Crafting AEC content that captivates and inspires learning

Spill The Ink

With endless amounts of stimuli constantly grabbing for our attention, convincing audiences to read complex technical information can be a hard sell. As Kleinschmidt’s marketing and communications director, GinaRenee Autrey pursues opportunities where her engineers can blend creativity and technical expertise. Their goal isn’t to merely distribute information, but rather to inspire audiences to want to learn.

In this episode, GinaRenee discusses how engineering firms can think outside the box to captivate their audiences’ attention, including sharing Kleinschmidt’s recent success with a Shakespeare-inspired article on dam decommissioning. She also reflects on the importance of marketing engineering firms by offering clients easy-to-understand solutions to their complex problems.

Here’s a glimpse of what you’ll learn

• What trends are influencing how engineering firms market their services

• How prioritizing a creative execution has enhanced Kleinschmidt’s approach to thought leadership

• What B2B buyers care about when choosing an engineering partner and how to align your marketing strategy to meet their needs

• How to use webinars to position employees and firms as experts in niche engineering topics

• How Kleinschmidt’s marketing team supports and trains its engineers to become better speakers, even when they’re nervous about appearing in front of crowds

• Why you should incentivize your field teams to take pictures and videos at jobsites

About our featured guest

GinaRenee Autrey is a seasoned marketing maestro with over 24 years of curating and executing comprehensive marketing strategies to elevate business goals. Her approach is results-driven, creative and ever-evolving, aligning with the rapid pace of the A/E/C marketing landscape. GinaRenee has honed a diverse set of skills over the years — from managing successful marketing initiatives and campaigns to public relations and advertising to implementing strategic projects that have fueled growth in targeted markets.

GinaRenee currently serves as program manager for the Kleinschmidt Justice, Equity, Diversity, and Inclusion (JEDI) Council. This role is purpose-driven and close to her heart. GinaRenee is an active member of the Society for Marketing Professional Services (SMPS) and one of the Program Chairs for the 2024 Amplify A|E|C Conference. She is also a member of the Public Relations Society of America (PRSA), and the American Marketing Association (AMA). GinaRenee began her public speaking journey on the stage at the SMPS SERC Conference in 2022. Since then, she’s had the pleasure of engaging audiences at numerous SMPS conferences and webinars, enriching her professional journey even further. GinaRenee hopes to help other marketers through these engagements to realize their full potential and view themselves as “technical experts” in their field.

Resources mentioned in this episode

• Check out Kleinschmidt Associates

• Follow Kleinschmidt on LinkedIn, X and Instagram

• Connect with GinaRenee Autrey on LinkedIn

• Say hello to Michelle Calcote King on X and LinkedIn

• Read Kleinschmidt’s article, “To Be or Not to Be…That is the Dam Question”

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more.

To learn more, visit www.rep-ink.com or email them at [e-mail] today.