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.Read more
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.