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The Competitive Advantage

tag: content marketing

September 14, 2016

I have a stalker… and that’s good news!

stalkrmemeTrue story… I received an email last week that began with, “Steve, I’ve been following you for a while now…” I didn’t know whether to be flattered… or scared!

As it turned out, it wasn’t me, exactly, that she was following (whew!)… it was my writing – my blog posts, articles and eBooks.

And over time, it grew the perception in her mind – and provided the proof – that I knew what I was talking about and that I might be able to help her. Guess what? That is exactly how content marketing is supposed to work for a professional services firm. (I love it when a plan comes together!)

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February 16, 2016

Your Clients Don’t Have Research Problems

WIIFMI know, for most firms in the research industry, that statement seems a little counter-intuitive… but it’s true. That CPG firm you work with doesn’t really care about focus groups. The automotive company doesn’t get all that excited about conjoint analysis. And that healthcare firm… let’s just say that max-diff doesn’t keep them up at night.

The fact is, your clients don’t have research problems… they have business problems – that they need research to help solve.

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February 9, 2016

Content Marketing? But I’m a lousy writer!

river1

Content Marketing is a core marketing initiative for many – if not most – firms in the market research industry. A good Content Marketing program can position your firm in the markets you serve, build awareness, generate and nurture sales leads and so much more.

But the biggest [perceived] obstacle related to content marketing – particularly among the principals of small and mid-sized firms – is this, “But I’m a lousy writer!”

And while that may be what many MR professionals believe… honestly, it’s not that true. Based on our work with firms throughout our industry and across the country, here are 5 ideas to explode that myth and get you over the hurdle:

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October 19, 2015

Does anybody even care what’s on your website?

help1Fact… your website is your top marketing tool – the #1 place prospective clients will go to do their due diligence on your firm.

So, do me a favor right now. Click over to your firm’s website and browse around for a few minutes. Go ahead… I’ll wait!

What did you see?

If your site is like most, you’ve waxed poetic about all of the services you offer, how great your employees are, your ‘special’ internal processes and even your mission statement.

OK, I’ll say it, “Nobody cares!” Not that much, anyway.

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