AI has changed the content game. For years, professional services firms relied on a steady stream of blog posts, client alerts and insight pieces to showcase their expertise. But now, artificial intelligence can generate “smart-sounding” content in seconds — and suddenly, even the most polished article isn’t a guaranteed differentiator. This shift brings both opportunity […]
I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this year.
You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone. After all, the best camera is the one that’s with you. […]
Email marketing is the most profitable marketing channel, garnering an ROI of $42 for every $1 spent. However, if you try to start a mass marketing email campaign through your Gmail or Outlook account, you’re going to be hampered by send limits and you could even end up having your personal email or your entire […]
While attending a conference used to mean skiving off work for a few days to listen to industry-specific keynotes with boutique coffee in your hand, these days … not so much. Conferences are now being held entirely online, with participants watching presentations on one screen while checking in with work on another. This is all […]
We always tell our law firm clients that it’s important to have sustained legal PR efforts. Media relations isn’t something you can do in fits and starts and expect consistent results. It’s hard to stay top of mind with journalists if they don’t hear from you that often. You must come to them fairly regularly […]
As COVID-19 sweeps the world, our economy is quickly going down the toilet (along with stockpiles of toilet paper). Unfortunately, we are likely already in a recession. For marketers, recessions have historically been scary times. Often, marketing seems like the easiest thing to cut. But is that wise? As a marketer, if I wrote a […]
Ah, the holidays. A time when we’re surrounded by warm wishes, those we love — and a never-ending sales pitch to get us to spend, spend, spend. The holiday fervor seems to start earlier every year, too (I swear I saw toy Santas alongside the American flags in one store this past July 4th). This […]
Content projects — such as website updates and new bios, practice group descriptions, case studies and project descriptions — may seem simple at first glance. Just figure out what needs to be written, do the research, conduct subject-matter-expert interviews and start writing…. Right? Not so fast. Before you ever set fingers to keyboard, you must […]
Want the good news or the bad news first? Let’s go with the good news: Email marketing is incredibly effective for B2B companies and professional services firms. And now the bad news: Your email list degrades by about 22.5% every year. People change jobs, unqualified leads unsubscribe and others disengage after emails get trapped in […]