Content strategy for Autodesk's target audience

The client

As a multinational software corporation that makes software products and services across a number of verticals, Autodesk is changing how the world is designed and made. If you’ve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film, chances are you’ve experienced what millions of Autodesk customers are doing with their software.

From greener buildings and smarter products to mesmerising blockbuster movies, Autodesk empowers innovators everywhere to design and make a better world.

The brief

Autodesk’s mission is to enable innovators to achieve the new possible. With an existing and ever-expanding library of content, Grammatik was tasked with creating dedicated ebooks for both the architecture, engineering and construction (AEC) industry and the design and manufacturing (D&M) industry.

The ebooks were designed to serve as sources of reputable reference for senior executives in each industry respectively, asserting Autodesk as a leader in the space. The focus of each ebook is sustainability, the drive to sustainable business models, actionable insights, customer case studies, and highlighting new business opportunities.

The strategy

Case studies

Net zero is at the front of everyone’s mind, and is a prevalent topic for most industries around the world today. Therefore, customer case studies were a cornerstone of Autodesk’s new ebooks, exemplifying the opportunities for businesses under the new model of sustainability.

A focus on sustainability throughout daily processes helps businesses realize a host of positive outcomes and Autodesk believes sustainability is not only about cost, but also about opportunity.

Third-party research

The ebooks needed to incorporate credible third-party research, industry reports and supporting quotes from Autodesk’s customers, cementing its position as a reliable source of truth on the subject for decision makers in the industry.

With an emphasis on decreasing energy and materials usage, and the added benefit of reducing negative health impacts in society, the ebooks explain the urgency behind sustainability. A United Nations report stated 99% of CEOs believe sustainability will be important to their business.

Insight into key challenges

The ebooks were designed to encapsulate the key challenges and opportunities for each industry. They help identify the drivers, gaps, and opportunities for AEC to achieve more sustainable outcomes, with the ultimate goal of a more resilient, sustainable and equitable built environment in the future.

Just some of the potential opportunities include energy and material cost savings, faster product design and manufacturing times, greater predictability, positive brand image, market differentiation, and customer loyalty.

Furthering the message

Finally, Grammatik saw the opportunity to capitalise on the new ebooks and create supporting materials, such as one-pagers, infographics and videos to further embed Autodesk’s position as an industry leader.