The challenge
CDB is a heavy-civil builder whose real marketing audience is talent: their customers are transport ministries, but the people they need to reach are the engineers and workers who'll build the next bridge. Award-winning content existed, and the voice was unmistakable. The problem was capacity. The CFO and the content creator were both doing marketing on top of full-time jobs, so consistency depended on someone finding a spare hour.
Scaling output the usual way carried a real risk: looking like every other builder. CDB wanted capacity without giving up creative control.
The solution
Capture the singular voice in Business DNA
Authored French-first for nuance and Québec language compliance, then translated. Business DNA captures the pedagogical "tour de chantier" angle, humour balanced with technical seriousness, the orange-helmet identity, and candid safety storytelling.
A steady, planned cadence
Up to three social posts a week and two blog articles a month, with SEO and LinkedIn cross-posting, planned ahead on the calendar so consistency no longer depends on a spare hour.
A human in the loop
The CSM brings ideation and trend-spotting in weekly then biweekly sessions, so CDB catches moments in time instead of missing them.
Reuse and enhance authentic assets
Existing drone footage and contest-winning photos become fresh angles and short clips per channel. AI enhances real footage and never fabricates, with a human check on technical accuracy.
Recruitment and internal comms
Templates put recruitment posts on a regular cadence, and a workflow helps produce the internal "Petit Journal" with an approval-then-send step.
The results
The cadence is the result: up to three social posts a week rooted in real job-site work, and two blog articles a month with SEO and LinkedIn cross-posting, all planned on the calendar instead of squeezed between a CFO's other responsibilities. The output so far spans the Mois du génie civil series, an International Women's Day concept built on "LA construction," civil-engineering fun facts, refreshed recruitment templates, and an April 1st bridge-humour post that only CDB could have made.
What CDB protected is the point of the story. The voice is authored French-first and stays unmistakably theirs end to end, AI enhances their real footage rather than fabricating anything, and employer brand plus the internal Petit Journal now run on a rhythm instead of ad hoc.
