Dip into content marketing with a CPD

At Edify, we sometimes work with clients who have never used content to market their brand to specifiers. Their brand websites work well from a product point of view – all the products, technical details, BIM and CAD files are easy to find. The latest brochures are available for download, and there might even be a few case studies. While all those elements in the website are necessary, product marketing is only half the story.

Taking your marketing further

Product marketing is great for specifiers already aware of your brand. But in order to reach and engage with new specifiers, you’ll need to offer them useful, relevant content that helps them understand why your company is the go-to brand.

Once convinced of the benefits of becoming a thought leader, marketing teams are usually fully on board with the idea of content marketing. So far, so good, but this concept can become a harder sell to senior management, who may not see the ROI of adding non-commercial content to the website.

For teams who want to dip their toe into content marketing, a CPD is a great place to start. It gives you the opportunity to test out non-commercial content with your external audience; it also gives your sales team a new, bespoke sales tool.

CPDs are an effective sales tool

A well-produced and relevant CPD offers your sales colleagues a clear reason to approach architecture and design practices to present your expertise. Well-executed CPDs are positive and memorable experiences; they enhance the relationship between sales teams and specifiers. When you increase the likelihood of receiving a request for more information about your products or services, you increase the chances of making a sale. Suddenly the fog lifts and the link between content marketing and ROI becomes clear!

Once your colleagues witness the benefits of CPDs for themselves, increasing your content marketing to promote your brand as a thought leader feels logical. The next step might be to add editorial content on your website, which in turn can help you create other exciting and original resources that help specifiers see your brand from a new perspective.