4. Mike Schultz & John Doerr, 2009
• 60-70% buyers of professional services use:
➔ Referrals
➔ Personal Recognition or awareness
➔ In-person seminar
➔ Presentation at a conference
• 50-60% use:
➔ Website
➔ Articles / News stories
➔ Exhibit
➔ Case studies
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5. • 40-50% use:
➔ Articles written by provider
➔ Telephone
➔ Newsletter
➔ Webinar
➔ White Papers
• Social Media / blogs
➔ 24% buyers are very/somewhat likely to use to identify /
learn more about professional service providers
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Mike Schultz & John Doerr, 2009
46. Tips and take-aways
View internet as a buying engine
Look beyond the CMS - Platform Audit
Apply content-driven analytics
Examine org chart and talent requirements
What vendors, what projects?
48. • Becoming a publisher (from Leigh George, R2integrated)
➔ Added technology to support distribution (tools, calculators, etc.)
➔ Compelling content your audience finds valuable and wants to share
➔ Syndicated promotion in industry and business media that are
information sources for your audiences
➔ Shifted internal responsibilities to staff content creation and community
management positions (events, social media, etc.)
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Additional resources
49. • Adapting the organization (Leigh George, R2integrated)
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Additional resources
Content Management Content Syndication Community Building
Tools
Mobile Applications Rich Media
Tools
Strategy Creative Development Management
Content Author Community Manager Technical Support
Skill Sets Layer
Engagement Layer
Platform Layer
50. • Video
➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos
➔ Arnold & Porter:
http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironme
ntalRemediationCostsandtheGovernmentContractor&action=view&id=2
0&t=multimedia
➔ Reznick Group: http://www.youtube.com/watch?v=Q9L-8G_KAso
➔ Townsend: http://www.townsend.com/Who/default
➔ Hay Group:
http://www.haygroup.com/ww/media/Details.aspx?ID=27997
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Additional resources