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Creating content

#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.

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Creating content

#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.

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Creating content

#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.

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Creating content

#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).

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Creating content

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

Does your firm need to reach the top levels within your target clients, if it’s to sell its services successfully?

It could be that your firm does large, long-term projects with budgets that can only be signed off at the highest level. Or, it’s all about helping to create strategic change, and that’s a top-level decision.

As I’ve found out in building my own business, reaching an organization’s top tier can be frustrating.

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Publishing articles

#101 10 reasons why publication editors reject articles

It can be discouraging.

You’ve finally persuaded one of your firm’s experts to write an article for publication. You sent it off to the publication, and never even heard back from the editor. Even a couple of follow-up calls to the editor didn’t help.

So what went wrong?

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20 Mississauga Valley Blvd, Suite 408
Mississauga, ON L5A 3S1, Canada

Phone: 1.647.998.4057 
carl@thoughtleadershipresources.com