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The 3 Keys To Content Marketing Success

According to the Content Marketing Institute:

“Professional services companies need to realize that they are in competition with not only other consultants in your space, but also media companies in your industry, Google, and the billboard down the street. That means we need to develop and distribute content that is as good or better than anything else in our industry to attract and retain customers.”

As a content-provider, I couldn’t agree more.

To help with your content marketing, here are three suggestions for producing content that will help you attract and retain more clients for your professional services.

Tell Remarkable Stories

Regardless of the service that you provide, you have no doubt helped many clients make huge differences in their lives. With your clients’ permission and without using confidential information, tell ‘before and after’ stories. Describe in general terms the clients’ problems before you assisted them. Then describe the aspects the service that helped make a difference.

You can end the story in one of two ways.

One option would focus on conclusions that can be drawn from the clients’ experience and how others can benefit from the experience.

The other option would be clients’ comments outlining how their lives are different after they received the service.

For best results, ensure that the stories are informational…not promotional.

Innovate

For your professional service business to continue to be relevant, prosperous, and cutting edge, it is essential to innovate.

What better vehicle for showcasing your innovation than the content of your marketing communications?

The best innovation comes from a collaborative approach that engages your colleagues, employees, clients and key contacts in generating new ideas.

Keep It Real

Keeping it real starts with preparing content that you know to be true. And once you have prepared your real content, use your conventional and social media marketing to distribute it to like-minded people: potential clients, actual clients and referral sources.

Remember that like-minded people will recognize and value content that is real.

Like you, they will recognize and dismiss content that is in any way misleading. And what’s even worse, when we dismiss misleading content, we start to ignore the person or business that prepared and distributed it.

 


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