Most companies in this space have marketed their services this way for decades. They sell expertise, and that requires content that showcases their smarts.
But that doesn’t mean professional services firms are leaps and bounds ahead of other companies in the way they approach content marketing.
Professional services firms are actually playing catch-up. They still rely heavily on old marketing communication methods—white papers, articles, newsletters—and are only starting to toy around with bite-size content and varied formats that connect them with audiences in different ways.
If you’re wondering why shorter is better, check out Jay Baer‘s post on why marketers trend toward shorter content.
While many professional services firms take baby steps, there are a few that leapt forward. IBM caught my attention with its latest Global CEO Study. Its microsite is one of the most dynamic I’ve seen to showcase thought leadership.
A few things caught my attention:
1. It gives you reasons to keep coming back.