Professional Services Marketing Blog

Is Content Marketing a Trick or a Treat for Professional Services Firms?

By Alexandra Marigodova


It is Halloween and, for many of us, marketing planning is underway for next year. Despite all the hype, a significant number in the professional services field remain unconvinced that content marketing should be a part of the planning equation. If you are on the fence, no need to guess what’s best! Hinge is here to help you make an educated decision. Let’s see if content marketing is right for your professional services firm.

3 Content Marketing Treats

  1. Content marketing is a natural fit.

According to our research, professional services firms are driven by expertise and client relationships. Sharing educational and useful content is a great way to demonstrate your expertise. Think of it as a sample of your approach to future clients.

  1. Search engines and content are made for each other.

The sole purpose of search engines is to help people find what they are looking for. If you build the content around smart keyword phrases, the right people will naturally find you for the right reasons.

  1. High quality content marketing strategy is a gift that keeps on giving.

Once your potential client finds you, the stream of content you produce will help educate them and qualify them. They will do their own research to decide if your firm is a good fit for them. Everybody wins.

3 Content Marketing Tricks

  1. It’s not easy.

It’s not easy to develop great content. And it needs to be great. Otherwise, you risk hurting your brand.

  1. It takes time and resources.

Building a content marketing library takes time and resources. It can take months of continuous work to start seeing results. For any marketing approach to be successful, you have to stay on it and produce on a consistent basis. Otherwise, again, it might hurt your brand.

  1. Content competition has arrived.

Professional services firms are starting to recognize the value and benefits of content marketing.  In fact, a brand new study by MarketingProfs and the Content Marketing Institute reveals that 91% of B2B marketers use content marketing in some way. And as a result, the fight for potential clients’ attention is emerging. But you can take them; it’s just a matter of how good your content is.

The use of content marketing is growing at a rapid pace. But there is still much confusion about how much content marketing should be used and where it fits in. Now is the time to register for Hinge’s upcoming webinar “Planning Your Content Marketing – Best Practices for Professional Services Firms”.

In the meantime, learn more about how to put content marketing at your firm by downloading the free guide below.

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Oct 31 2012