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