Tag: Cesar Abeid

  • HPH015 : How Content Marketing Could Help to Promote Positive Actions Against Climate Change  – with Cesar Abeid

    HPH015 : How Content Marketing Could Help to Promote Positive Actions Against Climate Change – with Cesar Abeid

    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.

    Cesar profile

     

    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.

    Cesar podcasting

     

    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.

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    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.

    Construction Industry Podcast logo

    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.

     

    Podcasts

    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.

     

    Books

    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.

    Remote cameras going up

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    Find Out More About Cesar Abeid

    – Remontech

    – The Construction Industry Podcast

    – Cesar on Twitter

     

    Transcript

    Download a transcript of the interview with 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.

     

    A Lifestyle Change Feels Inevitable

    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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  • HPH008 : Retrofitting a Victorian House to Passivhaus Standard #1 – with Tom Pakenham from Green Tomato Energy

    Tom Pakenham from Green Tomato Energy describes the practical challenges of making a Victorian house energy efficient. Plus how passive house principles helped a Norwegian explorer in the 1890s.

    Tom Pakenham

     

    Interview with Tom Pakenham

    Tom explains that he wanted to do something about the way we treat the planet and he believed that the best way to do that was by setting up businesses in the environmental sector. It started with Green Tomato Cars, a minicab company which runs on low emission principles. Then the Green Tomato Kit was launched, a green starter kit for the home. The third business in the group is Green Tomato Energy which exists to help people reduce their environmental impact through their homes. They also offer a consultancy service for low energy building.

     

    New Build Not an Option in London

    Tom lives in West London where there are virtually no opportunities for new build and, as he had no intention of moving away from family and friends in the area, it was logical to renovate a property. Most of the building stock is from the late 19th century and early 20th century, and Tom wanted to create a low energy home that was also sympathetic to the cultural heritage and was a beautiful building. A lot of people tend to think of eco homes as looking like bomb shelters or nuclear bunkers. This project set out to dispel that myth.

     

    The Passivhaus Standard is Flexible in Terms of its Application

    Over a year and a half Tom was introduced to Passivhaus. The better acquainted he became with the options, the more attractive the Passivhaus standard became. He particularly liked the fact that it was not a prescriptive way of building and that the principles could be applied to the geometry of the existing structure in order to work out a way of making it perform to the low energy standard.

     

    Attention to Detail is Important

    After selecting your architect and energy engineer, Tom advises to spend time with your design team to make sure what they’re designing will work within your budget and within how you want to live in the property. Don’t rush this planning stage because this is where a lot of time can be saved further down the line. When assembling your team, look for a builder who is not only technically competent but understands what is trying to be achieved and why. This must also filter down to all other workers. If you fail on the detail, then the whole project can come into jeopardy.

     

    Be Prepared to Learn Along The Way

    No matter how much planning is done upfront, when a period property is stripped back there may be some surprises. Tom thinks that as long as you approach the project with an open mind and the understanding that something might change and you might need to learn things as you go along, then you’ll be fine.

     

    The Risk of the Project is More Psychological Than Real

    When Ben expresses a concern about the potential for ruining an old building by carrying out this type of extensive work, Tom reminds him that there is a risk but this is not like jumping down a well! If the project has been designed well and the work has been carried out properly, then it’s not an issue. Its structural behaviour and its energy behaviour is something that can be worked out and designed. Changing insulation or cutting off thermal bridges will have an impact on the joists or brickwork, etcetera, but it can be predicted.

     

    Triple Glazed Sash Windows

    Tom explains some of the challenges around finding windows. In the end he had to have his windows specially made. The top frame is fixed and the bottom pane opens on a tilt or turn mechanism, so you can open it like a door or tilt it inwards. So they’re not actually sash windows. Triple glazed sliding sashes look unlikely to be become popular due to their cost. The issues include the increased weights necessary to balance the extra weight and also how you create a proper airtight seal.

    The big advantage of triple glazing in the city is it acts as a great sound insulator.

     

    Payback in 35 Years

    Although this project was one of the first of its kind, there would still be a straight-line payback in 35 years.  That assumes no capital uplift in the cost of the house. Also as energy prices rise that payback gets shorter and shorter.

    However, Tom doesn’t believe it is helpful to look at it in these terms. He emphasises the comfort and improved air quality of the building: you are creating a great place to live. He gives another example of when you are installing something like a kitchen, you rarely look at the payback and that you really want the great environment it will give you.

     

    Tom’s Top 3 Tips for Renovating a House with Energy Efficiency in Mind

    1. Spend more time planning than you think you need. The work is much easier with a proper plan.
    2. Make sure you have a good team that understand the objectives and buy into the project.
    3. Have enough money to finish. The last thing you want is to be caught halfway through and unable to finish in a completely gutted house.

     

    Watch a Video About This Project (Lena Gardens)

    Tom Pakenham and his design team explain the work that was carried out to this Victorian terraced property.

     

    Transcript

    Download a transcript of the interview with Tom Pakenham.

     

    Energy Efficiency in the 19th Century

    In the last session Ben Adam-Smith mentioned the eco houses from the Home World exhibition in 1981 and he thought that was incredible. However, after attending a talk by Mischa Hewitt from Earthwise Construction at the Retro Expo, Ben is now aware of an eco ship over a century ago.

    ‘The Fram’ of Fridtjof Nansen was a ship built for polar exploration and had many pioneering designs, including in the cabin:

    • Highly insulated cork and felt
    • A triple glazed skylight
    • An airtight layer of linoleum
    • Good ventilation

    According to the 1897 publication ‘Farthest North’ the ship had a stove in the cabin but it was never lit because the temperature was warm and comfortable already. In fact they even thought of getting the stove removed!

     

    Motivating Email

    Ben reads out an email from a listener, Dr James Shorrock, who is about to renovate his own house. He talks about ‘researching the usual heat pump options’ but after listening to the podcast ‘thinks maximising the building fabric/insulation has got to be the best starting point’. Dr Shorrock has also requested a future episode on SIP panels.

     

    The Construction Industry Podcast

    If you like podcasts and you work in construction, Ben recommends checking out The Construction Industry Podcast with Cesar Abeid. There’s relaxed chat with construction professionals, plus Cesar shares some great marketing strategies for your business.

     

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