Convincing Your Boss to Invest in Content

As a marketer, you may be ready to get cranking on online content production — but without buy-in from your firm's leadership, it can be hard to get the budget, support, and team members you need to start publishing. While some A/E/C leaders embrace strategic content, others are quick to shut the idea down, insisting that there's “no budget," “no time," or “no point in giving away the secret sauce." This session will prep you for that potentially difficult conversation, detailing everything you need to successfully pitch a content strategy initiative for your firm.

Learning Objectives

During this webinar, participants will:

  1. Gain the tools to explain, with data, how their firm will benefit from a content program.
  2. Learn, and see examples, of how to propose a content plan through storytelling (rather than information overload).
  3. Develop their own outline for an effective (but not overwhelming) one-sheet content plan to share with leadership.
  4. Identify the content metrics that matter most to leadership.

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Recordings of SMPS webinars are available to train your marketing professionals. Learn more


SMPS webinars are sponsored by Cosential

Katherine Leonard

Content Strategist, TOKY

Katherine Leonard is an award-winning content strategist with an extensive portfolio of short- and long-form writing crafted for clients in the museum, education, and architecture industries, including PGAL, Christner Inc., Unispace, and RNL. At TOKY Katherine builds and executes content programs for the agency and clients. Her role includes editorial calendar development, copywriting, editing, blog management, and newsletter development. She also works with TOKY's A/E/C Content Advisory Board — which includes members from HOK, Fanning Howey, and H2M — to identify new and relevant topics for TOKY's A/E/C-focused content efforts.

CEU Credits SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

  • Register
    • Non-member - $259
    • Member - $199
    • *Further discounts may apply once you log in.