Creating content - Thought Leadership Resources

#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?

December 7, 2018
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#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.

November 2, 2018
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#108 Why you need to be ruthless in the topics you choose

How do you sell a new service that’s more expensive, slow and problematic, compared to the tried-and-true current method? You point out how your new solution helps deal with other, more pressing problems that your firm’s clients are facing.

June 29, 2018
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#106 Are you wasting your time trying to publish in the wrong media?

Almost every business professional knows about clients asking for something that they can’t realistically have. Maybe that’s the “Rolls Royce” version of their service, but at “Nissan Micra” prices. Or it’s having an environmental report completed next week, when it will require a year’s worth of site-specific wildlife data.

May 4, 2018
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#105 4 unexpected benefits of creating thought leadership content

Have you ever had a conversation like one I had recently? It was with an environmental scientist with a consulting firm I’ve worked with previously, and I was suggesting she might want to publish some articles that would show her expertise to potential clients.

April 6, 2018
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Tagged under

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

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

#108 Why you need to be ruthless in the topics you choose

#106 Are you wasting your time trying to publish in the wrong media?

#105 4 unexpected benefits of creating thought leadership content

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

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

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

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

#120 How to show your firm’s members are “the safe choice” (and why that matters)

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

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

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

#116 4 steps to helping business professionals generate content

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

#114 Problem children: when articles go bad

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

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

#111 How marketing professionals can help get the best results from public speaking

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

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

#108 Why you need to be ruthless in the topics you choose

#107 Ignore local publications for your firm’s thought leadership content

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