Confessions of a Content Whisperer: Cracking the Code to Extracting Data from Your Technical Team – EXTENDED

Marketers constantly juggle proposals, presentation development, external marketing campaigns and whatever else their team throws at them. However, in the AEC industry, marketers must rely on our technical experts for input in order to get these tasks done. There hasn’t been much insight into how to actually extract that content from a technical team…until now. This extraction (sometimes referred to as pulling teeth) has easily become one of marketing’s toughest challenges. If you’ve heard, “I’m too busy,” “I don’t know what to write about” or “Why can’t you do it?” when asking for content from your team, this session is for you.

This first part of this session equips marketers with tools to get content from their technical team that help complete proposals, project data sheets, blogs, case studies, papers and all other content marketing pieces. The second part of the session will be an interactive workshop focused on content marketing strategy where attendees will work together to brainstorm new topic ideas and learn how to do the same internally at their company.

We’ll discuss how to gain leadership buy-in, work with familiar AEC internal personas, and apply five methods marketers can use to extract quality content from their team. In a world of continuous proposals, marketers really don’t have time to beg for content and they shouldn’t have to.


Session Learning Objectives:

  • Identify what your team needs to know before contributing content
  • Identify several subject matter expert (SME) personas and their motivations
  • Outline five methods to extract content from your technical team
  • Brainstorm topic ideas with fellow attendees


Session Instructor:  


Danielle Gray
Chief Instigator
Owner, DG Marketing Company

Danielle Gray is a Digital Marketing Strategist with six years of industry experience composing proposals, writing content, running email campaigns, and generating leads online. Along with developing proposals, she helped her former design-build firm grow website visits by 88% and contributed over $150 million in revenue from leads generated from the website in just three years. Now, Danielle is the owner of DG Marketing Company, a digital marketing firm committed to contributing and creating genuine, humanized digital marketing that listens and solves instead of tells and sells. She also speaks around the country about content generation, the importance of digital marketing and social media specifically relating to the AEC industry.

Danielle is a former Division I Basketball Player at Jacksonville University in Jacksonville, Florida and holds both a Bachelor’s in Marketing and MBA from the institution. She now resides and runs her company in Atlanta, Georgia.

Event Schedule:

8:00  – 8:30 AM        Registration, Networking & Breakfast
8:30 – 11:30 AM      Program

Event Pricing:

SMPS Members – $60.00
CPSM Registration – $55.00 (with promo code)
Non-Member – $75.00
Walk-in – $80.00

CPSM CEUs:  3 hours
Domains Covered:  2, 4, 5

November 08, 2017
08:00 AM - 11:30 AM

Pond and Company
3500 Parkway Ln #500
Peachtree Corners, GA 30092

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