I’m not against sharing personal content. It can be a powerful way to connect and help people understand who you are beyond your credentials. But LinkedIn is still a professional platform, and not everything personal belongs there. To find the right balance, share with purpose.

Why personal content works

When it’s done well, personal content helps people see who you are, not just what you do. It gives them a sense of your values, your perspective and how you think. That matters because people don’t hire based on credentials alone. They hire people they know, like and trust, and personal stories make you more relatable and likeable.

It also makes your content more memorable. Advice is easy to scroll past. Stories stick. In industries where everyone sounds similar, that can make a real difference.

Where it can become a problem

The issue isn’t personal content itself. It’s the lack of intention behind it. A lot of posts feel unfiltered, shared in the moment or posted simply because they’re likely to get attention. But attention shouldn’t be the goal. Without a clear purpose, personal content can blur professional boundaries, distract from your expertise and business goals or shape how people see you in ways you didn’t intend.

Practical tips for sharing personal content

If you’re going to share something personal, the key is to be thoughtful about both what you share and how you share it. These guidelines can help:

1. Keep it personal, not private. You don’t need to share every detail to be relatable. Tell stories that highlight your values and the lessons you’ve learned from your experiences. (Note that what may feel “too personal” can also vary depending on your profession and target audience.)
2. Don’t just tell a story, share the takeaway. The story draws people in, but the insight is what matters. Be clear on what you want people to get from it.
3. Connect it back to your work. You don’t need a forced or direct link to your business, but it should tie back. What does this say about how you think, what you value or how you work with clients? Otherwise, you’ll get attention, but it won’t do much for your business.
4. Don’t post in the moment. Give yourself time to reflect. Share thoughtfully, not reactively, especially with more personal topics.
5. Consider your motive. If you’re sharing something primarily because you think it will get engagement, it usually shows. Focus on saying something meaningful instead.
6. Stay true to who you are. If sharing personal stories with acquaintances or clients doesn’t feel natural to you, don’t force it. People can tell the difference.

Remember that everything you post reflects your brand. Your personal stories aren’t separate from your professional identity; they are part of it. What you share contributes to how people perceive you and whether they see you as someone they want to work with.

When you share with the right purpose, you build the kind of trust that leads to relationships and clients.

If you need help with your LinkedIn, contact us for a consultation.

What happens before a prospect calls

Whether a prospect found you online or was referred to you, they rarely call you right away. First, they Google you, review your website, scan your LinkedIn profile and read your content to decide whether you are a good fit. By the time they reach out, their decision is more than halfway made. Your content validated the referral, confirmed your credibility and shaped their expectations. Or it didn’t, and you lost the prospect before they called.

Strong content is no longer optional reinforcement. It is part of the referral process itself.

If you want prospects to feel like they already know, like and trust you before the first conversation, here’s what to do:

1. Answer the questions clients actually ask

The most effective content addresses the frequently asked questions you get in client conversations. When someone finds a clear answer to the issue they’re worrying about, you shift from being a firm with good credentials to someone who understands their situation. That provides reassurance that you can help them, and reassurance builds trust.

2. Show how you think, not just what you do

Most websites describe services instead of demonstrating judgment. Clients want to know how you approach problems, what you prioritize and how you weigh benefits and risks. Use your content to make your thinking visible. Explain how you assess and handle situations. When prospects can see your reasoning, they feel like they are getting to know you and gain confidence in your ability to guide them.

3. Let your voice reflect who you are

“Know, like, and trust” develops through tone as much as substance. If your writing sounds like every other firm in your field, it reveals nothing about you. Prospects are looking for cues about what it would feel like to work with you and speak to you. Your content should sound like you. Are you direct or diplomatic? Warm or no-nonsense? When someone reads your article and thinks, “I like how they explain this,” they begin to feel comfortable, and comfort builds likability and trust.

4. Be consistent

Trust rarely develops from a single article. It grows through repeated exposure. When prospects see that you publish regularly, you come across as more credible and reliable. Consistency doesn’t require constant output. It requires commitment. A steady cadence signals confidence, stability and staying power.

5. Share perspective, not just information

If you’re explaining the same regulation or strategy as another firm, you need to set yourself apart in how you interpret it, what you emphasize and what advice you give. When you share your viewpoint and insights, prospects begin to understand your values and priorities. That, in turn, helps them determine whether you are the right fit for them.

The role of content

For professional service firms, content is less about attracting strangers and more about reinforcing referrals. The referral introduces you. Your content confirms your credibility, demonstrates your thinking and reduces uncertainty before the first conversation ever happens. That makes it much more likely that you will be hired.

Great content may not guarantee you get the business, but neglecting your content and online persona can easily lose you that referral.

If you want to improve your content and convert more prospects to new clients, contact us for a consultation.

Professional service firms tend to do a poor job of tracking leads. At best, they ask prospects a single question about how they heard about the firm, but that’s where it ends. They don’t go deeper. Many also don’t keep the information in a database or regularly review the data they collect for insights.

Understanding what goes into getting new business can be complicated, but it’s crucial.

What made a prospect trust you enough to call?

In professional services, hiring decisions are built on trust. Prospects are rarely comfortable calling someone they’ve truly never encountered before.

More often, the path looks something like this:

– A prospect got your name from one of your contacts, saw your content (your article, presentation, LinkedIn post, etc.) or met you at an event.

– Later, they visited your website, looked you up on LinkedIn and Googled you. Maybe they signed up for your emails, followed you on LinkedIn or reached out to some of your LinkedIn contacts who they also knew. This could have happened immediately or months later because they weren’t quite ready to talk.

– They may also have compared what they found out about you with other professionals who were also referred to them, or they came across when searching online.

When asked how they found out about you, they answered Google because it was the final step and the one that confirmed your credibility. But a Google search didn’t create the trust. It simply validated it.

Why did your contact introduce or refer you?

Another common scenario involves referrals and networking. Many firms will say, “We get all our business from referrals.” At a high level, that’s often true.

But referral sources are reluctant to refer someone they don’t know, like and trust. When you look more closely, those referrals are usually supported by other efforts, such as:

– Email newsletters that keep your name top of mind

– A professional, up-to-date website that establishes credibility

– Social media posts that demonstrate how you think

– Articles, presentations, or media mentions that reinforce your expertise

Networking may spark the relationship, but it’s rarely the only thing sustaining it.

Referrals still need reinforcement, especially in competitive markets where your contacts know multiple firms that do what you do.

Why should you track the path to hiring?

Prospects and referral sources are cautious. They look for signs that they can trust you before making a decision. As a result, firms must consistently demonstrate their expertise and stay top of mind using multiple channels. Because of this, it can be almost impossible to attribute new business to one specific activity. Yet, many firms do just that. They pick one source.

The problem is that if you assume your business comes mostly from Google or networking, you may:

– Underinvest in content that builds trust

– Let your website or LinkedIn presence stagnate

– Rely too heavily on a single channel, missing other ones that influence hiring decisions

– Lose out to your competitors who invested in marketing

A single tactic isn’t likely to bring success anymore. Professional services marketing works best as an integrated whole, where each channel supports and amplifies the others.

How can you improve lead tracking?

Instead of stopping at “How did you hear about us?”, go deeper. Ask prospects:

– Who first mentioned our firm to you and when?

– Were you referred to us for your current matter, and if so, by whom?

– If you first found us through an online search, what terms were you searching?

– What made you feel comfortable reaching out now?

– Did you review our website or social media, or Google us before contacting us?

– Have you read any of our content, heard us speak or received our emails?

You don’t need every answer every time, and depending on the responses, you may want to ask other follow-up questions. The point is to uncover what influenced the prospect, not just the first or last touchpoint.

You can also check whether you’re already connected to the person on LinkedIn and if they are in your email database. If you have a CRM or other database, you should track all interactions with prospects and referral sources, even if you haven’t gotten business yet.

Pay attention to patterns. Where are people learning about you? What information have they gathered about you and from which sources? The most important question isn’t where a lead technically came from; it’s what created enough trust for them to reach out.

When you understand that, you stop solely crediting Google or networking and start investing in the channels that quietly affect decisions long before the first call.

Need  help with your marketing, contact us for a free consultation.

Here are 6 marketing trends to help you stand out and stay competitive.

1. Position yourself as an expert / thought leader. Thought leadership has always been important, but the bar is higher now. Clients and referral sources want real insights, not summaries, especially in the age of AI. They’re looking for professionals who can interpret developments, provide practical guidance, offer a point of view and explain why something matters.

The biggest shift is to go narrow. Instead of trying to cover everything, pick a few core themes that reflect your strengths and goals. Create content around those topics, demonstrate depth and make it easy for people to connect the dots between your expertise and their needs. Then, repurpose and repromote your content extensively to expand your reach without adding more work.

2. Leverage AI as a smart tool, not a replacement. AI tools are getting more powerful and making it easier for smaller firms to compete with larger ones with bigger marketing budgets. However, they work best in the hands of experienced people. AI can help with research, drafting, data analysis, competitive insights and even outreach. What it lacks is creativity, perspective, authenticity and accuracy.

If you’re new to AI, test the waters with simple tasks. Use AI to get past the blank page and increase efficiency, not as a final product.

3. Focus on answering questions, not keyword stuffing. Online search continues to move toward natural language. While keywords are still important, many people now research by asking specific questions. Google’s AI or other tools then deliver an answer compiled from across the web. Having answer-based content can help you show up as a source for the AI overview and one of the top search results. This content also demonstrates your expertise when contacts and referrals check you out online.

A good way to begin is to make a list of FAQs and publish the answers on your website. Group them topically so answers on related subjects are easily found and link them to relevant pages within your site. This makes your site easier to navigate and shows Google the depth of your expertise. (FYI, your thought leadership content should also be organized in this way.)

4. Expand personal branding. In small firms, personal branding has traditionally centered on the rainmakers. What’s changing is where and how that brand is built. People now expect to learn about you online. A strong LinkedIn presence, visible expertise and stories about your personal and professional life help make you more relatable, credible and trustworthy.

Personal branding also shouldn’t rest on a few partners. Having more professionals within the firm build their reputation in person and online expands the firm’s reach, shows depth of expertise and strengthens the overall firm brand.

5. Actively engage on LinkedIn. LinkedIn has shifted to a platform that encourages conversations. The algorithm now favors interaction and discussion over self-promotion. To expand visibility, don’t just post; engage. Comments, videos and personal stories help professionals connect more authentically with their networks.

Spend 10–15 minutes several times a week commenting, posting and engaging with contacts to stay top of mind and build credibility.

6. Integrate relationship marketing and digital marketing. Digital marketing is essential, but it works best when paired with relationship-building. Staying in touch with the people who already know and trust you is still the most reliable way to generate business.

What’s different today is the ability to build a system for this and prioritize your key contacts. CRMs can remind you when to reach out. Emails can deliver personalized updates. Social listening tools alert you to relevant news. Combined with content, newsletters, social media and events, this creates steady, meaningful touchpoints.

At its core, marketing for small firms is about making it easier for the right people to trust you. Focus on showing up consistently, sharing what you know and strengthening the relationships that already drive your business.

If you’re not sure where to start, pick one small change from this list and commit to it for the next 90 days.

Need help with your marketing, contact us for a free consultation.

The problem? That’s not what potential clients are looking for. They come to you because they have a problem to solve, a goal to achieve or a concern keeping them up at night. If your marketing doesn’t speak directly to those questions, they’ll quickly move on to someone who does.

The good news is that attracting more clients (and referrals) doesn’t require flashy marketing. It just requires listening carefully to the questions your clients ask and then building your content around answering them.

Why Answering Questions Builds Business

When your marketing focuses on addressing real client concerns, several things happen:

• You build trust. Clients see you understand their challenges and know how to help.
• You become memorable. When referral partners hear someone ask a question you’ve already addressed, they’ll think of you.
• You save time. Instead of struggling for content ideas, your clients give them to you.
• You show expertise naturally. Sharing useful answers demonstrates credibility without feeling like a sales pitch.
• You attract better leads. People searching online often type in their exact questions. If your content has the answers, they’ll find you.

Think of the difference between an accounting firm talking about its business advisory services vs. having content focused on how an owner can keep more cash in their business. Or a law firm outlining its regulatory practice vs. providing information to prospects on what regulations apply to their business/industry. One is about “services offered;” the other focuses on client-driven questions.

How to Build Marketing Around Client Questions

If you want your marketing to be more client-centric, here’s a simple process:

• Listen carefully. Keep track of the questions clients ask you most often. You can also ask them about their challenges or concerns and do research into trends and issues that may be impacting them.
• Look for patterns. Group client questions into a few broader themes.
• Make a list. Pick 2–3 key themes to focus on first. These should be ones that reflect the firm’s main areas of expertise, strengths, priorities and its target audience’s interests.
• Break it down. The themes should be broken down into related subtopics that can become individual pieces of content. Think of the hub and spokes of a wheel.
• Create helpful content. Develop blog posts, videos, social media posts, webinars and other forms of content that delve into specific subtopics.
• Organize the information. Make it easy for someone to find related content on your site. Create a comprehensive hub page for each theme, then link to content that goes deeper into subtopics.

Best Practices for Making This Work

Once you’ve identified your themes and subtopics, keep these best practices in mind:

• Keep the client’s perspective front and center.
• Publish consistently to build momentum and visibility.
• Repurpose content into different formats and promote them across multiple channels to maximize reach.
• Use visuals (charts, infographics, videos) to simplify complex information and attract attention.
• Update content regularly as clients’ concerns and market conditions evolve or new developments occur.

By consistently focusing on client concerns, you’ll build trust, stay top of mind and make it easy for clients and referral sources to know exactly when and why to turn to you.

If you need help with your marketing or content, contact us for a consultation.

Here are 10 things to check now to make sure your website is working for you.

1. Is your core content up to date?

Review your Home, About, Services, Bio and similar pages for inaccurate or missing information. Have you recently launched or dropped services or prioritized certain types of clients? Are there time-related references that should be updated, such as your years in business or mentions of “recent” activities that are old? Are you using dated terminology or images? Have you included recent achievements, speaking engagements, certifications or media mentions? Your website should reflect the best and most current you.

2. When did you last add a blog post, article or news item?

If you have a blog or page with news or publications, it needs to have recent content. Your last blog, article or news item shouldn’t be from years ago. It sends the wrong message. You want to demonstrate that you’re active, well-informed and regularly share your expertise.

3. Do you highlight recent client successes or testimonials?

People trust what others say about you more than what you say about yourself. If your success stories are clearly old or you don’t have testimonials, you’re missing an opportunity to build credibility.

4. Is your website mobile-friendly?

More than half of all web traffic comes from mobile devices. Pull up your website on your phone. Is it easy to navigate? Does the layout adjust properly for smaller screens? If not, it’s time for an upgrade.

5. How quickly does your site load?

Visitors won’t wait more than a few seconds for your site to load before they leave. Google will also factor in site speed when determining which websites to show at the top of search results, with faster sites more likely to rank higher. Test your website speed using these tools.

6. Do you have any broken links, malfunctioning forms or integrations or outdated downloads?

Click through your main pages and check for links that lead to nowhere, features that don’t work or old downloadable PDFs. These create frustration and suggest you’re neglecting your site.

7. Are you using clear calls to action (CTAs)?

Every page of your site should help guide the visitor to the next step, whether that’s contacting you, linking to more information, signing up for something (webinar, newsletter, etc.) or scheduling a consultation. Make sure your CTAs are clear, relevant and easily seen.

8. Does the design still represent your brand?

Design trends evolve. Even small tweaks like updating colors, photos or font choices can give your site a modern feel. Look at the websites of some of your competitors. If your website feels dated or doesn’t match your current brand identity, it might be time for a refresh.

9. Do you have analytics set up (and are you checking them)?

Your website can tell you a lot about what’s working and what’s not. Tools like Google Analytics or your website’s built-in stats can show you where visitors come from, which pages they spend the most time on and where they drop off. Regularly reviewing this data helps you make smarter decisions about updates and improvements.

10. Is your site secure and maintained?

If you use WordPress or another content management system, regular updates to the platform, plugins and themes are essential for security. An unmaintained site is a liability and could be vulnerable to hacking.

A website that looks professional, functions smoothly and reflects your current business builds trust and drives growth. By reviewing these 10 areas regularly, you ensure your digital presence stays aligned with your business goals and your clients’ expectations.

Need help evaluating your site? Contact us for a consultation. We can assess your site to determine whether it’s working for you.

The truth is that you must do both to be successful.

Marketing helps people find and trust you. It boosts visibility, builds credibility and keeps you top of mind.

Business development cultivates relationships that lead to actual clients and referrals.

This concept was reinforced for me at a recent Legal Marketing Association program on business development (BD) by David Ackert. It focused on overcoming the challenges many professionals face when it comes to BD. But it also highlighted how marketing can support BD.

One of the most valuable takeaways was to concentrate on your “Short List.” These are your key relationships most likely to lead to new business or referrals.

Once you’ve identified your Short List, you use a mix of marketing AND business development tactics to move them through what Ackert calls the 7 Stages of Engagement that go from initial awareness to becoming loyal clients or referral sources.

To be successful in this process, you have to consistently show up.

According to Ackert’s research, it takes about 14 meaningful interactions spaced 4–6 weeks apart to build enough trust for a client conversation to even happen. That’s more than one lunch meeting or “Just checking in” email. It’s a sustained, deliberate effort.

The good news is that not all those interactions need to be one-on-one. Your marketing counts.

Every time you share helpful content on your website, social media, email and third-party sites, it is a valuable touchpoint that reinforces your credibility and keeps you top of mind to support your business development.

For example, you should post on LinkedIn as part of your marketing, but also pay attention to what your contacts are sharing to learn more about them for business development purposes. Comment on their LinkedIn posts and respond to comments they make on your posts to deepen the connection. Reach out to individuals who show interest in your profile or LinkedIn posts, or those sharing information you feel is valuable, to create new relationships.

Done well, your marketing will amplify your business development.

Because marketing alone isn’t enough. And business development without marketing is a slow uphill climb.

Of course, none of this happens overnight. But while BD is deeply personal (and not as easily outsourced), marketing is something you can get help with and coordinate in a way that supports your long-term growth.

Need help creating marketing that fuels your BD efforts? Contact me for a free consultation.

Benefits of Timely Content

Offering insights on recent events, developments and trends, builds your reputation as someone who stays on top of important issues. Timely content also tends to generate quick visibility, especially on social media. It gets more attention and engagement, which may generate immediate leads.

However, this is only true if you add your perspective and commentary as soon as possible. The facts can be found anywhere. What will set you apart is discussing how the development affects your target audience and advising them on what steps to take. And you need to do this before your competitors.

Developing compelling content rapidly can be significant work, but it can be worth it for the short-term gains, assuming you have a solid plan for promoting the information you create.

The Value of Evergreen Content

Often, there isn’t anything newsworthy, or it’s too difficult to create useful content quickly. You need other things to write and speak about to keep you in front of your audience. Evergreen content is your marketing workhorse. It’s content that stays relevant long after you publish it.

For example, let’s say you’re an accounting firm. While you might occasionally write about a new IRS ruling, your evergreen content might cover topics like tax planning tips for small businesses or what to do if you get audited. These are questions your clients ask all the time. And when you provide high-quality answers, you’re building trust, boosting your visibility in search engines and giving prospects a reason to reach out.

Even better, you can repurpose this content in countless ways, creating different formats and sharing it via multiple marketing channels. Evergreen content gives you an ongoing source of material to keep your pipeline full, no matter what’s happening in the news. And it delivers long-term ROI because it continues to attract traffic and leads long after you first publish it.

Use Both in Your Marketing

Ideally, you should seize the opportunity to create relevant content on trending topics. However, don’t rely on timely content to fuel all your content marketing. You want a balance. Build a solid library of evergreen content that consistently works for you. That way, you’ll never be scrambling for something to share, and you’ll stay visible and valuable to your audience, whether the headlines are hot or not.

If you need help with creating and/or promoting content, contact us for a consultation.

Create Once, Publish Everywhere

The idea behind COPE is to take every piece of content you produce and share it in on multiple platforms and in different formats.

Why? Because we all have our preferences for what kind of content we consume and where we get it from. By repurposing and promoting your content across various channels in alternative formats, more people have the opportunity to see your content with little extra effort on your part.

The Three Types of Media to Use

To get the most out of your content, you’ll want to share it across three types of media:

 – Owned Media. These are the platforms you control, like your website, blog, email, social media pages, webinars, events and podcasts. Since you own the space, you decide when and how to share your content. Plus, as long as the information stays relevant, you can keep reposting it multiple times to reach new people.

 – Earned Media. This is exposure by third parties that you don’t pay for, such as media mentions, social shares, guest articles, and speaking opportunities. By promoting your content, the third party is giving you more credibility and sharing your expertise with its audience.

 – Paid Media. This includes any marketing you pay for, like social media ads, sponsored content and paid event placements. While it requires additional money, it helps ensure your content gets in front of the right people.

Repurpose, Don’t Reinvent

To really make COPE work, start thinking of ways to repurpose your content. You can:

– Turn a long article into a series of short posts or vice versa

– Pull out key quotes or tips for social media

– Design an infographic or chart summarizing written content

– Convert a live presentation into an article or webinar

– Create a video version of a blog post

– Adapt the content for different audiences (e.g., beginners vs. advanced, those in different industries, etc.)

– Add updates and re-share content that’s still relevant

Yes, it takes a little extra effort to tweak things. But it’s much easier than coming up with something brand new every time. And, each new version provides another opportunity to share your expertise through all the different marketing channels mentioned.

Repetition is Good

Don’t worry about people noticing that you are sharing the same information. Studies show that people need to see or hear a message multiple times before it sticks. Plus, people are busy. They miss things. They scroll past. They delete emails. They forget.

Repetition helps reinforce your message and reach more people where they are and how they prefer to learn.

COPE saves time, increases exposure and keeps you top of mind with your audience. So, always ask yourself whether you’ve gotten the most out of the content you’ve already created.

If you need help with creating and marketing your content, contact us for a free consultation.

To receive our COPE Checklist, email info@rdtcontentmarketing.com.

1. Review and prioritize your contacts. Not all contacts are equally valuable. Organize them into three categories—A, B and C—to help you allocate your time and effort more effectively.

– Bucket A has your most valuable contacts, including loyal clients, strong referral sources and people who genuinely appreciate your work and will recommend you to others. Invest the most time in these relationships. Reconnect regularly (in-person, phone or personal emails), help them when they need it, provide value and ask for referrals/introductions when appropriate.

– Bucket B contacts know you and may recommend you if asked, but they’re not yet your strongest advocates. Educate them about your services, stay top of mind through consistent communication and look for ways to strengthen your relationship.

– Bucket C are people you have a weak or distant connection with. Perhaps you met them at a networking event but haven’t built a relationship yet. Stay connected through bulk email and social media, but don’t spend too much energy on them unless you see potential for deeper engagement.

2. Focus on your messaging. With so many businesses offering similar services, it’s crucial to define and differentiate yourself to your contacts. Highlight your unique selling proposition (why someone should hire or refer you over your competitors) and unique value proposition (how you add value to relationships).

Avoid generic claims like you provide “great client service” or you “care about your clients.” Instead, be specific. Do you have a niche? Offer unique expertise or a different approach or perspective? A clear and compelling message will make it easier for contacts to remember and refer you.

3. Know who you want to target. Who specifically do you want to attract with your marketing and business development? Once you know that, communicate it to your contacts and figure out how they can help you reach those individuals. They may have valuable contacts or have insights into key decision-makers, trends and information sources in your industry or gaps in the market you could fill. Don’t just limit your conversations to getting an introduction. Use their information to refine your messaging and outreach.

4. Use content to stay top of mind. Content marketing helps you educate, engage and remind your contacts of your expertise. Effective content strategies include:

  – Email newsletters. Regular updates keep your name in front of your contacts.

  – Social media. Posting valuable insights allows you to stay visible and relevant.

  – Blogging. Showcases your expertise and improves search engine visibility.

  – Speaking and writing for third parties: Establishes credibility and reaches new audiences.

  – Video marketing: Engages people in an impactful way.

The key is consistency. Regular, high-quality content keeps you on people’s radar, so when they need your services, you’re the first name that comes to mind.

5. Give first, then ask for help. Strong business relationships are built on mutual support. Before asking contacts for referrals, consider how you can help them.

– Make introductions between people who could benefit from knowing each other.

– Share their content to boost their visibility.

– Write them online recommendations or reviews.

– Offer valuable advice in your area of expertise.

By being helpful first, you create goodwill, making people more likely to return the favor.

Don’t overlook the potential within your existing network. Start implementing these strategies to grow your business with less effort and expense than constantly chasing new leads.

If you need help with your marketing, contact us for a consultation.