Right Person, Right Message, Right Time: Bringing Context To Content for Big Impact

Thursday, May 18, 2017 1:30 PM - 3:00 PM (Eastern Time (US & Canada))

05-18-2017 01:30 PM 05-18-2017 03:00 PM 15 Right Person, Right Message, Right Time: Bringing Context To Content for Big Impact Right Person, Right Message, Right Time: Bringing Context To Content for Big Impact Online ACEC acec@acec.org false MM/DD/YYYY add to calendar

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This online class carries 1.5 PDHs (Professional Development Hours).

Curriculum Track: Marketing and Business Development

Member Organization: National Events

Faculty: Tim Asimos, CPSM, Vice President, Director of Digital Innovation, circle S studio

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The purpose of marketing 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 session 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.

Learning Objectives: 

  • 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.

 

Registration:
ACEC Members: $199
Non-members: $299

Click here for the faxable registration form
>> Click here to register.

 

Contact:
Maureen Brown
202-682-4349
education@acec.org

 

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Refunds, Credits, Substitutions, and Cancellations

To successfully access an ACEC live or on-demand online class, you must be using Windows 7 or higher.

For cancellations received at least 15 days prior to program date, ACEC will issue a full refund. For cancellations received between 14 days and 3 days prior to program date, ACEC will issue credits toward any ACEC online class, live or on-demand. Credits are valid for 6 months from issue date. For cancellations received 2 days or less before a program date, no refunds or credits will be issued. Refunds or credits will not be issued for "no-shows." Registrants may choose another online class or substitute attendee/s without penalty at any time. Contact education@acec.org for further information.

 

 

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