Q1 2013 gold trophy

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to professional services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

What I Learned About Management Consulting From a Store Window
This humorous, eloquent and entirely on point article from David A. Fields offers key lessons for any professional services firms looking to break through the clutter in an increasingly crowded market. Read the article.

Succeeding in Social Media
Despite some reservations, professional services marketers overall are taking a more active role in social media, increasing usage and participation, and experimenting with new tactics for engagement. This article from Accounting Today highlights some interesting examples of firms that are successfully using social media to promote, communicate, generate client leads, and even help recruit through social media channels. Read more.

A Bullish Outlook for 2013
Consulting Magazine recently published the results from its annual survey, the 2013 Executive Outlook, which asks firm leaders about their businesses, including revenue, profits, opportunities and challenges ahead. There are some dramatic shifts in what firm leaders say is keeping them up at night. Externally, pricing pressures and sales cycles were the biggest challenges, while internally, managing utilization rates, retention and staff morale made the top of the list. The survey also highlights interviews with executives from some of the leading firms in the consulting industry, who seem to be bullish on the overall economy and the opportunities it presents for clients and consulting firms. Read more.

Are You Meeting Client Expectations?
In today’s fiercely competitive environment, professional services firms must constantly seek new and differentiated ways to provide meaningful client service. A recent survey by ALM Legal Intelligence (ALI), sought to identify disconnects in the collaboration process between law firms and their corporate clients. While the report focuses on client satisfaction and service as it relates to document quality and delivery specifically, the overall take away is valuable for any professional services firm. Namely, firms that take the time to listen to and address client needs and expectations will go a long way towards building and maintaining those client relationships critical to thriving in a slow economy. Read the article.

From Employee to Brand Ambassador: Maximizing the Value of the Professional Services Brand

We published a whitepaper that examines how professional services firms can leverage the power of branding to stand out in an increasingly competitive industry. It’s a fairly comprehensive look at the process of building a solid and differentiated brand, from conducting internal and extensive research to identifying core brand attributes and developing a positioning…

Finding Your Content Niche From Within: The Opportunity for Professional Services Brands

What do professional services firms and media companies have in common? In one word: Content.

It is impossible to ignore the increasingly important role that content is playing in B2B marketing, especially for professional services brands. In a world inundated with information, professional services firms that are able to deliver valuable, relevant content in compelling…

Billing Backlash and the Value of a Differentiated Law Firm Brand

The legal services industry is going through an important inflection point. Changes in the industry’s fundamental competitive environment, brought on by a surplus of talented lawyers and reputable law firms; a resurgence in client resistance to “generous” legal fees; and the rise of new technology, including legal analytics software that brings an unprecedented level…