Content Marketing for Professional Services

Professional services firms should develop a content strategy in order to help build and retain their client base. The level of competition between services firms continues to increase and some functions, such as tax services, are being offered by overseas firms for far less money. One way to stand out from competitors is to tell your story through various media channels available today and to offer relevant, useful content for your audience. Your story, particularly in the form of case studies, testimonials and referrals, is unique to you and therefore cannot be easily copied by competitors.

In delivering helpful content to your audience you also have an opportunity to build a trusting relationship with them over time. As people are deluged with more information and choices, having reliable sources of information becomes ever more important to them. The book Youtility by Jay Baer talks about the fact that any help you can provide in making their lives easier, even when it does not directly contribute to your profits, will be remembered by your future advocates.

Content marketing refers to providing information and resources to your clients and prospects that provides personal or professional value to them. This can be in the form of text, audio or video and can be delivered through a variety of channels - including social media, email, podcasts, print media, and others.

In The Dip Seth Godin talks about being the best in the world at what you do. Fortunately you can define the world you want to reach as broadly or narrowly as you would like. Your world could consist of weekend warrior athletes over 35 within 20 miles of your office who need chiropractic care. Or your world could center around local beauty salon owners needing help with their social media strategy. Your world only needs to be large enough to support your businesses’ growth to the level you aspire to reach.

A content marketing strategy does not replace your current marketing tools but works extremely well in tandem with them. For example, you can encourage people to Like your Facebook Page or subscribe to your newsletter in a radio or print advertisement. If you create a free report, you can offer this to those who respond to a mailing or online advertisement.

This is a long term strategy that should not be expected to deliver substantial results overnight, but continues to grow in value over time as your content assets continue to grow and your relationship with your audience deepens.

Please let us know how you are using content marketing as part of your strategy to grow your business.

About the Author

Stan Robinson helps businesses and professionals grow revenues and advance their careers using social media and content marketing. He specializes in helping clients use LinkedIn to showcase their personal brand, develop new business relationships, and generate more sales.

Stan is CEO of SHR Marketing, LLC and publishes on the topics of LinkedIn, social selling and business networking - connect with him on LinkedIn, Twitter or Google+.