Professional services marketers are responsible for the value of their firm's content

Valuable content: The buck stops with you

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...
Key account management should be mission critical for professional services firms

Key account management is mission critical for professional services firms

It's a business truth that all clients are not equal. Some are transactional; others relationship-based. Some are price sensitive; others value-driven. A key account strategy...
If you're forging a career in law firm marketing you must make a meaningful contribution.

Compare the Pair: Do clients read your legal updates?

Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...
To take your content from good to great you must put some thought into it

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

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...
How to cultivate and sustain partnership relationships with your clients

How to cultivate and sustain partnership relationships

Earlier this month iSentia announced King Content, Australia’s largest content marketing agency, would close its doors due to poor financial performance. Mumbrella’s Tim Burrowes speculated...
Hello affiliate marketing; goodbye independence

Hello affiliate marketing. Goodbye declaration of independence.

The cardinal rule of affiliate marketing is that the commercial relationship is obviously identifiable - clearly and conspicuously. If only marketers knew that to...
To become a better B2B marketer take inspiration from those who are B2B influencers

Market Expertise named Top 25 B2B Influencer

Wondering how to leverage B2B influencer marketing? Start by identifying some of today’s top B2B influencers. And then follow their lead. This article by influencer...

Nothing but networking

Rising through the ranks of the corporate world can be a hectic and sometimes even lonely pursuit. To counteract this, a growing numbers of professionals...
Update your images to inject life into your brand

Refresh your image guidelines to inject new life into your brand

When or how often should a business refresh its brand? Every three years? Every five? The answer is every so often.   Maybe you’ve gone through...
It's worth investing in content creation

B2B Content Creation: Put Your Money Where Your Mouth Is

Why should B2B marketers invest in content creation? It's complicated.   Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn...