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Content Marketing

Investing in professional development and continuing education is critical for professionals who want to enhance their skills. It’s also a necessity for better client service. This belief reminds me of a favorite and well-known quotation from poet William Butler Yeats: “Education is not the filling of a pail, but the lighting of a fire.” To me, this quotation captures that education isn’t static. It’s not something that stops when school ends. Education is a life-long effort and one that requires ongoing work. As professionals, we have a variety of professional development and educational opportunities available to us, especially in the form of professional certifications. Whether working at an agency and serving clients externally or in-house and collaborating with internal stakeholders, professional certifications showcase your commitment to your profession and demonstrate that you continue to hone and refine your craft, which in turn benefits internal and external clients.

Pokemon Go uses augmented reality to “catch” Pokemon in real-world places.

This week has been exciting in that Facebook CEO Mark Zuckerberg announced at the F8 developer conference that we will see more platforms and apps using augmented reality, especially on Facebook and Instagram. This is a further testament to how marketing is moving into the digital landscape and isn’t looking back.

It’s only February and 2017 has already been a wild year for marketing professionals! From fake news to ongoing disruptions in how people consume information, the communications landscape remains challenging. Despite the many hurdles, opportunities abound and there are exciting new ways to reach your target audience in an engaging manner. But, what really works and how do you manage it?

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Elyssa and Ann Wylie in New York City.

Have you taken a step back to look at your content marketing and writing recently?

There’s always room for improvement. That’s why I was ecstatic to attend Ann Wylie of Wylie Communication’s Content Writing Workshop in New York City a couple weeks ago.

With her tips, I learned how to improve readability online by engaging your target audience with shorter writing. Check out some of the key takeaways from the workshop:

Awards1As August and the summer winds down, fall is fast approaching. Not only does that mean pumpkin-spiced everything, but also awards nomination season. Many of the biggest industry awards for A/E/C firms issue their call for nominations in the fall and early winter. Now is the time to start thinking about your best projects and if they’re truly awards worthy. Crating compelling and innovative award submissions can be tricky for architects, engineers, and general contractors. The projects these A/E/C firms tackle are complex and technical. However, if you dig a alittle deeper you might be surprised!

auditThe dog days of summer are here and August tends to be a slow month for many. While a lot of people have their sights on beaches or preparing for back to school, the next few weeks offer a great opportunity to evaluate how your various marketing and communications campaigns are preforming. Taking stock of what’s working and what’s not can ensure that you’re leveraging your resources as best as possible. So before you start thinking about 2017 planning, spend some time now reviewing how campaigns have performed thus far and make adjustments as needed.

influenceAs our society continues to become more social and digital, the rise of influencer marketing has been swift. Influencers offer a number of marketing benefits to raise awareness and promote a product or service. They can connect with target audiences have a lasting impact. Social Times recently noted the rise in influencer marketing. When many of us think of influencers, we immediately jump to big-name celebrities. However, that’s changing too as new research from the Wharton School shows that micro-influencers drive behavior at higher rates that previously thought. Given this evolving marketing strategy, many organizations are trying to determine how to leverage influencers.

computer2In the world of content marketing, the professional services industry has usually been ahead of the curve. Before this now common marketing practice even had a name, professional service providers tried to distinguish themselves through thought leadership and knowledge since that is the basis of their business. Whereas this particular industry sector has been at the forefront of content marketing, the execution of these pieces has not always been beneficial. Here are some best practices for firms to consider when undertaking a content marketing campaign:

blueprintArchitecture, engineering, and construction firms face a variety of challenges when it comes to public relations. The services that A/E/C companies offer are often complex and not highly visible. Firms need to secure permission from clients to discuss projects. There is uncertainty about how to communicate the work to non-professionals. All of these challenges can pose concerns for A/E/C firms, but there are some simple steps that you can use to craft a compelling story.