your content marketing reality check
TRANSCRIPT
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Your content marketing reality check: four tests to help you decide if an idea for content is a “green light” or a “red light”
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Many firms prepare content without thinking much about whether it should be a priority. This can result in:
Missed opportunities to build the right business
Wasted effort for your team
Building business your firm doesn’t want
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So, start right.
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Each time you’re considering producing a blog post, video, article, podcast or other content, put that idea through these four tests to see if it’s right for your firm.
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The proposed topic – is it one for which your firm wants to be known?
Test One:
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Check your business plan. Find out what the priority growth areas are.
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If the content topic matches those priorities, maybe it’s a green light. If it’s not meeting a priority need for the firm, it’s a red light.
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Is the topic one that the author can credibly discuss?
Test Two:
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Particularly in professional services firms, the people are the brand.
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If the author isn’t thoroughly knowledgeable about the topic, the information in the content may be
wrong.
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And, the author won’t come across well if a client contacts the firm, wanting more information on that topic.
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Does the content meet a felt need from existing clients?
Test Three:
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The content needs to discuss a need that clients and prospects can actually feel right now.
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Otherwise, it’s like pushing string up a hill.
Your content must either address a problem your clients know is going to hurt them,
Or an opportunity they want to access.
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Is there a credible interest level in this topic?
Test Four:
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Do clients and prospects really want to know what your firm wants to talk about in this
content?
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The subject may be fascinating for your firm’s people, but is it something your clients would rather just outsource and not deal with?
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If the content idea you’re considering doesn’t meet all four tests …
just say no.
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Sometimes, a bit of thinking around the original topic points the way to a concept that really is a winner.
Then, find topics that do meet the four tests.
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For more information on content marketing strategy for professional firms, see
www.showyourexpertise.com