Content Marketing for Consultancies

Part
01
of two
Part
01

Content Marketing for Consultancies

Three of the best types of content marketing that will generate conversion for consultancies include videos, infographics, and social media posts.

OVERVIEW

  • Content marketing costs 62% less than outbound marketing. It also generates three times more leads than paid search and has a six times higher conversion rating than traditional marketing.
  • Additionally, 74% of companies say that content marketing increases leads and lead quality while 90% of B2B buyers state that online content impacts their purchasing decisions.
  • For consultants, one of the best ways to connect with their target audiences, strengthen their brand image, drive more traffic to their site, and increase their sales is through content marketing.
  • Content marketing is particularly crucial to consultants because it enables them to have direct access to their target audience.
  • Moreover, consultants do not sell tangible goods, as they are in the knowledge business. They are hired because of the expert advice they give within a particular field and the best way to show this expertise is through content marketing techniques.
  • Consultancies need to understand the needs of their target audience before settling on the types of content marketing they can use.
  • In addition to that, they also need to use the types of content marketing that will both provoke an emotional reaction from their audience and pique their curiosity in order to be able to convert them to subscribers.
  • For many consultants, blogging is one of the best types of content marketing because they attract more clients.
  • For instance, B2B companies that use/have blogs get 67% more leads.
  • According to a study conducted by Hinge Research, blogging was named as one of the top ten best content marketing techniques.
  • However, if a blog is inactive, it will keep potential clients away.

THE BEST TYPES OF CONTENT MARKETING

1. Videos

  • Creating videos that are short, entertaining, humorous, and captivating can help companies in generating a good ROI.
  • It is estimated that one-third of all online activity is spent on watching video content.
  • According to BrightCove, brands that use video as a content marketing technique can expect to see an average increase of 157% in organic traffic from search engines.
  • Additionally, videos also help increase the time spent on the website site by 105%, which increases the chances of conversion and sales.
  • A recent research by HubSpot revealed that 50% of consumers want to see more videos from the brands they interact with.
  • Using videos as a form of content marketing can help consultancies build relationships with audience members, improve ROI, and boost conversion rates.
  • Dollar Shave Club's video that went viral is a good example of how videos are one of the best content marketing techniques. His 26 million views on YouTube have helped the Dollar Shave Club experience impressive growth and brand recognition.
  • Another good example of how video content is one of the best techniques for content marketing are Ian James' videos. He says that when he first started he used brochures and articles to market himself but he was not able to establish credibility until he started posting videos, which allowed him to rise in popularity. People even started leaving messages complementing the quality of his videos.

2. Infographics

  • Infographics are a form of visual content marketing that display content, information, and data in an easy-to-understand, graphic format to customers.
  • Infographics help viewers to better visualize data, such as statistics, and understand why something is valuable or how something works.
  • 65% of people are visual learners, which means that designing infographics with a mix of simple wording, short statements, and clear images can help increase the consultancies' messages efficiency.
  • Infographics can help consultancies to ieducate their clients and provide information that can add value for leads and customers.

3. Social Media Posts


Part
02
of two
Part
02

Content Marketing Best Practices

Two best practices in the area of content marketing for consultancies are executing such marketing efforts across different channels and incorporating a call to action within content advertising. These best practices are also discussed in the associated Google document.

EXECUTE ACROSS DIFFERENT CHANNELS

  • The importance of executing content marketing across different channels was identified as a best practice for consulting organizations given that this action was highlighted as a key strategy, essential tip or fundamental aspect of content marketing for consultancies by a variety of experts and marketing leaders, including branding expert, Betsy Jordyn, digital marketing agency, Boston Digital and marketing software agency, Rapidan Inbound.
  • Specifically, Betsy Jordyn and Boston Digital highlighted the fact that individuals have different learning styles as well as search engine preferences, and an effective content marketing strategy will therefore present content on a variety of media channels.
  • For example, Google and YouTube are the first and second largest search engines, so it is reasonable to make content easily searchable via both vehicles.
  • Meanwhile, corporate websites, social media, eBooks, podcasts and seminars represent other channels for content distribution, potentially with significantly lower cost points than traditional advertising.

INCORPORATE A CALL TO ACTION

RESEARCH STRATEGY

An extensive review of trusted media sources, consulting industry reports and articles published by authorities and key players in the content marketing sector was conducted to ascertain two to three best practices around content marketing for consultancies. As part of this research, direct, pre-compiled information was identified from two recent sources related to such best practices for consulting organizations. However, additional searches into content published prior to 2018 revealed several other resources that further validated these best practices in content marketing for consultancies. Given that these additional articles were published fairly recently in 2014 and 2016, and further substantiated the assertions by content published in 2018, it seemed reasonable and appropriate to include the findings from this additional research to add additional robustness to the best practices discussed within this analysis.

For the purpose of this analysis, best practices were determined based on the identification of these guidelines or steps by multiple experts and marketing leaders as key strategies, essential tips or fundamental aspects of content marketing for consultancies.
Sources
Sources

From Part 01
Quotes
  • "Content marketing is particularly important for independent consultants and service providers since it gives them direct access to their target audience and a level playing field with the bigger and more established brands."
Quotes
  • "As a consultant or consulting firm, you are hired based on your credibility, your expertise, and your ability to build trust. Publishing quality articles that educate your prospects is the best type of marketing strategy there is."
Quotes
  • "Content marketing is not some marketing fad. It’s simply the smartest way of finding and connecting with your ideal client, establishing your credibility, increasing your number of discovery meetings and close rates as well as giving you the platform to increasing your fees."
Quotes
  • "Content marketing has become one of the most powerful digital marketing strategies for businesses of all sizes and industries."
Quotes
  • "By providing audience members with useful content to educate them on your products and services and show them how those products and services effectively solve their pain points and challenges you can increase conversions, improve brand awareness, boost revenue, and more."
Quotes
  • "My site has a lot of videos. It started off as a brochure. I put my website out there and I said, “I’m a good consultant,” and nothing happened. Then I did some research and I realized that I needed to establish some credibility and I started to write articles, but it wasn’t until I hit video"
Quotes
  • "Before being able to generate leads, consulting firms must gain the trust of a prospect. In order to build this trust, your content must tap into the needs of your audience and demonstrate your firm’s expertise. Once your audience grows accustomed to the valuable content you share, they will start to engage with your brand and lean on your consulting expertise."
Quotes
  • "Content marketing is the most cost-effective and analytics-driven method for reaching new customers on their terms."