Nine signs your thought leadership campaign will go wrong.. and how to sort it out

Your management consultancy is ambitious.  It sees an opportunity and wants to stand out as the go-to firm.  You want clients and prospects to recognise you as experts.

But standing out in a crowded market is difficult, so what could be better than an attention-grabbing "thought leadership" initiative?  After all, market leaders like Accenture, Clifford Chance, McKinsey and PwC do lots of it,

Drip-drip marketing hardly brings in leads

We've just held a seminar looking at how to make management consultant's sales pipelines work better.

Before it, our participants assisted with some research.  It showed that many of them were already doing a lot of marketing, such as events and some sort of regular technical update or newsletters.  

Is it better to have a clothes shop on Oxford Street or a dank back alley? 

Case studies of your firm's great work and delighted clients are amongst the most effective and versatile forms of marketing.They are also amongst the cheapest forms of marketing - yet many firms fail to make the most out of them (and some barely have any at all).

There are a lot of books, guides and blogs out there extolling people to make themselves thought leaders through filling up their website with "content".

In fact, there is a whole "content marketing" industry that has appeared to help you do this, measure the impact and ultimately reap the benefits.