end   results   •  References/tes:monials   •  Video,  Audio  and  Suppor:ng   Documents   •  •  •  •  •  •  • 
    • ATTAINING THOUGHT LEADER STATUS: TIMING MAKES A HUGE DIFFERENCE
    • PRACTICES FOR GOOD TIMING Strike while the iron’s hot. Publish  content  when  your  audience  –  or  peers  –  are  in  the  heat  of   related  conversa:ons.  Be  relevant,  but  not  polarizing.     Reduce the steps and barriers to sharing content. Be  prepared  to  iden:fy,  produce,  approve  and  publish  content  in   as  near  real-­‐:me  as  possible.     Don’t obsess over responding to everything in an instant. Some  things  don’t  need  to  be  so  urgent,  and  not  everything  needs  to  be   created  and  published  in  real-­‐:me  to  be  contextually  relevant.    
    • TYPES OF “GOOD CONTENT” Sharing  ar:cles  on  social  media   Sharing  infographics   Emailing  invites  to  events   Commen:ng  in  forums   Commen:ng  on  blogs   Emailing  ar:cles  to  clients/peers   Wri:ng  blog  posts   Wri:ng  ar:cles  for  trade  pubs   White  Papers   Press  Releases  on  Company  Events   Case  Studies   Website  Content  
    • •  •  •  •  •  •  •  •  •  Ask  yourself  “why?”   Avoid  jargon.   300-­‐500  words.   Build  your  “content  network”:  what   you  read,  where  you  get  ideas,  etc.   Add  pictures  to  support  the  text.   Lists  are  effec:ve.   Wrap  it  up  with  a  ques:on.   Always  run  a  spellcheck.   Adhere  to  a  calendar.  
    • *Source: Edison Research (http://www.edisonresearch.com/home/archives/2012/05/the-podcast-consumer-2012.php)
    • •  Always  post  your  content  with  a   ques:on.   •  Not  everyone  is  going  to  agree.   •  Respect  an  opposing  opinion.   •  Remember,  it’s  your  company’s   reputa:on  on  the  line.   •  If  nothing  else,  thank  everyone  that   comments  on  your  content.   •  As  your  audience  grows,  find  your   segments.  
    • •  •  •  •  •  •  LinkedIn  Insights   Facebook  Insights   Google  Analy:cs   Google  Alerts   CustomScoop   NURTURE  
    • 1.  Create  value.       2.  Stay  curious.   3.  Read  widely  and  oUen.   4.  Blend  concepts.     5.  Allocate  :me.   6.  Dare  to  be  different.   7.  Words  alone  are  boring.  Add  pictures.     8.  Use  metaphors  to  help  people  relate.