The recent CMA webcast “Killer Construction Content” demonstrated that content is king! Content marketing is becoming foundational to a modern marketing program. Content supports such goals as awareness, customer retention and lead generation. Marketers are transforming into authors and publishers.
Content marketing is the creation and distribution of educational and/or compelling information in multiple formats to attract and/or retain customers.
Types of content were identified in a 2010 benchmark study from Marketing Profs and the Content Marketing Institute (Link Here). Social media ranked first, followed by such tactics as eNewsletters, blogs, whitepapers and more.
Paul Deffenbaugh shared an editor’s perspective on content development and management including ways to vary formats to build interest, from interviews to “charticles”, lists and case studies.
The complete presentation is available free to Construction Marketing Association members via the Resource Databank (Link Here). Non-members can also download the presentation for a modest fee from the Events archive page (Link Here)
Publish or perish!