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With content marketing, your professional services firm can punch above its...

With content marketing, professional services firms can punch above their weight
Content marketing works for every industry but it's a match made in heaven for professional services firms. Content marketing helps professional services firms to:...

10 ways professional services firms fail with content marketing

10 ways professional services firms fail with content marketing
Every professional services firm should be doing content marketing and many are. And yet, just about every professional service is making at least one...

Give up the ghost: Invest in experienced B2B content creators

There's a big difference between a ghost writer and an experienced B2B marketer
Have you heard the term ‘content marketing’? Content marketing is the cumulative endeavour of creating relevant and valuable content which will attract and engage...

These soft skills will make or break your content marketing team

Content marketing sounds simple. Deceptively so. In fact, to be done well, content marketing is a team pursuit and one which requires a complex...

How to smartly manage B2B content curation

Finding curation-worthy content can be a challenge for B2B marketers
There are benefits to be gained from including curated content in your B2B content marketing plan. Among other things, curated content builds trust and relationships, provides...

Content curation is an essential component of a B2B content marketing...

Content marketing - the consistent creation and distribution of valuable and relevant content to attract and retain a clearly defined audience and, ultimately, to...

Valuable content: The buck stops with you

Professional services marketers are responsible for the value of their firm's content
I recently wrote a piece for Lawyers Weekly, a legal publication in Australasia, in which I compared two articles about the same court decision to illustrate...

Compare the Pair: Do clients read your legal updates?

If you're forging a career in law firm marketing you must make a meaningful contribution.
Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...

Are you an aspiring thought leader? Here’s a lesson in content...

To take your content from good to great you must put some thought into it
Thought leadership. In professional services marketing, it’s the most valuable form of content.If your firm employs or engages marketing practitioners, the chances are it’s...

Hello affiliate marketing. Goodbye declaration of independence.

Hello affiliate marketing; goodbye independence
The cardinal rule of affiliate marketing is that the commercial relationship is obviously identifiable - clearly and conspicuously. If only marketers knew that to...