As marketers, your job is to help your firm attract, engage and ultimately acquire new clients. But today's professional services buyers are becoming jaded by the barrage of messaging and content they’re exposed to on a daily basis. They have short attention spans and high demand for brand experiences that add value and are tailored to their needs. So as more and more firms are getting on board with content marketing, it’s not enough to create one-size-fits-all content. Winning the battle for engagement depends on communicating with your audience using content that is contextually relevant to where they are in the customer lifecycle. Simply put—context personalizes the content experience through more targeted and relevant one-to-one interactions. But creating content that truly stands out and resonates with your target audience is no easy task.
This program aims to help attendees understand how to bring context to their content by targeting the right audience, using the right messages and at the right time in the buyer’s journey. Through real-world examples and field-tested best practices, attendees will learn how to better engage their target audiences with marketing that acts more like a magnet and less like a bullhorn.
• Discover why most professional services content falls flat with prospects and clients.
• Define what “buyer personas” are and how to use them effectively.
• Identify how to create contextually relevant and meaningful content using the process of “content mapping.”
• Understand how and when to use various formats and communications channels for maximum impact.
About the Speaker:
Tim Asimos is a recognized thought leader and catalyst for change among A/E/C firms, providing keen insights on modern marketing principles and an uncommon perspective gleaned from nearly 15 years of experience both inside and outside the industry. As Vice President and Director of Digital Innovation at circle S studio, a strategic marketing agency, Tim focuses on helping A/E/C firms grow in today’s increasingly competitive and digital landscape. He leads the digital team to develop innovative strategies in website development, content marketing and online lead generation. Tim is a syndicated blogger and a national speaker on various marketing topics including content marketing, branding, web design, online marketing and technology. An SMPS Member and Certified Professional Services Marketer (CPSM), his A/E/C industry expertise has been featured in numerous publications, blogs, webinars, programs and conferences across the country. He’s also a member of the American Marketing Association and is Immediate Past President of the Richmond, Virginia chapter. He holds a B.S. in Communication Studies and an M.B.A. from Liberty University.
Domain(s) of Practice: 1, 2, 5
Wednesday, October 26, 2016 11:00 AM - 1:00 PM
Kimley-Horn & Associates Inc.11400 Commerce Park Drive, #400Reston, Virginia 20191
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