Thought Leadership Resources

#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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#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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#97 4 ways to make content creation easy (well, easier)

One of the challenges of thought leadership marketing is around the amount of time it takes. Many marketing professionals have pointed this out to me – it’s not like creating an ad with a few words of text. It demands time from the marketing team, but more challenging – it demands time from the firm’s senior members, who are already too busy with client work, mentoring, supervising the work of juniors, and project management.

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