As more and more people tune out from traditional advertising, businesses find themselves striving to reach customers in new ways. A logical place to start is on social media, where many of us spend a significant part of our day. Enter content marketing: a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Stantec, an international professional services company in the design and consulting industry, is one example of a company that’s using content marketing, in the form of blogs, to reach its target markets effectively. The company has a well-developed editorial process that leverages employee experience for its blogs. Together, technical experts and marketing professionals create and disseminate powerful (and useful) stories that attract potential clients and win new business.
How do you unite a rapidly growing company that has offices all over the world? How do you integrate the work of employees in disciplines that range from architecture to geomatics to wastewater engineering? How do you inspire people who’ve come to your organization through acquisition to buy into your vision? These were some of the challenges facing Stantec in 2011. In consultation with employees, Stantec built a new strategic framework around the concept of community and launched it in 2013. “We have evolved our brand to better reflect who we are and what our clients and employees believe about us,” says Stantec president and chief executive officer, Bob Gomes in a news release. “Our new positioning—focusing on community, creativity, and client relationships—differentiates us in our many market sectors. At Stantec, we design with community in mind: we help our clients meet the needs of the communities we collectively serve.” Four years later, that concept of community pervades all areas of the organization, on its website, in its employee publications and its marketing materials. And social media plays an important role in bringing the strategy to life. Here are three examples of how Stantec uses social networking and collaborative tools to build a sense of community across disciplines and time zones.