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Content Marketing For Professional Services

Content Marketing For Professional ServicesContent marketing for professional services is the right approach for practitioners interested in building their clientele, regardless of profession.

Whether you are a cardiologist, chiropractor or CPA, your practice needs to engage in content marketing for professional services you offer.

It’s not enough though, to just broadcast a list of your services.

You need to let people know why they should come to YOU instead of someone else for those services.

Old School Marketing

Most of us are old enough to remember when professionals services were marketed with a business card and a brochure.

That was nice for people who were sitting in your waiting room, so they might pick them up and share them with friends and family.

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More aggressive marketing included things like speaking at events or conferences, hosting roundtables talks at the local library or writing articles for the local newspaper.

What made these strategies effective was that at the end of your presentation, you got to hand out your business card and a brochure.

Then there was, and always has been and always will be – paid advertising.

Remember the Yellow Pages?

How about space ads in your local news paper, or radio spots on the local talk shows?

These strategies all worked in their day.

Today, things are different… but they’re still the same.

Internet Marketing

Internet marketing changed everything.

Or did it?

Letting people know who you are and what you do is still the best way to build your practice and promote your professional services.

The internet did not change that.

It just changed the way you go about marketing.

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Inbound Marketing

To take advantage of internet marketing, professionals need to establish a content “hub.”

That’s where you post your articles, videos, podcasts or other content you want to share with your audience… your prospects.

The most effect content hub for most professionals is their blog.

Alternatives to a blog could be a Youtube channel, Facebook page or LinkedIn profile or group.

In other words, any online property where you post the content you want to share.

Once your content is posted, you need to use “inbound marketing” strategies designed to get people to visit your hub site.

Content Marketing Strategy

One of the best inbound strategies is content marketing.

Your content should be designed to attract the specific audience that is most likely to be interested in your services.

Because you market by promoting your content, you are simultaneously building your authority or expert brand in the eyes of your audience.

If you are a malpractice attorney, for instance, writing articles about how you’ve been able to get large settlements for your clients, you will be perceived as a leader in the profession.

If your content is marketed to people who have suffered medical injuries, some of them will be likely to contact you for advice.

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Know Your Market

It does not help you to develop content for the wrong market.

In the example above, you don’t want to work hard to get your articles in front of people who have no apparent need for a medical malpractice attorney.

We’ve all seen television commercials offering legal advice and free consultation to victims of a specific drug or treatment procedure.

The attorneys running those ads are clearly talking to only a specific group of people, and they make that clear.

They know exactly the market they want to reach, and they make no effort to appeal to anyone else.

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Create Content

The key to content marketing for professional service is, of course, having great content to market.

That does not mean you have to stop seeing patients or clients in order to start writing great blog posts.

If you don’t have the time to write a blog, you need to delegate that task to someone.

It could be someone on your staff.

If you have a sizable practice, you might be able to get several people involved in content creation.

In the majority of cases, though, you are not going to get the best content in the world from your legal secretary or patient accounts rep.

You will probably need to outsource writing assignments to professional writers or content services who can provide top notch content.

If you want to do this part of the business in-house, or even do it yourself, you will need to create a stringent production schedule.

It never works to just say, “I’ll have to put up a new blog post soon.”

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Without a steady flow of fresh content, you won’t be able to develop much of a content marketing strategy.

Content Marketing and Distribution

Once you have good content, let’s say 2 or 3 new articles published to your blog each week, you will have something to market.

The best content in the world means very little unless you have a powerful content marketing and distribution system in place.

Again, this may be beyond your capabilities to handle in-house.

You can do it yourself, but if you don’t get it right, you probably won’t get a lot of response to your content marketing efforts.

Consider a professional service, a virtual assistant, or even hiring an internet marketing specialist.

Your content must be getting seen on social media sites, and it must be getting seen by your target audience.

You can also buy ads, like Facebook ads for instance, but again, you need to know what you’re doing, or you need to hire a person or service who does.

Building Relationships

Once you are executing a rigorous content production schedule, coupled with a strong content marketing strategy, you should be getting some feedback from prospects.

This is the time that you, or a qualified appointee, will have to step forward and start building relationships with them.

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Suppose, for instance, your articles, videos or podcasts are being properly marketed to victims of medical malpractice.

Some of your new prospects will comment on your blog posts or Facebook posts, retweeting, sharing your content on Google+ or other sites.

Some prospects will call your office.

Others will subscribe to your email list to get your newsletter.

In each case, you need to start having conversations with these people.

All the content in the world seldom converts people into new clients or patients until you’ve reached out to them and engaged them in some meaningful way.

That’s when they really build a trust bond with you and are ready consider using your services.

Hand Out Your Brochure And Business Card

At this point, you’re ready to give people your virtual brochure and business card.

It may be in the form of a link to your “Contact Me” page, your “My Services” page or even a sales page of some sort.

You final goal is for the conversation to result in your prospect becoming a client.

Content Marketing For Professional Services

You can see that content marketing for professional services is the same today as it every was.

Instead of making a presentation in a library, you can present your content in the form of a blog post, video or webinar.

Instead of handing out brochures and business cards, you get people on your mailing list or Facebook page where you continue to interact with them until they become clients.

Instead of your prospects handing your business card around, they share your tweets and Facebook posts to their social media crowd.

Each social share leads people back to your blog where they see who you are and how you can help them.

Content marketing for professional services is not a new concept, but it must be updated to keep up with the current way that people interact with professionals.

If you need help putting together a good content marketing program that will interest targeted prospects in your professional services, contact me here.

You might also be interested in our coaching program that can be tailored to your specific needs…

Content Marketing For Professional Services
Do you currently employ some form of content marketing for professional services for yourself or for others?

I’d love to hear about it in the comments below.

Please, also take a moment to share this article on your social sites.

David Merrill 101
I'm an Internet Marketer and Online Marketing Coach. My students learn no-nonsense, power strategies and techniques to build solid blogging and internet businesses. David Merrill+

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21 Responses to Content Marketing For Professional Services

  1. Donna Merrill September 25, 2016 at 12:52 am #

    Hi David,

    I do believe that building relationships is the main mindset I have when it comes to marketing. Without it…we are just stagnant.

    Fantastic article!

    Donna Merrill´s last blog post ..Why Create An eBook | Advice From Ryan Biddulph

    • David Merrill October 2, 2016 at 12:28 pm #

      Absolutely, Donna. Relatiionships are the key.

      People are on the internet for information, of course.

      But primarily, they’re looking to find people to connect with, people who can help them achieve their dreams.

      That’s our job 🙂
      David Merrill´s last blog post ..You Can Have A Profitable Online Business

  2. karan September 30, 2016 at 7:34 am #

    I love content marketing services because its part of inbound marketing and now a days very viral
    karan´s last blog post ..ContentMart Review: Freelance Content Writers

    • David Merrill October 9, 2016 at 6:51 pm #

      Yes, Karan, content marketing can certainly create the viral activity we need to get our blogs in front of our target audience.
      David Merrill´s last blog post ..My To-DO List

  3. Chery Schmidt October 2, 2016 at 7:27 pm #

    Hello David! Great article my friend! The internet has changed the way we market, but it has not changed how this all works.. People do business with people they know like and trust.. Whether this be online or offline..

    Thanks for sharing
    Chery :))

    • David Merrill October 9, 2016 at 6:52 pm #

      So right, Chery, marketing is still about getting folks to know, like and trust you.

      Nothing new there, is there?
      David Merrill´s last blog post ..List Building On My Mind

  4. Aravinth October 8, 2016 at 1:00 am #

    Hi David,

    I agree with your points that you have mentioned.

    I like the content marketing and Building relationships.

    Thank you.
    Aravinth´s last blog post ..Dreamhost Promo Code: $50 Maximum Discount Coupons – October 2016

    • David Merrill October 9, 2016 at 6:54 pm #

      Building relationships is really the golden core of everything we do online.

      Content marketing is great for getting our blogs seen and noticed, but we can’t drop the ball there.

      Our content is only work marketing if it’s structure to build relationships with our readers.
      David Merrill´s last blog post ..How Do I Drive Traffic To My Blog

  5. Beth Hewitt October 8, 2016 at 11:51 am #

    Hi David,

    The internet and technology did change things, but it hasn’t changed the importance of relationship building. I was at an event last week, I had a stand and I was talking to businesses. In the break I decided to go round and meet some of the other exhibitors and was shocked when one of them said you can’t speak to the other exhibitors and tell them about what you do.

    I was so shocked. I simply said. “I just like to know get to know the people behind the business.” The same way I would want to get to know my hairdresser or the guy that walks the dogs in the park.

    Really great post.

    Beth 🙂
    Beth Hewitt´s last blog post ..Making the most of events when you’re a blogger.

    • David Merrill October 9, 2016 at 6:57 pm #

      Strange event rules, it seems to me, Beth.

      The whole reason people attend events and conferences is to “rub shoulders” with their peers, and get to build key relationships with one another.

      Otherwise, you could stay home and watch their videos or read their blogs 🙂
      David Merrill´s last blog post ..6 Ways To Use Video To Increase Affiliate Sales

  6. Deborah A. Ten Brink October 9, 2016 at 12:13 am #

    I know that when I get “in my zone,” it’s like I eat, drink, and breathe my business. I think that actually helps for the most part. We all have so many opportunities to share what we do and to help others with their challenges.

    If we aren’t thinking about our business products and services, you miss so many wonderful opportunities! Get creative! Use several techniques to reach out, tell people how you can help them, and let them know how to reach you.

    By far, I do prefer digital methods to “in-your-face” methods, but I think if we do a mix of strategies, we will learn, grow, and meet the right people so we can make a difference.

    Great post, David. I can’t add a thing!

    Deborah A. Ten Brink´s last blog post ..Get In Alignment To Run An Effective Business [video]

    • David Merrill October 9, 2016 at 6:59 pm #

      I think the problem with any “in-your-face” methods is that they are blatantly self-centered, Deborah.

      You have to let people know that you’re not just there to lecture to them and get them to listen to your message… you’re there to listen to them, learn what their concerns are and try to help them move forward in their business or in whatever your niche is about.

      That’s relationship building vs. selling.
      David Merrill´s last blog post ..A Big Email List Can Have Small Results

  7. Mary Sloane October 9, 2016 at 9:46 am #

    Hi David and Yes I agree with you Content Marketing is critical

    We are fortunate to have a billboard on the world; our website or blog.

    Now we have to have enough good content that people realize what we do, that we are passionate about what we do and good at it and finally how we can help them.

    To great success

    Mary Sloane´s last blog post ..Feel Like Your Dollar/Your Currency is Not Going as Far as it Once Did?

    • David Merrill October 9, 2016 at 7:02 pm #

      I like that, Mary… our blog is like a billboard, positioned for all traffic to take notice of as they move about here and there.

      Now, we just need to make sure that billboard is focused on “how we can help them.”
      David Merrill´s last blog post ..You Can Have A Profitable Online Business

  8. Lesly Federici October 9, 2016 at 11:27 am #

    Hi David,
    It’s interesting to me to see how the suggestion “Build Relationships” is becoming the main rule of thumb, besides content, for any activity online using social media. I’ve been online since 1998 and grew up with the internet and websites. Before social media all you could do was use links and email. I love it now because it’s been “humanized”! I much rather build a relationship than promote my business first .. the “Hub” – the blog is a necessity for self-branding and having a place for people to get to know you …

    • David Merrill October 9, 2016 at 7:06 pm #

      Your blog is absolutely the “place for people to get to know you,” Lesly.

      That’s where we begin the relationship building… with our content.

      But we have to market that content, via social media for instance, in order for it to get seen by those people in our niche that we want to have that relationship with… those whose lives we can help improve even if it’s in the tiniest way.
      David Merrill´s last blog post ..4 Ways To Get Money From Your List | Optimized Email Marketing

  9. Joy Healey October 10, 2016 at 4:01 pm #

    Hi David,

    You’re right – over and over again it still comes back to the old theme of business “Build a good relationship”.

    I too prefer online / digital to face-to-face so that I can give a considered response to people, rather than blundering in with both feet. And my blog is the perfect hub for this.

    It always saddens me to see “unloved, empty blogs” where the owner hasn’t bothered to make even monthly posts. So i think a professional content service is a great idea.

    Joy – Blogging After Dark

  10. Robin Khokhar October 12, 2016 at 3:26 pm #

    Hi David,
    On your Blog after a long time and found this amazing article which helped to be more innovative.
    So, thanks for sharing.
    Have a great day.
    Robin Khokhar´s last blog post ..Reciprocal Links: Can still be used or not?

  11. Sue Bride October 16, 2016 at 11:57 am #

    I’ve been searching for a new dentist. I used the same one for many years but moved areas and wasn’t happy with the local one I chose. I first tried review sites but not many dentists had any, and most of those were negative (I think people tend to be more inclined to complain on these sites).

    I finally settled on one and, after reading this, I realized that my decision was only partly based on a couple of good reviews. It was mostly because of the dentist’s website. A few good blog posts tipped the balance for me.
    Sue Bride´s last blog post ..Instamate Review – Use Instagram On The Web from Your Computer

  12. Manoj February 22, 2017 at 6:13 am #

    We should give priority to making relationship than all building techniques. If you have good relations, others will follow your naturally.

    I agree with your points and techniques for marketing contents.

    Thank you very much for this fabulous writing.
    Manoj´s last blog post ..How to Search Gmail Mails by Date and Time

  13. Saeed Jatoi March 11, 2017 at 1:48 pm #

    Hey David,

    Your blog is full of knowledge, I always found something new which helped me alot. Content marketing is the best way to rank on the Top, i just noted your points, will Follow them. Thanks for sharing your knowledge with us.

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