#134: Distinguishing Between Promotional and Value-Added Content in AEC Marketing
In this episode, I go through how to distinguish between promotional and value-added content, and what the ideal balance of each type of content you should be using in your AEC marketing strategies. Let’s break it down.
Promotional content highlights your AEC firm’s accomplishments, projects, and the hard work of your team. It’s where you get to share and celebrate your firm’s milestones and industry recognition. But alongside this, there’s a crucial component: value-added content. This content provides actionable insights, useful tips, and resources. It’s not about fleeting trends; it’s about genuinely helping and guiding your audience.
The importance of value-added content cannot be understated. It’s about offering expertise and creating a genuine bond with your audience. By focusing on giving value without a sales pitch, you position yourself as a trusted industry expert.
On the other side, while promotional content is necessary to highlight your firm’s achievements, too much of it can feel overwhelming to the audience. Balance is essential. In my approach to AEC marketing, I suggest a 70-30 mix: 70% value-added content and 30% promotional.
Lastly, consistency is pivotal in AEC marketing. By maintaining a consistent voice and quality, you build trust and establish your firm as an industry leader. The essence of AEC marketing isn’t just about promotion; it’s about guiding and providing real value.
In conclusion, effective AEC marketing is about striking the right balance between promotional and value-added content. It’s not just about showcasing services; it’s about showcasing expertise and genuinely helping your audience.
Here are some key takeaways from the episode:
The dual role of each content type – promotional and value-added content.
How to establish trust with your audience without a constant sales pitch.
My recommendation for the right balance of promotional content vs. value-added content.
The pivotal role of maintaining a consistent voice and content quality.
The benefits of consistency in building trust and industry leadership.
The balance between showcasing services and showcasing expertise.
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