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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...

Website Renovation Rescue: How to revitalise a tired asset

A website renovation will breath new life into your most valuable digital asset.
We’re writing this blog post from Sydney which, by all accounts, is one of the world’s most expensive cities. To put it in context,...

Upcycle your content for superior results

If you upcycle content you're a winner
Modern day content marketing is barely 20 years old, yet one of the challenges marketers already face is how to create new and original content. The...

5 irrefutable reasons to pair text with video content

Unless you include a written transcript your video's a lemon
If there’s one thing to be said about video, it has a killer PR machine. Never before has one format received so much attention....

Is Urban Dictionary now the media’s go-to communication resource?

Communication with slang can be an epic fail
Over the past year or two my news feed has become infected with slang – words like epic, killer and hacks. 3 killer ways...

Content marketing measurement is impossible without a call to action

Most B2B content cannot be measured
B2B marketers have long understood content. But how valuable is the content we're creating? It's impossible to know as most content lacks a call...

10 reasons professional services firms are failing with content marketing

Professional services firms are failing in their content marketing.
A newly appointed Chief Marketing Officer recently asked for my opinion about his firm’s content marketing. He was surprised when I questioned whether his...