Instead of simply searching for a name, users ask targeted questions about a professional’s expertise, reputation and how they compare to others in their field. The answers AI provides can shape first impressions before a prospective client ever visits your website or talks to you. That is why it is so important to understand what AI says about you.

Ask AI about yourself

Start by researching yourself across several AI platforms, the same way a prospective client or referral source might. Don’t just type in your name. Ask broader, more natural questions that reflect how real people actually search.

For example, you might ask:

– “What is [your name] known for?”

– “What type of clients does [your name] work with?”

– “What do people say about [your name]?”

– “Who are the top professionals in [your field] in [your area]?”

– “Which professionals in [your field] specialize in handling [a problem you solve]?

What to look for in the AI results

AI tools pull information from websites, directories, articles, reviews, social profiles and other online sources and then summarize it. However, that information could have mistakes, be incomplete or be misinterpreted, affecting how people see you. Here are a few things you should look for:

– Is the information accurate and complete? Are there errors in your education, work history, job titles, experience or credentials? Is anything important missing?

– Does AI understand your experience and specialties? Does it describe you the way you want to be known? Is it clear what you do and who you help?

– Are you visible enough? How much information did AI find out about you? Does it go beyond the basics in your website bio?

– How strong do your competitors look in comparison? Do they show up as you would want to appear?

As you review the results, ask follow-up questions to get a deeper sense of how you are portrayed online. Pay attention to both the specifics and the overall impression AI forms about you. A common problem is that your online presence may not provide AI with enough useful information to create the kind of profile that will help your reputation and attract more business.

How to improve what AI says about you

The good news is that you can influence what AI says about you over time by ensuring that there is accurate, complete and authoritative information about you online. Focus on these areas:

 – Create consistent messaging. Your website, LinkedIn profile, directory listings and all bios should clearly explain who you help, what problems you solve and how you’re different.

 – Highlight your specialties. Showcase your niche areas of expertise instead of using broad, generic language to discuss what you do.

 – Publish useful content regularly. Articles, FAQs, presentations, videos, LinkedIn posts and other content all help build a stronger digital footprint. AI systems tend to favor professionals who consistently demonstrate expertise online.

 – Build content libraries with AI in mind. Don’t just write/speak on random topics. Focus on the areas you want to be known for. Then, develop in-depth content that answers real-life questions and is well-structured for search engines (both traditional Google and AI search).

 – Get third-party validation. Media mentions, speaking engagements, guest articles, reviews, awards and podcast appearances all reinforce authority and credibility. AI pays attention to those outside signals when deciding what results to highlight.

 – Run searches regularly. Check how you are doing periodically to gauge progress, find inaccuracies and compare yourself to competitors.

Your AI reputation matters, so if you haven’t asked AI what it says about you yet, now is the time. The results will tell you about the strength or weakness of your digital presence and whether you’re falling behind your competitors in attracting clients.

If you need help with improving your digital presence, contact us for a free consultation.

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.

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.

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 refine your marketing. Take stock of your marketing efforts year to date. What strategies have worked, and which ones have fallen short? Set aside time to evaluate your progress towards annual goals or establish them if you haven’t already. Prepare a written marketing plan if you don’t have one to serve as your roadmap.

2. Build relationships through one-on-one meetings. Summer offers an ideal time to meet with contacts. The purpose is to nurture relationships so don’t go into a meeting to ask for referrals. Find out how you can help your contact; that person will naturally reciprocate. But be prepared to say what you may want from the person.

3. Update, clean and consolidate your contact database. Use the summer months to work on your contact database, ensuring your data is complete, consistent and up-to-date. Segment contacts by relevant categories to better target your marketing. Leverage interns or part-time staff to assist with this task.

4. Develop evergreen content. Invest time in creating content that stays relevant and provides value to your audience for a long time. This evergreen content can then be used during busier periods in the year when creating fresh material is challenging.

5. Repurpose existing content. Don’t overlook the treasure trove of content you’ve already created. Repurpose blog posts, articles, presentations and videos to breathe new life into them. This also helps extend your reach and reinforce your key messages.

6. Go to summer networking events. While some networking groups may take a hiatus, others host informal gatherings during the summer months. Take advantage of these casual events to expand your network and forge new connections. The diverse attendee mix can lead to unexpected opportunities.

7. Invest in continued learning. Summer provides an excellent opportunity to invest in your professional development. Read marketing or business-related books, subscribe to relevant newsletters, or explore industry blogs for fresh insights and inspiration to fuel your business growth.

8. Host educational programs (in person or online). Take advantage of the quieter summer months to host programs for your clients or target audience. These sessions not only provide value to participants but also position your firm as a thought leader in the field. Even better, collaborate with a complementary business on a joint program to expand your audience.

9. Showcase your firm culture. Summer is a great time to share your firm’s culture by posting about team outings, company picnics or volunteer activities on social media platforms. This helps humanize your firm with potential clients and prospective employees.

10. Refresh your website and online presence. Use the summer months to give your website and online presence a refresh. Update content, optimize for search engines, and ensure that your branding is consistent across all digital platforms. A visually appealing and user-friendly website can make a significant impact on attracting and retaining clients.

11. Conduct client surveys or feedback sessions. Seek feedback from your clients through surveys or one-on-one conversations to gauge satisfaction levels and identify areas for improvement. Summer’s slower pace can provide an opportunity for more in-depth discussions. Use these insights to refine your services and tailor your marketing strategies accordingly.

12. Support community events or causes. Get involved in community events or charitable causes that align with your firm’s values. Sponsor local festivals, fundraisers or volunteer initiatives to demonstrate your commitment to making a positive impact beyond your business. Engaging with the community fosters goodwill and strengthens your firm’s reputation.

Marketing has a cumulative impact and requires consistency throughout the year. Keep up your marketing efforts by incorporating these strategies during the summer.

Need help with your marketing? Contact us for a free consultation.

So, why aren’t you actively using social media to build your business?

Social media is a powerful tool that complements and amplifies everything you do, so you get the best results possible when promoting your practice. Here are a few social media musts to get you started:

1. Develop a social media marketing plan. Identify your target audience, goals, and message and commit sufficient resources to implementing the plan.

2. Choose the right platforms: Focus on platforms where your target audience is most active. Start with one platform; then add more when you’re seeing results.

3. Optimize your profile. Create a compelling and informative profile, especially on LinkedIn.

4. Share content. Regularly provide valuable and relevant information, including your articles, blog posts, videos and personal anecdotes as well as useful third-party content.

5. Interact. Like, comment on and repost other people’s content. Respond to comments to your posts and participate in discussions. The goal is to foster meaningful connections.

6. Test and evaluate results. Experiment with different strategies and review your analytics to identify areas for improvement.

For more tips, see my article in Law Practice Magazine, “Using Social Media to Build Your Practice.”

P.S. The article focuses on law firms but the advice is applicable to any professional service firm.

1. Optimize your LinkedIn profile. First, your profile should be complete and up-to-date, including an updated photo, a compelling headline that accurately describes your niche, a summary that highlights your experience and expertise, and recommendations from people you have worked with. Also add relevant skills, certifications, publications or projects related to your niche. Finally, use relevant keywords in your description to make your profile easy to find.

2. Build and engage with your LinkedIn network. Connect with other professionals relevant to your niche. Go through your email contacts to make sure you are connected on Linkedin, send invitations to new people you meet networking and search for individuals online that may be good contacts. Use LinkedIn’s advanced search feature and join LinkedIn groups to find other professionals in your niche or complementary to your business. Once you’re connected, regularly engage with them by liking, commenting, or sharing their posts; congratulating them on their achievements or milestones; and offering assistance or suggested resources.

3. Share relevant content. You should share helpful high-quality content on LinkedIn that demonstrates your knowledge and experience in your niche, such as articles, blog posts, videos, presentations and other content you create. You can also provide curated content from third parties. Offering valuable information helps build credibility and trust and establishes you as an authority in your niche.

4. Participate in LinkedIn groups. Joining a group relevant to your niche is a way to connect and build relationships with other professionals who are interested in the same audience you are targeting. Initiate conversations, ask and answer questions from other group members and share helpful content without pitching your services to position yourself as a trusted resource.

5. Use LinkedIn ads. Advertising on LinkedIn can be expensive but it does offer numerous opportunities to target your ads to specific audiences based on their job title, industry and other demographics. While advertising can help you build your brand in your niche, often it’s more effective and less expensive to focus on a very specific goal. For example, you can advertise a webinar that will generate leads for your firm as well as promote your expertise.

6. Create and promote LinkedIn events. Use LinkedIn to promote your events and encourage people to register. This helps expand your visibility as an expert and bring in new leads.

If you have a niche, you need to use multiple strategies to promote it effectively. But make sure you take advantage of Linkedin most of all because it offers one of the best returns on investment you can get in marketing.

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