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Creating content

Project descriptions should be engaging and interesting, not just the facts
Creating content

#123 How to write project descriptions that help your firm sell

Many project descriptions are just-the-facts descriptions of what was done on a project. This format misses out on some huge opportunities to help sell the firm’s services. To do this, a project description needs to engage the reader, keep them reading, and by the end the reader has learned something useful.

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Content must persuade as well as tell
Creating content

#121 Your firm’s content – getting past “telling” and on to “persuading”

Many of the business professionals I work with are deeply in love with their work. For example, I talked recently with an engineer in Montreal who is a firm believer that a chemical process called electrocoagulation (EC) is the next biggest thing in water purification.

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Creating content

#119 Get past that “But I hate writing!” barrier to thought leadership content

Don Draper had it easy. The brilliant advertising executive of the 1960s-era series “Mad Men” would simply think about a client’s issue, scribble an idea on a table napkin, and his job was done.

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Creating content

#115 How to use content strategy to move into a new market

Does your firm see greener pastures in other markets? Other industries, maybe, or other parts of the world? Your thought leadership strategy can help make that happen.

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Creating content

#114 Problem children: when articles go bad

In his book “The Tipping Point,” Malcolm Gladwell raises the idea that 10,000 hours of practice makes one competent at a task – whether it’s Bill Gates learning to code, or The Beatles performing outside a Hamburg stripper bar.

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Creating content

#113 3 ways to make your content match the way your firm’s clients buy

Is your firm’s content an asset in the sales process for your firm’s services? In too many cases, I hear that the sales cycle is so long and multifaceted that it’s impossible to expect thought leadership content from actually having a noticeable impact.

If it’s not impacting, why are you doing it?

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Creating content

#112 Why helping your firm keep existing clients should be your #1 priority

“80 percent of our company’s business comes from existing clients.”

I heard this recently from a senior member of the marketing team at one of my biggest and longest-duration clients (18 years!!!!). That proportion is true for my firm, and I expect it’s like that for your firm too.

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Thought Leadership Resources

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

Phone: 1.647.998.4057 
carl@thoughtleadershipresources.com