“Content is king” is a quote attributed to Bill Gates in 1996. Microsoft’s founder had the insight to see that the future of the Internet and how the things we write and create would shape the world we live in today.
Decades have passed by, and he was spot-on – to the point where, as Tom Foremski once wrote, “Every company is a Media company.”
If your firm doesn’t consider itself a “media company,” it’s time to rethink things.
Why Content is King and Firms Should Embrace Their Media Side
You may not have your blog post shared on television or a news channel, but your audience will consume the great content you produce because they trust you and want to hear what you have to say. At the same time, you’ll attract a new audience of users who discover your content through search engines, on social media, and through other dark social channels.
Content is so important that:
You can create an array of content:
- Blog posts
- Podcasts
- Webinars
- Social media posts
- eBooks
- Videos
Social and blog content alone gives you dozens of content possibilities to create assets that you can use further your reach, build your audience, and grow your firm over time.
In terms of leads, CMI reports that content marketing generates three times as many leads compared to outbound marketing at a 62% cost reduction. This figure is a compelling enough reason to view your firm as a media company.
Firms can fill their client pipeline with online media, but you can also create content that does more than just attract clients.
Content Does More Than Attract Clients
The content that you create is an “asset.” You can repackage these assets, promote them for years or reuse them. Evergreen content can work for your firm forever, helping you show the world your expertise and even:
Attract staff
Employees want to work for cutting-edge firms that embrace the world of content marketing and are innovative. You can create content that shows your employees having fun, highlights your work culture, and entices potential hires to contact you.
Content can include testimonials, too.
You can let your employees be your ambassadors through:
- Real testimonials
- Genuine appreciation for your firm
Social media is a way for your firm to stay in the public eye and get your message and work culture in front of potential employees. Even if you don’t have an opening, the content that you create can help your firm stay in the minds of top talent when there is a position open.
Retain staff
Appreciation goes a long way in retaining staff. You can create content that:
- Congratulates employees who were given a promotion
- Shows employee appreciation, such as a post about Joe, who has been with your firm for 10 years
Staff want to be appreciated. If you create media that shows your employees that you value them, they’re more likely to stay with your firm. Of course, there are a lot of other variables at play with retention, such as a competitive salary and benefits.
Another way great to involve staff in the content process is to encourage them to create their own content. Let them build their brand and showcase their expertise in the process. There is no better ambassador for your firm than your employees.
Retain clients
Your clients want to remain informed and engaged. Clients want to know that they’re spending their money on a firm that:
- Engages with them
- Stays on top of recent advancements
Media can position you as an industry leader, nurture clients and help you retain them, too.
Secure opportunities
Media has a way of opening doors for your firm that you never knew existed before. For example, your content may be seen by someone who asks you to:
- Be a guest on a podcast
- Co-host a webinar
- Speak at industry events
- Write a chapter for their book
You never know who is reading the media that you produce. Sharing your thoughts on recent tax changes or creative ways to increase profitability can create opportunities for you that you never knew were possible.
How to Start Creating Content the Right Way
What’s the first step to embracing the idea that “every firm is a media company?” Start creating content. But don’t just do it blindly. It’s important to take steps to start creating content the right way.
Here’s how:
Develop a Strategy
Start by developing a strategy for your content.
The goal should be to:
- Provide value to your audience
- Establish you and your firm as an industry leader
- Build credibility for you and your firm
To ensure you reach these goals, consider the following questions:
- Why are you creating content? Is it your goal to share your perspective and establish your firm as an authority? Maybe you want to educate clients and move them to the next stage of the buying journey.
- What is the potential value of the content? Will it grow your client base, help you build deeper relationships, or increase visibility?
- What is your voice? Have you established your brand’s tone and language?
Answering these questions will help give you some direction for your content strategy.
It’s also important to establish protocols and processes for:
- The creation process
- Approval
- Scheduling
- Publishing
Having established processes will ensure that your content is created consistently and with intention rather than on a whim.
Understand Your Audience
When developing your content strategy, it is crucial to keep your audience in mind. Understanding your audience will allow you to create blogs, social media posts, and other forms of content that appeal to them.
Find out:
- Who your audience is
- Where they are
- What their decision-making process looks like
- The factors that influence their buying decisions
- Their pain points and challenges
- Where and how they receive information
The more you know about your potential clients, the easier it will be to connect with them through your content.
For example, one common pain point for accounting clients is that they have a “trees” view of their business. They don’t really know how their company is performing financially, and it’s a lingering form of stress.
You can create content that discusses how an accountant can help them see the “bigger picture.” Because you’re focusing on their pain point, your content will be more valuable and engaging. They may even give you a call to schedule a meeting.
That’s the power of well-planned and thought-out content.
If you don’t know your audience, you’re just taking a shot in the dark when creating your content.
Focus on Quality
Knowing your audience can help you write better content, but it’s important not to lose sight of quality. As a firm, you want to inform and educate your clients and potential clients while building credibility.
It’s important to take an objective stance and avoid hyperbole, cliches or anything along these lines that may hurt your credibility.
When creating your content, consider:
- The assets you already have on hand. Do you have experts who can offer insight? Do you offer unique services or solutions that you can discuss in your content?
- The latest industry developments.
- What clients are saying about their challenges and wants/needs.
- How you can add a unique perspective to a relevant topic or industry development.
- Any services that are in the works that may help mitigate challenges.
Adding “media” to your company’s plans will create opportunities for your firm, help you attract top talent and also fill your client pipeline with ideal prospects.
Feeling overwhelmed?
Stat slow.
Begin with creating one content asset a week and slowly add more until you build your own media empire.
Click here to schedule a free consultation with me or to have us handle your content needs.
