From Student to Prospect: How Educational Content Qualifies, Nurtures, and Motivates Leads

The words content and content marketing have been tossed around a lot lately, becoming marketing buzzwords almost overnight. But while much has been said about how to create content and on which channels to send it out, few instances have looked at the whole content-nurturing process. Attendees will learn the keys to a carrying out an educational content marketing plan. Through the plan, you'll learn how to increase qualified leads and nurture those leads throughout a guided course of engagement with the firm's specialties and services, using educational opportunities to soft-sell outcomes -- all while positioning the firm as a thought leader. (1.25 SMPS CEUs/1.25 AIA LUs)

Learning Objectives:

• Discover types of content to produce, how to target it most effectively, and how to develop a content calendar.
• Learn practical methods for producing robust educational content without breaking the budget and ways to gain enthusiastic participation from technical professionals.
• Find ways to use educational opportunities to convey your firm's services and expertise to target audiences, fostering progressively closer engagements with qualified prospects. Understanding of A/E/C peers successfully educating target audiences with educational (soft-sell) content.