Creating content - Thought Leadership Resources

#108 Why you need to be ruthless in the topics you choose

How do you sell a new service that’s more expensive, slow and problematic, compared to the tried-and-true current method? You point out how your new solution helps deal with other, more pressing problems that your firm’s clients are facing.

June 29, 2018
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#106 Are you wasting your time trying to publish in the wrong media?

Almost every business professional knows about clients asking for something that they can’t realistically have. Maybe that’s the “Rolls Royce” version of their service, but at “Nissan Micra” prices. Or it’s having an environmental report completed next week, when it will require a year’s worth of site-specific wildlife data.

May 4, 2018
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#105 4 unexpected benefits of creating thought leadership content

Have you ever had a conversation like one I had recently? It was with an environmental scientist with a consulting firm I’ve worked with previously, and I was suggesting she might want to publish some articles that would show her expertise to potential clients.

April 6, 2018
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#104 “Gated content” and “squeeze page” – an online marketing demystifier, Part 2

In blog post #103, I presented the first half of this glossary of terms from the world of content marketing, and how they apply to professional services marketing. Here’s the second half.

March 2, 2018
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#103 “Consumability” and “Easter eggs” – an online marketing demystifier, Part 1

Do you know what a squeeze page is? A lead magnet? How about newsjacking?

All are terms from the fast-growing field of online marketing. Professional services marketing has grabbed the online marketing trend with both hands and both feet. But what passes for wisdom in online marketing sometimes doesn’t work in professional services. Or it works, but only if the ideas are adapted to professional services (see my definition of “Facebook pixel” below).

February 16, 2018
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Tagged under

#108 Why you need to be ruthless in the topics you choose

#106 Are you wasting your time trying to publish in the wrong media?

#105 4 unexpected benefits of creating thought leadership content

#104 “Gated content” and “squeeze page” – an online marketing demystifier, Part 2

#103 “Consumability” and “Easter eggs” – an online marketing demystifier, Part 1

#109 Three “bad deals” to avoid in thought leadership content

#108 Why you need to be ruthless in the topics you choose

#107 Ignore local publications for your firm’s thought leadership content

#106 Are you wasting your time trying to publish in the wrong media?

#105 4 unexpected benefits of creating thought leadership content

#104 “Gated content” and “squeeze page” – an online marketing demystifier, Part 2

#103 “Consumability” and “Easter eggs” – an online marketing demystifier, Part 1

#102 Reach top executives indirectly -- through the advisors they trust

#101 10 reasons why publication editors reject articles

#100 Publication editor’s jargon demystifyer, Part Two

#99 What does that word mean? Your editor’s jargon demystifyer, Part One

#98 Don’t miss out on a powerful way to put content in front of clients

#97 4 ways to make content creation easy (well, easier)

#96 Content strategy that helps your firm recruit the right talent

#95 3 ways to squeeze maximum value from your firm’s speaking engagements

#94 Navigate the hazards of getting your firm published in niche media

#93 3 key questions to kick-start thought leadership content creation

#92 Why your firm’s blog isn’t the best way to reach new clients

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