Ben Adam-Smith shares an idea he has about using the Internet to communicate the need for incremental lifestyle change as an action to combat climate change. This one-off episode focuses on how you could use content marketing to get your message across. Cesar Abeid from The Construction Industry Podcast is Ben's guest and helps explain how content marketing works.
Interview with Cesar Abeid
Cesar Abeid has agreed to share his experience of content marketing. Cesar is an electrical engineer by trade and he works in Canada for his family business called Remontech. They offer a remote monitoring service to the construction industry, installing cameras on site and providing a live feed back to the stakeholders of the projects. Time lapse video is then linked up to the Gantt chart.
Content Marketing Helped Remontech Reach Potential Clients
Cesar explains that because people are not necessarily searching for these kind of services on Google, he had to reach potential clients in another way. Cesar now produces a podcast that is aimed directly at this niche: The Construction Industry Podcast.
Podcasts Are a Great Way to Learn
Content can exist in many forms, with the main channels at the current time being video, audio podcasting and blogging. Cesar explains that he's a fan of podcasts because they are not passive like radio – you choose the topics you want to learn more about and then you subscribe and download them.
Many Niches do Not Have Significant Players Yet
Cesar has recently been a speaker at the New Media Expo (NMX), which is quite a prestigious event. He believes he was accepted to talk at the event because he's used content marketing in a different way, to promote a service to an industry that is not very well versed in these things. While some niches are crowded, such as how to make money online and how to use content marketing, many niches are in their infancy.
Opportunity is There for Those Who Take the Initiative
Although there are around 750,000 construction companies in the US alone, none of them thought to create The Construction Industry Podcast. Cesar took that initiative. It has also really helped his authority in the sector.
If You Enjoy Creating Content, it Will Keep You Motivated
Although Cesar wrote a blog called The Construction Bridge, it was not his favourite way of producing content. When he creates podcasts he loves doing it, particularly as he's interviewed key figures in the construction industry including the architect of The Burj Khalifa (the world's tallest building), the project manager for the Sydney Opera House, and those responsible for the Panama Canal expansion, and so on.
What is Content Marketing?
The aim is to provide content so you educate or entertain people who are in your target market without directly selling the services and products you provide. Over time it creates trust between you and your target market, so that when they are ready to buy what you provide they will trust you and buy from you.
Resources to Learn About Content Marketing
Cesar gives a list of places that helped him learn about content marketing.
Internet Business Mastery – Jeremy Frandsen and Jason Van Orden teach how to set up an Internet business based around a passion.
Smart Passive Income – Pat Flynn shares a lot of ideas on how to create content and help a community.
The Local Method – Albert Hathazi focusses on how small businesses can market themselves on the Internet.
Site Visibility – Kelvin Newman and the team offer insider tips and practical advice on how to get the most from digital and search engine marketing.
Tribes – Seth Godin
Platform by Michael Hyatt
Crush It – Gary Vaynerchuk
Results Take Time
As content marketing is based on trust, it takes time for people to learn to trust you, to know that your information is good and to understand that you have their best interests at heart. Many people get discouraged after a few months if the engagement isn't there or the statistics aren't what they want. However, if you are persistent enough you will reach critical mass, but it takes time and effort.
Your Message Could be on a Secondary Level
Cesar believes that when it comes to environmental issues, there's an opportunity to reach people who are not in tune with these issues. This is probably best if done indirectly so that we don't end up preaching to the converted. If you are producing content that a certain group wants, whatever the topic might be, you could still create influence on a secondary level.
You Must Target a Niche Audience
We live in an age where if you care deeply about something, you can tell the world about it. Cesar suggests to think about what the message is and at whom it is aimed. Imagine what motivates your target audience (the more highly focussed the niche, the better), what compels them and then create content for them.
Find Out More About Cesar Abeid
Ben Found a Voice Through Content Marketing
Ben explains that he is a big advocate of energy efficiency because it's a win win situation. It saves energy and money, and it also leads to a reduction of CO2 emissions. In fact this is why he set up House Planning Help: to try and promote this action, and point people towards the individuals and companies who really know how to deliver energy efficiency. Ben has used content marketing to find his voice online and it's working.
Ben is convinced that he can help his local town in the same way. Read more about what he is proposing for Hertford.
The Internet is Lacking Voices of Change
Ben says that if he has kids he wants to be able to tell them that he did everything possible to avert the effects of climate change. As part of that he believes there are not enough voices on the Internet that are addressing climate change, even if this is indirectly through any subject. That's why Ben wants to devote one episode to sharing the resources you would need to get your voice heard in today's noisy world. Content marketing is very good for promoting individuals if you have either time or resources at your disposal.
Ben talks about how he has become more aware of climate change since starting the podcast and how his concerns have escalated. Having also recently watched the David Attenborough's series on Africa Ben reflects on how every wildlife programme these days seems to end with a whole episode on the reducing numbers of other species and effects of climate change. With a rising human population, fossil fuel depletion and evidence of significant temperature increase, it doesn't take a genius to work out something has to give.
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