The Right Content in the Right Places

The right content in the right places to show thought leadership

Content marketing means developing useful, non-promotional information that helps people in your firm’s target markets to solve problems or access opportunities -- and make it available to them. This shows your firm’s members’ understanding of their clients’ world, and their ability to get practical, workable results for clients -- so they are seen as a trusted source of solutions, and this is a short step to becoming a trusted service provider. Part One: the right content Your toolbox  Articles in print (eg. industry magazines) and online media (association websites)  White papers and academic/professional papers  Videos and audio podcasts  Slide shows and infographics  E-books and printed books Two ways to motivate anyone

Fear (what problems does your firm solve?)  Show that there’s a real problem that will affect them  Deal with “no problem” or “not me”  Options and recommendations

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Greed (what opportunities can your firm offer?)  Show that there’s a real opportunity that will help them  Deal with “Been there, done that, didn’t work”  Options and recommendations

______Successful content themes

Newsjacking (shows your firm is on top of the news) •Summarize the relevant news event •Thoughts on how it will develop; give reasons •Recommendations on how to avoid harm or gain a benefit ______Trend (shows your firm offers leading-edge thinking) •Summarize the trend and historic causes •Describe the current situation •Thoughts on how it will develop; give reasons •Recommendations on how to avoid harm or gain a benefit

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How-to (a process with steps, OR a list of success factors) •Describe the intended outcome •List steps to follow in sequence, OR in order of importance •Avoiding pitfalls and problems

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Case study (good for showing ability to implement) •The initial situation •Steps taken to solve the issues •Problems encountered, and their solutions •Lessons learned, applicable by the audience/reader

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Part two: The right places

Most content marketing theory focuses on getting content published in media that your organization controls. This presentation focuses on getting content published in media already relied upon and trusted by your firm’s current and potential clients.

Three ways to divide your market (and the available publications:  Industry (retail, hospitals, K-12, municipal)  Profession/occupation (law, architecture, HVAC)  Geography (SoCal, Pacific Northwest, West Africa)

Opportunities are in printed trade/business magazines, their websites, websites of client- involved industry or professional associations, high-traffic blogs, news portals. What publications are most relevant for your clients and prospects?

______Query letter

Your topic:

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Why readers of THIS publication will be interested in this topic:

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Your points to cover:

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Qualifications of the author or authors:

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1764 Rathburn Road East, Unit 30, Mississauga ON Canada L4W 2N8 Tel. 1.289.232.4057 [email protected]

Carl Friesen, CMC, MBA has a background in journalism, B2B sales and public relations. Since 1999, he has helped his clients build their professional profile through getting their ideas published in media relied upon by people in their markets. He has worked with many AEC firms and has a keen understanding of their need to build their professional profile. To learn more about ways you can build your professional practice through producing informative content, visit www.showyourexpertise.com.