A panel discussion with Bill Shander (Beehive Media), Vanessa DiMauro (Leader Networks), Jason Mlicki (Rattleback), and Amanda Walter (Walter Communications) about Connecting with Clients via the Web at KA Connect 2015. 00:20 Panel Introductions 03:25 What is the Buyer’s Journey and what does that have to do with the web? 06:04 How can AEC firms use the web to lead potential clients along the Buyer’s Journey? How much of that journey can be self-guided? 12:05 How do you balance your Content Marketing efforts between Search Engine Optimization and Social Media? Is one more important than the other? 13:57 How do you balance the mix between sharing your firm’s original content and 3rd party content which might be useful to your clients? 16:44 How do you prioritize between the Content Marketing needs and demands of various internal constituencies, for example, market sectors? 22:00 How are leading AEC firms structuring their Content Marketing and Web teams? 27:13 Does Content Marketing replace something that’s already on the AEC marketing team’s plate? Or is Content Marketing an add-on? 30:16 Could Inbound Marketing potentially supplant some of the existing business development activities AEC firms are currently depending on for lead generation? 34:04 How important is it to publish new content on a consistent schedule? 36:16 How should AEC firms think about building meaningful audiences for their thought leadership content? 38:38 Should AEC firms think about buying ads or sponsoring content on social media channels like Facebook and LinkedIn? 40:48 Is Email Marketing experiencing a renaissance? 43:06 Are Microsites still a relevant way to target content to specific audiences? 45:30 If you had to choose, would you recommend Boosted Posts or AdWords for an AEC firm? 46:58 Can AEC firms generate marketing results simply by daylighting existing content, as opposed to creating new content? 52:20 How should AEC firms think about tuning their content to match the specific context or audience of different social media channels? 56:00 What are the key ingredients for a successful, sustainable Content Marketing program?