5 Steps To Create A Professional Services Content Marketing Strategy

Posted by Joelle Colosi on Tue, May 15, 2012 @ 01:40 PM

It is time to begin a business development and content marketing playbook. Start the playbook by conceptualizing a rich media experience that spotlights your talent and captures the compelling project story. Blend content and media goals and objectives into an engaging website experience that offers project storytelling.  Let’s realize your vision to nurture relationships that are interested in working with your talent. 

STEP 1: WE KNOW OUR AUDIENCE – LET’S ENGAGE THEM!

Any A/E/C professional involved in business development has a profile of their target audience in order to develop content that addresses their immediate concerns.  We know our ideal clients and project prospects. We are adept at understanding their concerns and needs.  Today, we reach our client prospects through an arduous paper-ridden business development process. We’ve been working hard to address audience with proposal content that no one reads! It is time to repurpose our message into a rich content experience that engages and entertains our audience. 

STEP 2: LET’S TAKE A LOOK OUR AUDIENCES' THEIR ONLINE ACTIVITY

We have a pretty clear understand of our audience needs. Now it is time to take a good look at their activity online.  What do our client prospects do online? Do they read blogs? Are they active in social media? Are they email subscribers? A/E/C marketing and business development professionals need to evaluate what kind of information their audiences want. Are they looking for industry tools like worksheets? Are they watching online videos?  Discovering our audience’s online activity is a key to providing a rich professional services content marketing strategy.

STEP 3: REVIEW YOUR CONTENT FOR PROJECT STORYTELLING

Let’s say that we know our audience AND we familiarized ourselves with their online activities.  Let’s take a look at our previous efforts by conducting a content audit.  Do we have a good mix of content that tells our story? Taking a close look at the content will allow you to identify great pieces of content that can be repurposed into other formats to capture your audiences’ attention.  Content formats that will capture audience’s attention are blog posts, reports and infographics, videos and project case studies.

The project lifecycle stages spark great story concepts that will capture your audiences’ awareness and lead them through a journey through the built world. Below is a diagram that identifies content opportunities for sharing your story. 

Project Story Content Marketing

DOWNLOAD OPPORTUNITIES FOR SHARING YOUR STORY

STEP 4: MAP CONTENT TO THE BUSINESS DEVELOPMENT LIFECYCLE

Content plays a critical role in the business development lifecycle and should be a part of your inbound professional services marketing strategy.  Your strategic content positioning will generate awareness about your firm and assist with converting your prospects into clients.  First, consider your prospects requirements for qualification in the early stages of the business development lifecycle Then identify what steps the prospect needs to go through in order to become a client. Typical qualfication stages in order include: awareness, research, and compare which results in a request for proposal.

STEP 5: MAP YOUR CONTENT TYPE TO THE QUALIFICATION STAGE.

Identify types of content and the media formats that work best for each stage of the business development lifecycle. Your prospects may engage with choice media channels throughout the business development lifecycle.  However, all of the content will make an impact and play a role in decision-making.  The following is a suggested qualification stage to content type.

Qualification Stage Content Map

Check out article Open New Doors with Targeted Lead Generation to learn more about to further develop your content marketing playbook.

Reference Turn Business Development Upside Down with Inbound Marketing for additional information on how to incorporate a lead nurturing campaign with dynamic website content.

Topics: lead generation, content marketing, inbound marketing

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