Quality content is information, news, or perspectives that provide value to the readers. Start with what you already have and re-purpose the content. Content does not always have to be a 2,500 word white paper. Short 250 word articles can be as valuable.
For years, I've been able to re-purpose content. For example, that project you submitted for the annual association awards competition can easily be re-purposed into a case history for your website, a blog entry, a subject for an article, an eNews feature and even a tweet.
Projects
Projects are an obvious source of content. Project awards, ground-breakings, and ribbon cuttings are low hanging fruit for AEC firms. Each presents a PR opportunity. Consider getting comments from owners, economic development people and elected officials. These also make for great photo opportunities.
Q&A
Question and Answer features with the executive team or key leaders in your organization can provide significant content that is valuable to readers. While these can be effective, be sure to focus on what is of value to the readers.
Viewpoints
Develop article about key trends and activities in your industry. These viewpoints can be very interesting, relevant and even introspective. Be careful to steer clear of controversial issues. Examples are green construction trend, safety training programs, technology on the job site, emerging trends related to BIM, etc. Content is indeed critical in marketing communications for AEC firms. Having an on-going process to capture, create and disseminate quality content requires focus and commitment. These efforts can go a long way in building awareness, establishing credibility and establishing thought leadership.
