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Publishing articles

Publishing articles

#124 3 ways marketers can gain cooperation from fee-earners

One of my clients recently asked about how to get better cooperation from the subject-matter experts (SMEs) who are the authors of the content. My work for this firm is mostly around ghosting content based on interviews, PowerPoints and other written materials, and it’s what’s now called “thought leadership content marketing.”

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Reach senior level clients indirectly
Publishing articles

#122 Reach the C-suite indirectly, through the professionals they rely on

If your firm needs to reach senior-level executives – the C-suite – to present your services, it can be difficult to get a chance. Senior people are guarded by assistants, voice mail, a never-ending schedule of meetings, and frequent travel. They’re not likely to see your e-mails, take your calls, return your voice mails, or be at any networking events you can get into.

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Publishing articles

#118 Is your firm reaching all 4 kinds of media read by your ideal clients?

Many professional services firms today are tightening their marketing focus these days, often with a focus of developing and building relationships with certain specific target companies – the “key client” strategy. Marketers are under pressure to do their part in building and retaining their firm’s relationship with these clients.

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What’s the one purpose of your firm’s content? Sales
Publishing articles

#117 What’s the one purpose of your firm’s content? Sales

If you ask many professional firm marketers the purpose of their firm’s content marketing program, they may come back with vague ideas like “to position our firm’s members as thought leaders,” or “To build awareness.” That’s easy to say, but hard to do, and harder yet to verify whether or not it’s working.

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Thought leadership content
Publishing articles

#116 4 steps to helping business professionals generate content

“But it takes so much of their time!” is a frequent complaint that many professional services marketers have about content marketing, followed by, “We can’t get our firm’s busy professionals to generate content.”

Well, yes, it consumes some of their time. But it doesn’t have to take a lot, at least not in comparison to the benefits they receive.

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Publishing articles

#110 What’s the best vehicle for your firm’s thought leadership content?

Are you looking for the ideal marketing vehicle for reaching people with significant budgetary discretion in your firm’s ideal markets? This vehicle needs the following characteristics:

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Publishing articles

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

In this blog, I’ve talked about the value of getting your firm’s thought leadership content published. This post digs into three “bad deals” in making that happen, and how you can avoid wasting your time and money.

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carl@thoughtleadershipresources.com

 

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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