Most professional services firms spend serious money on thought leadership & content activation
Far fewer have a convincing answer when the board asks what that investment actually delivered.
Usually, the work isn’t the problem. The problem is that too little of it reaches anyone beyond the people who already know the firm.
So we’ve produced a guide to why that happens, plus an audit you can run in an afternoon to find out how much of what you publish is actually reaching someone new.
Having the expertise was never really the issue
The issue is whether anyone sees it.
A white paper takes six months to produce, then lands mainly with existing clients and alumni who already know the firm. A partner has a genuinely original point of view, then posts about it twice a year.
The firms winning the work you want aren’t necessarily smarter. They’re often just better at making their expertise visible to the people who matter.
And there’s a harder version of the same problem
If your reputation sits mainly with a handful of named senior people rather than the firm itself, your brand can start to look more like a rota.
That can work perfectly well until one of those people retires, leaves or joins a competitor. Then you discover how much of the client relationship belonged to the individual, rather than the firm.
What's in the guide?
23 pages. No sales call attached.
An audit you can run in an afternoon, using data you already have, to see how much of what you publish reaches people who don’t already know you.
Who's writing this?
We’ve spent 25 years working with professional services firms on the marketing challenges that come with complex organisations.
1
We’ve seen first-hand how good thinking can get stuck - between busy experts, marketing teams, internal stakeholders and the audiences they’re trying to reach.
2
And because much of our work happens internationally, across around 30 markets, we’ve seen different versions of the same challenge play out across different firms, sectors and cultures.
3
Making that complexity easier to navigate is a big part of what we do. Helping genuinely good thinking reach the people it was meant for is one part of that. This guide is about how to do more of it.
Where shall we send it?
We'll send the guide, and once a month something else worth reading. You can unsubscribe at any time.
Read our latest insights, news and views
From the latest trends to the ideas shaping B2B marketing today this is where we share all our latest thinking.
Most professional services firms spend serious money on thought leadership & content activation
Far fewer have a convincing answer when the board asks what that investment actually delivered.
Usually, the work isn’t the problem. The problem is that too little of it reaches anyone beyond the people who already know the firm.
So we’ve produced a guide to why that happens, plus an audit you can run in an afternoon to find out how much of what you publish is actually reaching someone new.