CONFESSIONS OF A CONTENT WHISPERER: EXTRACTING CONTENT FROM WINE-Y EXPERTS

Marketers constantly juggle proposals, presentation development, external campaigns and whatever else their team throws at them. However, in the AEC industry, marketers must rely on technical experts for input in order to get these tasks done. There hasn’t been much insight into how to actually extract that content from a technical team...until now. This extraction (sometimes referred to as pulling teeth) has easily become one of marketing’s toughest challenges. If you’ve heard, “I’m too busy” or “I don’t know what to write about” when asking for content from your team, this session is for you. This session equips marketers with tools to get content from their technical team that help complete proposals, project data sheets, blogs, case studies, papers and other content pieces. We’ll discuss how to gain leadership buy-in, working with specific internal personas and five methods marketers can use to extract quality content from their team.