Your content marketing reality check
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Your content marketing reality check
- 1. Your content marketing reality check:
- 2. Many firms prepare content without thinking much about whether it should be a priority. This can result in: Missed opportunities to build the right business Wasted effort for your team Building business your firm doesn’t want
- 3. So, start
- 4. Each time you’re considering producing a blog post, video, article, podcast or other content, put that idea through these four tests to see if it’s right for your firm.
- 5. The proposed topic – is it one for which your firm wants to be known? Test One:
- 6. Check your business plan. Find out what the priority growth areas are.
- 7. If the content topic matches those priorities, maybe it’s a green light. If it’s not meeting a priority need for the firm, it’s a red light.
- 8. Is the topic one that the author can credibly discuss? Test Two:
- 9. Particularly in professional services firms, the people are the brand.
- 10. If the author isn’t thoroughly knowledgeable about the topic, the information in the content may be wrong.
- 11. And, the author won’t come across well if a client contacts the firm, wanting more information on that topic.
- 12. Does the content meet a felt need from existing clients? Test Three:
- 13. The content needs to discuss a need that clients and prospects can actually feel right now.
- 14. Otherwise, it’s like pushing string up Your content must either address a problem your clients know is going to hurt them, Or an opportunity they want to access.
- 15. Is there a credible interest level in this topic? Test Four:
- 16. Do clients and prospects really want to know what your firm wants to talk about in this content?
- 17. The subject may be fascinating for your firm’s people, but is it something your clients would rather just outsource and not deal with?
- 18. If the content idea you’re considering doesn’t meet all four tests … just say no.
- 19. Sometimes, a bit of thinking around the original topic points the way to a concept that really is a winner. Then, find topics that do meet the four tests.
- 20. For more information on content marketing strategy for professional firms, see