Authority Marketing

AUTHORITY MARKETING

WHAT DEFINING

What is Authority Marketing

WHY STATISTICS

Why Authority Marketing Matters

HOW THE PROCESS

How Authority Marketing is Created

WHO THE BOARD

Who Makes Authority Marketing Content Possible

Austin's well of knowledge runs deep with 143 years of innovative design and engineering solutions. We have always believed in sharing this knowledge with others, as evidenced by our archives' of numerous magazine articles. We continue to innovate and have never wavered in our commitment to sharing our design-build authority with larger audiences.

Once upon a time, print publications were the primary tool to share our expertise. Today publications are digital, and blogs, vlogs, podcasts, webinars, and social media are thirsty for meaningful content. Unfortunately, as difficult as it may be to admit, we haven't had a robust contentsharing approach in recent years. Austin's leadership team felt the need for authority marketing had reached a critical point.

Sharing Austin's expertise needs two elements to be successful: 1) technical experts and 2) a way to tap and capture that expertise to share with a greater audience. Technical expertise is a no-brainer. We have an abundance of talented designers, engineers, and constructors who provide innovative solutions to our clients' complex challenges.

The more significant issue is how do we capture it? How do we turn this expertise into content that positions Austin as the trusted source for design and construction services without over-burdening our technical experts? Leslie Panfil, Austin's Communications Manager, recommended a team approach to overcome these challenges: The Austin Editorial Board.

Your support of Austin's Editorial Board and our approach to authority marketing will indeed play a critical role in positioning Austin as the design-build authority we are. Ways you can support our thought leadership include:

• Share your ideas for content with an Editorial Board member or Leslie Panfil, Communications Manager.

• Be open to authoring content.

• Once published, share Austin's content through your social media accounts.

As you turn the page to learn more about authority marketing and Austin's Editorial Board, I hope you will become as excited as I am to share Austin's design-build expertise with the world.

Warm regards,

WHAT IS AUTHORITY MARKETING?

It’s not only what we do but how we promote it that builds success. And while we may have a strong portfolio that demonstrates our track record, we must generate a variety of high-level, content-focused activities to get noticed in today’s marketplace.

Plenty of companies trumpet their ability to address challenges and complete projects, but we need to be forward-thinking about critical trends changing the A/E/C industry. These days, leading firms sell big ideas. Instead of talking about their latest project, leaders are sharing their vision of trends, technology, and unique solutions.

There’s solid reasoning behind this approach. We don’t sell products or services - we sell solutions, overcome our clients' challenges, and achieve their vision. Authority Marketing allows us to leverage our vision, expertise, and knowledge in ways that establish us as innovators in the marketplace.

Our leaders are professional experts ready to answer the most important questions and highlight significant A/E/C trends. They can also be subject matter experts who can speak to multiple topics, targeting niche audiences. These could include new systems or practices that help clients improve processes, streamline operations, or provide cutting-edge research that has a broad impact across many disciplines and project types.

Even though A/E/C professionals work in teams, Authority Marketing is driven by individual experts. And, while this content boosts the reputation of those individuals, their collective knowledge contributes to and enhances Austin’s overall reputation.

Authority Marketing allows us to leverage our vision, expertise, and knowledge in ways that establish Austin as an innovator in the marketplace.

INSIDE THE NUMBERS

2020 EDELMAN-LINKEDIN B2B AUTHORITY MARKETING IMPACT STUDY

The study confirms that B2B decision makers are spending meaningful time consuming Authority Marketing content. When done well, it can significantly influence brand perception and buying behaviors.

OVERARCHING TRENDS

Almost half of decision makers who engage with Authority Marketing content. They spend at least an hour a week reading content.

There is relatively little high-quality content being produced in the marketplace.

When done well, Authority Marketing content positively impacts brand perception and sales.

Companies need to invest in developing a process for creating Authority Marketing.

48%

ENGAGEMENT

Decision makers spend an hour or more per week engaged in Authority Marketing content.

59%

VET COMPANIES

Decision makers say Authority Marketing content is a way to vet companies they do business with.

Access the complete study here

89%

BRAND IMPACT

Authoirty Marketing content has enhanced their perceptions of an organization.

65%

LEADERSHIP SUPPORT

Most important factor in the success of an Authority Marketing program is leadership support.

49%

SALES IMPACT

Decision makers say Authority Marketing influences their purchasing decisions.

29%

VALUE

Decision makers say they gain valuable insights from Authority Marketing content more than half the time.

58%

DISTRIBUTION SUPPORT

Sharing of content is key to success.

15%

QUALITY

Decision makers rate the quality of the Authority Marketing content as excellent.

CREATING COMPELLING CONTENT

As Communications Manager, I am your bridge between those Austinites who have the expertise and our clients seeking our know-how. I help our technical staff develop compelling topics that engage clients without being too broad or too technical.

Together we align our content with strategic markets to achieve our desired outcomes.

CONTENT IDEAS HIDING IN PLAIN SIGHT

Materials produced for client reviews, in-house presentations, or lectures at a conference may be the perfect starting point for content. Maybe someone presented an interesting idea at a meeting—why not promote it?

While Authority Marketing should be leading-edge thinking, existing ideas can be the springboard for new thought.

CONTENT SOURCES

Trade Publications

Podcasts

Books

Forums

Tradeshow Workshops

Competitors' Websites

Product Reviews

White Papers

Frequently Asked Questions

Webinars

Networking Events

Future Forecasts

Client Conversations

RFP Responses

Industry Organizations

Procedures And Systems

Industry Myths

THE AUSTIN EDITORIAL BOARD

ROLES & RESPONSIBILITIES

Editorial Board members possess industry insight and the technical know-how to serve as QA/QC editors. Deeply rooted in the A/E/C industry, our expertise is ideal for positioning Austin as the leading source of innovation and critical thought.

RESPONSIBILITIES

Generating content topics. Each member is asked to submit no less than three (3) topics for development per quarter.

Assist in identifying subject matter experts to author content.

Serve as QA/QC review for accuracy of technical content.

Participate in (1) one meeting per quarter.

Lead by example, sharing and promoting content on LinkedIn.

Demonstrate a commitment to meeting deadlines.

QUARTERLY MEETINGS

Share three (3) content ideas per board member.

Discuss ways to improve the development process.

Express ideas around how to promote thought leadership.

THE AUSTIN EDITORIAL PROCESS

Topic Identified

Author (SME) Identified

Interview

Communications Manager Crafts Article

Author Review

Editorial Board Member

QA/QC Review

Communications Manager

Final Edit

Publish

PROMOTING AUTHORITY MARKETING CONTENT

THE PART WE ALL PLAY

Everyone has a part to play in the development and promotion of Austin’s Authoirty Marketing content program. Here are a few ways you can help.

Share your ideas. Do you have a hot topic? You don’t have to have all the details nailed down to present your idea to an Editorial Board member or to MarCom. We are always looking for fresh ideas.

Read and share. Have you read a thought-provoking article recently? Share with your Editorial Board member. Existing content can be used as a springboard for original pieces.

Be prepared. You may be called on to serve as a subject matter expert. This involves a 30 min – 1-hour interview depending upon the complexity of the subject. Once the article is drafted, you will be asked to review before it is published.

Promote. We are more impactful together. When you share content through your social media platforms, Austin exponentially increases its market reach. Remember to follow, like, and share content found on our LinkedIn, Facebook, and Twitter pages.

Your participation matters.

Appreciate. Please thank members of the Editorial Board. Like all of us, they have a great deal on their plate. They are dedicating their time and expertise to making Austin a powerful influencer in the marketplace, which stands to benefit us all.

MEET AUSTIN’S EDITORIAL BOARD

YOU CANNOT DISCOVER NEW OCEANS UNLESS YOU HAVE THE COURAGE TO LOSE SIGHT OF THE SHORE