Content Marketing Has No Value, If No One Sees It!

August 15th, 2017

content marketingIt’s very interesting… almost all ‘content marketing’ planning sessions focus solely on the first word: content – what topics are to be covered, who you’re writing for, which keywords should be focused on, which format you will use (blog, case study, eBook, infographic, etc.) and who’s going to create it.

But that’s only half the equation. Many people (most, in fact) assume because their content is “good” (at least they think it is), that it will be found by their target market. Not necessarily!

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How to Max Out Lead Generation for MR Firms

May 23rd, 2017

leads3Fact: Not every ‘sales lead’ becomes a client.

But every client was – at one time – a sales lead. Can’t happen any other way! Sales leads are the lifeblood of growth for every MR organization. Generating (and qualifying) them should be a top-priority strategy for everyone involved in sales and marketing at your firm.

There are numerous ways to generate sales leads, but the two most effective ones in our industry are:

  • Gated content
  • Conference participation

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Content marketing stalled by writer’s block? Here’s what I did.

May 16th, 2017

writers-blockFor the past five years, I have posted a blog once a week, virtually without fail. As a provider of content marketing services, we not only have to talk the talk… we also have to walk the walk. But after nearly 250 posts… I hit a wall. For the first time since we started Harpeth Marketing, I had writers’ block.

It’s not that I couldn’t come up with any good ideas for posts, I couldn’t come up with any ideas… period! It was truly frustrating.

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“Why should I care?”… the question your website visitors are asking!

March 14th, 2017

Why-should-i-careYour clients don’t care about what you can do… they care about what you can do for them.

We’re working with a new client who has developed a unique market research methodology. It’s really very interesting and kind of heady stuff – with a lot of science behind it. And that’s exactly how it’s described on their website. Which is fine.

In fact, that’s how most firms describe their products and services on their websites in our industry: “here’s what we do”… “and it’s really neat”… “and we’re really great at it!”

Meanwhile, your website visitors – a.k.a. potential clients – are reading that copy and asking themselves, “So what?! Why should I care?”

And they’re absolutely right… why should they care? You haven’t given them a reason to.

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Blogging in 2017? What do I write about?

January 3rd, 2017

blogA few weeks ago, I had a conference call with several contacts at one of my clients about Content Marketing in 2017… and specifically, about blogging.

The have committed to blogging a couple of times every month. Great! They understand the value of blogging in helping to position their firm as Subject Matter Experts, for building awareness and for helping with SEO. But every one of them had the same question…

“What do I write about?”

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Planning for revenue growth in 2017: Part 2 of 6

November 15th, 2016

blogger2As many of us are sitting down to start thinking and planning for next year, we’re posting this 6-part blog series highlighting a number of proven marketing & sales tactics that you can employ to help with revenue growth in 2017. Last week, we kicked-off this series discussing effective use of the telephone.

This week… Start Blogging.

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

September 14th, 2016

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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Your Clients Don’t Have Research Problems

February 16th, 2016

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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