Regularly posting interesting and relevant articles online should, for most consultancies, be the cornerstone of their marketing.
Regular blogs highlighting your ideas and expertise deliver numerous marketing benefits including:
- Ensuring you have interesting material to regularly share on LinkedIn, Twitter and other social media you use. This is especially useful as the people most likely to give you work - clients, former clients and referrers - will see it.
- Helping you stand out as an expert by demonstrating, not simply asserting, your knowledge.
- Boosting traffic to your website from prospects. This is because Google loves regular new content. Writing on important issues for business owners and senior executives means you will rank higher on Google when prospects search on these topics.
Also, these blogs provide great material for reusing in other marketing, such as for emails and for your PR agency to repurpose as press comments and journal articles.
But often blogging programmes fizzle out - why?
Common reasons we often encounter for blogging programmes failing include:
- Quickly hitting the ideas "brick wall" after the first few have been written.
- Finding time to write punchy blogs because of the pressures of chargeable time.
- Analysis paralysis and generally making a simple task overcomplicated (especially common with management consultants!).
- The topics and content end up the same as everyone else. Lots of effort - but sadly bland content delivers bland results.
- Disillusionment from unrealistic expectations.
- The all-important promotion of the blog is neglected. Again, a lot of work for little result as all effort has gone on writing the blog... but too little effort on the other important parts of the process.
On the webinar we will be tackling these problems with plenty of practical and straightforward tips to ensure you and your firm have a successful blogging programme up and running this autumn, including:
- The sort of blogs that will deliver the maximum impact for your Google rankings and what you need to include.
- How to keep coming up with great blog ideas (that don't require tons of work or research).
- Creating an editorial calendar and getting a blogging programme working smoothly at your practice.
- Turning blogs into clients: what steps you need to take to ensure every blog is a hard-working business developer for your firm.