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How the smart professionals use valuable content to attract clients


GTE thumbnail_150Heather Townsend, author of The Go-To Expert and How to make partner and still have a life, explores how savvy professionals use valuable content to make their networking and relationship building more effective.

In the third of our newly published ‘The Go-To-Expert‘ inspired blog posts (get your free chapter of the book here) we look at how you can use valuable content to help make you the Go-To Expert and build up your own client base

Traditional Professional Services Marketing was all about networking and relationship building

Now I’m not saying that up-to-date professional services marketing is not about networking and relationship building. It still is for Big Ticket work which is the bread and butter of any Big 4 firm. Just that there are many more tools available for you to do this. One of these, and in my opinion, an essential tool, is using valuable content to attract clients to you.

Let’s face it, one of the things that most of us don’t have the luxury of is lots of free time. After all when you factor in the billable hours targets you are required to hit at manager, director and junior partner, it can be nigh on impossible to build up your client portfolio by networking alone. That is why the smart professionals make their own luck by producing their own content which they spread and distribute. This helps to facilitate any networking or relationship building that you do. Most marketing departments and partners, as long as the material you make is of sufficient quality, will welcome you, and help you to build your own content.

One of the most valuable sources of referrals for any Big 4 consultant or advisor is the internal firm network. By spreading and distributing your valuable content internally, it can raise your profile quicker than lunching and coffee meetings alone. After all, what gets shared regularly through the partners and employee’s twitter feeds? Firm produced content… Make sure that they are sharing your content and you will be onto a winner.

Deciding what content to produce?

Whatever content you produce needs to be valuable to your target market. Therefore before you start to produce content you need to narrow down to exactly the types of people that you want to work with. In other words you can’t sit on the fence and try and be all things to all people.

Then you need to listen to them. So that you understand the world that they operate in, and from THEIR perspective.

Sonja Jefferson, co-author of Valuable Content Marketing

Some of the tools to do this are very simple, for example:

  • talk with your clients or prospective clients
  • read their blog post and trade press
  • carry around a notebook to jot down thoughts, ideas from conversations (or use something like evernote on your phone)

When you really understand the world your target market operates in from their perspective, then you are ready to write/record/produce valuable content for them.

To help you start to use valuable content to win your own clients download NOW our free Guide To Content Planning

What is the best type of  valuable content to help you quickly attract clients?

  • content which answer the key questions your target market is asking – particularly when you send it to them after a conversation where they have raised this question
  • content which showcases your credibility at helping solve a common problem your clients tend to have
  • content which helps educate your clients in what is involved in taking the first step in working with you.
  • content which has a safe and easy ‘call to action’ which makes it easy for the reader or listener to take the next step in the sales process. (This is rarely, pick up the phone and call me!)
  • content which showcases your credibility and helps you get introductions to the right people
  • content which is well written, jargon free and low on ‘heavy technical detail’

How do smart professionals use this valuable content?

  • as part of their keeping-in-touch plan with key influencers, prospects, introducers and clients
  • sharing via social media channels such as LinkedIn, Twitter, Google+ and YouTube
  • within their sales process to send to prospects at key decision making points to help them take a decision quicker
  • to send to clients to help them either proactively or reactively
  • putting on the firm’s social media presence, i.e. youTube channel or the firm’s blog
  • by showing people, via sharing their best or most relevant content, they are being introduced to that they are worth talking too

In Summary,

Producing and sharing valuable content should be part of every ambitious professionals suite of marketing tools. In Chapter 5 of ‘The Go-To Expert we examine how to produce valuable content to attract in the right type of clients in a high level of detail.

If you have found this blog post useful, then buy your copy of The Go-To Expert to dig into the subject in more detail.

To help you start to use valuable content to win your own clients download NOW our free Guide To Content Planning

Download our free six page guide, from our career kitbag, containing 13 tips to help you accelerate your career at a Big 4 firm

Author Credit

GTE thumbnail_100Heather Townsend helps professionals become the The Go-To Expert. She is the author of the  award winning and best-selling book on business networking, the ‘FT Guide To Business Networking’ and the co-author of ‘How to make partner and still have a life’, and ‘The Go-To Expert’. Over the last decade she has worked with over 300 partners; coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices.

Heather blogs regularly at How to make partner and still have a life and works with future and current Big 4 partners and professionals from mid-tier firms all over the world

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