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O P I N I O N
The power of storytelling
Look beyond the project scope and consider how the client or even the community will be impacted by the improvements your team is making.
W ith the world in virtual mode for the foreseeable future, the quality of the content your marketing team is producing is more important than ever. As marketers, we understand the power a story can hold. In the AEC industry, every project tells a story. It can often seem daunting to our technical staff to determine the direction of a story when they’re deep in the day-to-day scope of the project. But, finding that story doesn’t need to be painful, and I’ve found that the most genuine project stories can be found by just having a general conversation about the project between the marketing and project teams.
Katie Crawford
article. On the other hand, there are many who would rather jump on a call and talk through the project while allowing me to draft the entire article for their review. “I’ve found that the most genuine project stories can be found by just having a general conversation about the project between the marketing and project teams.”
Getting your colleagues engaged in the process can be easier than you think. When I send out a call for content, I get a variety of ideas from colleagues who may not have worked on an article with me in the past. The first step I always take is to determine what level of involvement they want to have in the process. As surprising as it may be to some, many of my technical colleagues actually enjoy writing as it differs so greatly from their day-to-day work. It also helps to remind them that they can lean on me to do the heavy lifting of formatting, editing, providing graphic assistance, and any other way to improve the quality of the
See KATIE CRAWFORD, page 12
THE ZWEIG LETTER MARCH 29, 2021, ISSUE 1385
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