Industry
Professional services
Firms that sell expertise, from law and accounting to consulting.
Law, accounting, consulting and similar firms sell expertise that is hard to judge before buying, so reputation, referrals and visible thinking carry the decision. The people are the product, and their profiles, talks and writing are the firm's main media. Some professions limit how they may advertise or describe their results, under rules that differ by country.
What matters when choosing
- Thought leadership that answers real client questions, with the firm's experts as authors.
- Support for partners and staff to share content in their own names, consistently.
- Relationship management that tracks contacts, referrals and events across the firm.
- Search visibility for the problems clients look up.
- Checks on what each profession allows in claims, testimonials and fees.
Questions to ask vendors and agencies
- How do we turn our experts' knowledge into content clients actually read?
- How do we track which relationships and referrals lead to work?
- What may we say about clients, results and fees in each market?
Common mistakes
- Publishing generic content that any firm could have written.
- Relying on a few partners' networks and never building the firm's own name.
Typical disciplines Content marketing Public relations Search (SEO and paid search) Email marketing Events and experiential
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