Category: content marketing strategy
What does AI say about you?
You may have Googled your name to see what shows up about you online. But have you asked an AI search tool for information about you? Increasingly, people are turning to platforms like ChatGPT, Google Gemini, Claude and Perplexity to evaluate professionals and companies before they ever make contact. (more…)
How personal should you get on LinkedIn?
Scroll through your LinkedIn feed, and you’ll see personal stories about family, health and private struggles. Things people wouldn’t have shared publicly a few years ago are now common. Some of it is meaningful and works, but some feels a little too much. Part of what’s driving this shift is the recognition that we bring our whole selves to our work, including our personality, our beliefs and how we show up every day. So, it makes sense that LinkedIn content has become more personal. (more…)
How content helps prospects know, like and trust you
Most professional service firms think they have a visibility problem. If only more people were aware of them, they would get more business. But visibility alone doesn’t get you hired. Familiarity does. People hire those they know, like and trust, and you can help prospects see you in that way with the right content. (more…)
Want more clients? Start by answering their questions
Look at many professional service firms’ websites and you’ll see the same pattern: lists of services, credentials, and plenty of “we” statements. We specialize in this. We have years of experience. We’re experts in…
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. (more…)
What’s missing from your business growth strategy?
Are you using both marketing and business development strategies to grow your business? Too often, professionals and business owners focus on one and neglect the other, when they actually work best together. (more…)
Filling your content pipeline when there’s no big news
If an item hits the news that’s directly relevant to your clients, then you want to weigh in. When you post a blog, share commentary on LinkedIn, or send an email about the issue while it’s still fresh, you position yourself as a trusted expert who’s paying attention to what your clients and prospects care about. But what if there’s nothing “newsworthy” or relevant to what you do or you don’t have time to comment? You can’t just stop sharing content. That’s where evergreen content comes in. It keeps your pipeline going so you get the best marketing results. (more…)
How to get more visibility with less time and effort
Content is one of the most effective ways to market your expertise. When you share useful, relevant information, you show people what you know, how you think and why they should trust you. However, creating content takes time and effort. To make it worthwhile, you can’t just use content once. That’s where “Create Once, Publish Everywhere” (or COPE) comes in. It’s a smart, efficient way to increase your visibility and stay top of mind with the people you want to reach with less time and effort and better results.
12 strategies to heat up your firm’s marketing this summer
Summer can present some unique opportunities to market your firm. Work and networking events may have slowed giving you and your staff more free time. Or, you may be able to get additional resources like interns or part-time employees. While it’s true many people go on vacation, there are also plenty of prospects, clients and referral sources around that you can market to during the summer. So, don’t neglect your marketing. Try these strategies instead: (more…)
How to use social media effectively to build your business
If there was a place where you could easily find your clients, prospects, referral sources and competitors, wouldn’t you want to be there? Every day on social media, millions of these individuals are receiving and sharing information relevant to their personal and business lives. (more…)
