Blogging for Thought Leadership: A Blueprint for A/E/C Firms

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BLOGGING
FOR THOUGHT
LEADERSHIP
A Blueprint for A/E/C Firms

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PRESENTER
TIM ASIMOS, CPSM
Vice President &  
Director of Digital Innovation
@timasimos

POLL:
HOW OFTEN DOES 
YOUR FIRM BLOG?

more visitors
more indexed pages
55%
more
inbound
links97%
434%
43%
of companies who blog
have acquired a customer
from their blog.
of B2B companies who blog
generate more leads than
those who don’t.67%
Source: Hubspot; InsideView

QUESTION:
BIGGEST BLOGGING
CHALLENGE?

BIGGEST BLOGGING CHALLENGE?
1. Content Creation
2. Getting Started
3. Time/Management
4. Technical Experts’ Input

AGENDA
1 Getting Started With Blogging
2 Developing Remarkable Content
3 Optimizing Each Blog Post
4 Leveraging Technical Staff
5 Managing for Ongoing Success
Q&A

1
GETTING
STARTED WITH
BLOGGING

Put a Plan in
Place
1 GETTING STARTED WITH BLOGGING

Identify Your
Key Audiences

Determine
Topics

Identify the
Experts

Develop a
Content
Calendar

Set Goals &
Metrics

Integrate a Blog
Into Your
Website

2
DEVELOPING
REMARKABLE
CONTENT

Focus on
Thought
Leadership
2 DEVELOPING REMARKABLE CONTENT

Stop Selling,
Start Sharing

Create a
Destination for
Learning

Answer Their
Questions

Address Their
Problems

Aid Their Due
Diligence
AWARENESS
ClientProspect
INTEREST /
CONSIDERATION
EVALUATION /
SELECTION

AWARENESS
Audience Objective:
General education, familiarity
with a topic, understanding of
potential problems and needs.
Search Terms: Broad
What is the topic, problem,
issue, need or service?
INTEREST /
CONSIDERATION
Content Objective:
Introduce topics that your firm
has expertise in.
Content Formats:
EVALUATION /
SELECTION
Audience Objective:
Defining problem and needs,
exploring specific solutions and
becoming aware of providers.
Search Terms:
How can I solve my problems
or address my needs?
Content Objective:
Introduce specific services and
solutions that your firm offers.
Content Formats:
Whitepapers
eBooks/Guides
Webinars
Audience Objective:
etting of potential firms for
selecting best option.
Search Terms:
Why should I select your firm
over your competitors?
Content Objective:
Overcome objections and position
your firm as the best option.
Content Formats:
Website
Audience Objective:
Search Terms: Broad
Content Objective:
has expertise in.
Content Formats:
ATTRACT VISITORS CONVERT PROSPECTS CLOSE LEADS
Audience Objective:
Search Terms:
Content Objective:
solutions that your firm offers.
Content Formats:
Whitepapers
eBooks/Guides
Webinars
Website
Audience Objective:
Search Terms:
Content Objective:
your firm as the best option.
Content Formats:
Website
Testimonials

What is Integrated Project
Delivery (IPD)?
AWARENESS
Audience Objective:
Search Terms: Broad
INTEREST
CONSIDERAT
Content Objective:
Audience Objec
Defining problem an
exploring specific so
becoming aware of
Search Terms:
How can I solve
or address my ne
Content Object
Introduce specific se

What Are the Beneﬁts of Using
IPD vs. Design-Build?
ARENESS
e Objective:
cation, familiarity
understanding of
oblems and needs.
erms: Broad
the topic, problem,
ed or service?
INTEREST /
CONSIDERATION
Objective:
opics that your firm
EVALUATIO
SELECTIO
Audience Objective:
Search Terms:
Content Objective:
Audience Objec
etting of potential
selecting best optio
Search Terms:
Why should I sel
over your compe
Content Object
Overcome objection

5 Questions to Ask Before 
Selecting An IPD 
Construction Partner
TEREST /
DERATION
EVALUATION /
SELECTION
e Objective:
oblem and needs,
pecific solutions and
aware of providers.
erms:
n I solve my problems
ss my needs?
Objective:
pecific services and
Audience Objective:
Search Terms:
Content Objective:

Write Quality
Copy

Avoid the
Wrong 
Content

3
OPTIMIZING 
EACH BLOG 
POST

Compelling
Title
3 OPTIMIZING EACH BLOG POST

Supporting
Visual(s)

Introductory
Paragraph

Engaging Body
Copy

Sub-Headers,
Short Paragraphs,
Lists & Bullets

Internal &
External
Reference Links

Concluding
Paragraph

Call-To-Action

Social Sharing
Buttons

Blogging for Thought Leadership: A Blueprint for A/E/C Firms

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