Show Your Expertise Through Content Marketing.

Motivate readers to action using 'fear' and 'greed'

Content developed to demonstrate thought leadership must motivate the user to take action, such as downloading a white paper or contacting you directly. You can only get them to take action if you can:

  1. show them that they have a problem they need to solve (I call that 'fear'), or
  2. that they have an opportunity they can access (that's what I call 'greed').

This video describes how to create informative, helpful content that also motivates -- through 'fear' and 'greed.'

How to make a commodity service stand out

Many professional services firms struggle when selling and marketing "commodity" services -- work that they do that is virtually identical to that of their competitors. This means that clients have trouble choosing a service provider.

But consider what clients really value -- if they are buying a service that they are counting on to support their business, or particularly to manage risk, they want to have a firm that they can trust. One way to develop that trust is through 'how-to-work-with' content -- discuss how a client can get good results from a firm like yours.

This is helpful, useful content that also helps a firm stand out as being trustworthy.