How AEC firms can craft a winning DBIA awards submission

March 26, 2024

The fields of architecture, engineering and construction (AEC) are incredibly competitive. Securing a bylined article in a reputable industry publication isn’t the only way to capture the attention of your desired clients. The prestige associated with winning certain AEC awards (I know, I know, you don’t do it for the recognition) can also bolster your firm’s reputation. But not all awards are the same.

Clients won’t be won over by a participation prize, much less one you paid for! If you deliver design-build projects and you’re going to invest money in an annual award submission, the Design-Build Institute of America’s national or regional Design-Build Project and Team Awards, similar to the organization’s leadership awards, are a great place to start, as they’re incredibly competitive and highly esteemed. They also recognize a wide scope of projects, from vertical construction to various infrastructure sectors like aviation, water/wastewater and transportation.

Because the DBIA Awards are so competitive, they require a lot of diligence and documentation to verify design-build best practices were used to improve the project outcome, a process the DBIA dubbed “Design-Build Done Right®.” Like high school algebra, it’s not enough to show the end result; you actually have to show your work. I know, I know. I’m full of good news today.

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Keeping your emails out of the spam folder

February 27, 2024
Keeping your emails out of the spam folder

Congratulations! You’ve successfully implemented an email marketing strategy to connect with your clients and prospects. Email marketing is a potent tool for getting a high return on your marketing investment. 

But, wait! 

Just a day after hitting ‘send,’ you receive that dreaded message: “So-and-so didn’t receive the email; it went to spam.” Even worse? Your supervisor got the email in their spam folder, causing some pointed questions about just why you’ve been spending time on this.

Don’t panic just yet. 

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Do’s and don’ts of podcast interviews

September 14, 2023

I love a good podcast. The ones that make me feel like the host and guest are standing in the same room are instant favorites — doesn’t matter what genre it is.

Personal entertainment aside, they’re also a fantastic business opportunity for B2B companies. Not only does running a podcast enable you to build brand awareness while creating content for your business and your guest’s, it’s also a great way to build relationships and have meaningful conversations with industry leaders and potential prospects.

But how do you do good podcasting?

I didn’t think this question would be so hard to answer when I first started producing our agency’s podcast, “Spill the Ink.” After all, I’m an avid consumer of plenty of great podcasts and have a background in production and storytelling as a former TV journalist. Why wouldn’t it be easy? While a lot of my skills were transferable, I had to come to terms with the fact that podcasts are unique pieces of content that require their own skillset. 

In my opinion, one of the most important skills you can develop is learning how to conduct an interview. I won’t lie and say that this isn’t going to take a lot of trial and error. But I can at least help get you started on the basics.

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How AEC employees can contribute marketing videos with their smartphones [infographic]

May 31, 2023

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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What legal marketers should know about Google’s ‘helpful content’ algorithm update

March 9, 2023

Google recently launched a “helpful content” update to its search algorithm to prioritize unique and thorough content for its users. In addition, it will now automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful. When Google identifies what it considers deficient pages and websites, it automatically moves them to the bottom of the search results. Think of it as a way for the search engine to separate the wheat from the chaff in the infinite web of information (and misinformation) that is the internet. 

For those in legal marketing and thought leadership, the update could mean fewer users will see your content if it’s not up to snuff. Cue the panic amongst content creators and SEO marketers.

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Contributor networks and bylined article opportunities: What lawyers and legal professionals need to know

December 2, 2022

There are many ways to secure a byline in a key media outlet. While working with a legal PR agency is a surefire method to get in front of the right editors and reporters, it’s just one pathway to publication. Joining a contributor network can be an alternative way to break in — and your PR agency can help with that too.

Think of a contributor network as a bullpen of subject-matter experts a publication relies on to provide one-time articles or ongoing columns. Outlets usually open their doors to contributor network writers to offer practical, boots-on-the-ground stories and opinion pieces that supplement their staff-written stories. Once accepted into a network, lawyers and professionals usually have broad discretion regarding what they can write about, so long as they meet the outlet’s editorial standards and publishing cadence requirements. 

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What AEC firms need to know about Google’s ‘helpful content’ algorithm update

November 30, 2022

Google recently launched a ‘helpful content’ update to its search algorithm to prioritize unique and thorough content for its users. Conversely, it will automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful to those performing the searches. When it identifies what it considers deficient pages and websites, it automatically moves them to the bottom of the search results. Think of it as a way for the search engine to separate the wheat from the chaff in the infinite web of information (and misinformation) that is the internet. 

For those in the architecture, engineering and construction industries, particularly those that partake in B2B marketing and thought leadership, the update could mean fewer users will see your content if it’s not up to snuff. Cue the panic amongst content creators and SEO marketers.

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The legal tech professional’s guide to legal tech podcasts

November 4, 2022

As any legal tech professional knows, staying abreast of the latest developments is critical to be competitive in an ever-changing sector. In another post, we wrote about the blogs and media outlets that cover legal tech. There are also a number of podcasts that also address this sector.  

Legal tech professionals should pull up their podcast app of choice and start browsing through the many offerings out there. Some podcasts focus on leveraging technology to empower and improve law firms, while others are more appropriate for those building a startup or working in-house at a company. 

Regardless of the legal tech podcasts you follow, you are bound to find information that will help you stay in the know and get on the radars of an audience hungry for business opportunities and partners. Here are a few that any legal tech professional should add to their playlist.

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What to do when a thought leader leaves your AEC firm

October 28, 2022

Ascribing authorship of an industry topic to an employee at your architecture, engineering or construction (AEC) firm comes with one glaring risk. What if they leave? That happens. In fact, according to U.S. Bureau of Labor statistics, it happens often. The median tenure for architecture and engineering occupations is just 5.2 years, a little higher than the average wage and salary worker. 

While it may be tempting to publish thought leadership articles under your company’s name or a made-up moniker like “Construction Chip” to avoid the problem altogether, there is a benefit to having a visible expert. 

Clients trust original content presented by an individual more than they do information presented by a brand. In content marketing, specifically thought leadership, the idiom “put a face to the name” proves helpful, and companies benefit when their employees raise their own profile. However, if one of your company’s thought leaders decides to end that mutually beneficial relationship, don’t panic. Here’s what you should do instead:

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Legal public relations: How to get covered by The Wall Street Journal

August 23, 2022

Getting featured or quoted in The Wall Street Journal can be a major coup for any lawyer whose practice intersects with the business world. With its reputation as the standard bearer of news for the financial community, the Journal has established itself as the leading news source for information about the markets, business developments and — most importantly for lawyers — the latest developments in corporate, M&A and securities law. 

Getting that flashy mention in a Journal feature can do wonders for a law firm. For reputation-building, lawyers get to showcase their knowledge on the ins and outs of emerging business and market issues to the global swath of CEOs, board members, broker-dealers, funds and banking institutions that pore over the Journal’s pages every day. 

For online marketing, one or more WSJ backlinks can do wonders for a firm’s SEO rankings, especially for uber-competitive keywords that CPC-centered law firms lurk around. Not to mention the nifty perk of having a Journal hedcut — which, like a Simpsons caricature, is the media world’s way of saying that a professional has arrived. 

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