OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?

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QUICK OR DEEP CONTENT: WHICH IS BETTER FOR PROFESSIONAL SERVICE FIRMS?

IS IT TIME TO DUMB-DOWN YOUR CONTENT?

Content marketing is an incredibly hot topic right now with virtually every company on the planet. This is especially true for B2B and professional service organizations for whom traditional mass-media, such as television, radio and newsprint formats, are out of reach either because of budgets or because of targeting.

A content glut has obfuscated that which is really good counsel from that which is merely noise. This has made it very difficult for professional service firms to rise above the din and realize the engagement they desire for their ideas. I hear the nervousness in the voice of my clients when we talk about the analytics of their content strategies.

This is leading some Chief Marketing Officers, Directors of Marketing and Directors of Content Marketing to consider what I would call a dumbing-down strategy. The fear is that with so much content being available, if your posts are not showing up every 20 minutes or so, you’ll miss opportunities.

I cannot speak to the frenetic nature of the speed of content posts. I believe research needs to be done in this area to guide all of us toward the right balance. But I can speak to the dumbing-down strategy. My message is simple. Don’t do it.

KEY TAKE-AWAY:

 

IF YOU WANT TO BE A TRUSTED ADVISOR, YOU CANNOT DUMB-DOWN YOUR CONTENT. YOU NEED TO MAKE IT RICH WITH IDEAS THAT HELP PROSPECTIVE IDEAL CLIENTS MOVE AHEAD ON CRITICAL PROJECTS.

Are decision-maker’s attention spans really that short?

The idea behind the short post is that people skim these days. They don’t read anymore. While this may be true for some, in my experience, the people that professional service firms need to engage do in fact read. They read quite deeply.

A decision-maker, someone whose career is on the line and who has to stand behind the decisions they make and the products and services they recommend, well they have a lot at stake. If they make a bad decision or at least cannot justify the rational for a decision made at a moment in time, their careers could suffer. They could be fired. In certain instances, they could be sued.

In my experience, these people really pay attention. They are sensitive to language. They are easily put off. More importantly, they recognize good ideas when they hear them.

Is more better?

Content marketers these days seem to operate from the notion that more is better. I agree. More good thinking is better. But more posts or more noise – well I’m not so sure about that. I also don’t believe that the really smart people who make decisions about professional service firms want to be inundated with more. I think for them, less is more. They already have too much on their plate.

I have a sense that decision-makers, those with budget authority, decision-rights and an imminent need, are really just looking for solutions – not content. Content is the swamp that they have to wade through to get to the ideas that will help them accomplish goals, realize opportunities and overcome challenges. But it’s the ideas that matter.

What happened to being a trusted advisor?

In days gone by, the goal of creating content was to establish a person or a company as a thought-leader, someone who could be trusted. These days it feels like the goal of content marketing is simply to drive traffic to websites. Does that really shape the behavior we all want to see?

I have a sense that what we really want to see from content marketing is a deep connection with the right prospective ideal clients. Usually these connections are built over time, not quickly. In some rare instances, where someone has an immediate goal, they might rush a decision. But most people who have an important decision to make, because there is so much on the line, will take their time. They’ll look at a number of providers. They’ll consider your approach and the clarity of your thinking and strategy. And they’ll draw their impressions from the content you create.

If you want to be a trusted advisor, you cannot dumb-down your content. You need to make it rich with ideas that help prospective ideal clients move ahead on critical projects. The richer your ideas, the stronger your connection will be with these people.

How to get started

To help you build these kinds of strong connections, I have a free resource for you. It’s called 7 Steps To A Content Marketing Program That Consistently Yields Ideal Clients. It contains 7 videos and downloadable tools that you can use to build a highly effective content marketing program. It’s free and it’s available right now.

About The Author

Randy Shattuck is a seasoned entrepreneur who works hand-in-hand with senior leaders of mid-size professional service firms to grow revenues, acquire clients, open new markets, increase profits and effectively position their brands.

OUR BLOG

SALES

Five Strategies For Midsize Service Firms To Break Through Revenue Plateaus
How Pro Service Firms Can Fix The ‘Drop Everything — Chase Money’ Problem
Prospect, Originate, Navigate: How To Fill Your Professional Service Pipeline
To Grow Your Mid-Size Professional Service Firm, Think Carefully About Your Promise
How To Sell Professional Services Today – Part 7
How To Sell Professional Services Today – Part 6
How To Sell Professional Services Today – Part 5
How To Sell Professional Services Today – Part 4
How To Sell Professional Services Today – Part 3
How To Sell Professional Services Today – Part 2
How To Sell Professional Services Today – Part 1
How Mid-Size Service Firms Can Acquire Great New Clients On LinkedIn
Five Ways The Consultative Sale Improves Profits
How To Win The Complex Service Sale Consistently
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
How To Break The Grip Of Rainmaker Culture
How Content Impacts The Service Sale
How To Know When Prospects Are Ready
How To Pull Prospects Into Conversations
Nurture Organic Relationships Online
How To Build Relationships With Jaded Prospects
Do Prospects Want To Buy Or Be Sold?
Close Deals Faster Using Proof Statements
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
Your Best New Client Is Looking For You
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
Quick Or Deep Content: Which Is Better For Professional Service Firms?
Most Leads Are Not Ready To Engage – But They Will Be

MARKETING

How To Market Managed Services - Part 3
How To Market Managed Services - Part 2
How To Market Managed Services Today – Part 1
Why Service Firms Need A Multichannel Digital Marketing Strategy
Does Your Website Attract Ideal Clients?
Why Service Firms Need The Ultimate Digital Marketing Stack
The Myth Of The Time-Starved Service Buyer
Do You Choose Clients Or Do They Choose You?
How To Market & Sell Professional Services Today
Why You Need A Generous Brand
How Content Impacts The Service Sale
Are You Measuring Your Time Funnel?
How To Get Mindshare With Busy Decision-Makers
How To Get Great Prospects Leaning In
How Digital Marketing Creates Sales Funnel Velocity
Five Digital Marketing KPIs
Can Service Pros Over 40 Succeed In Digital?
Do Your Users Experience Content Regret?
Content Registrations Are Not Enough
Is Your Website Open For Business
How To Build A Great Digital Marketing Plan
Digital Marketing Perfect For Complex Sales – Part 2
Digital Marketing Is Perfect For The Complex Sale
The Value Of An Idea Driven Website
A New Website Won’t Bring You New Clients
Do You “Get” Digital Marketing? – Part 2
Do You Get Digital Marketing?
Who Benefits From Your Content?
Lead Nurturing Versus Content Marketing
Your Best New Client Is Looking For You
Make Your Website A New Client Driver
Why Service Firms Should Focus On Ideal Clients– Part 3
Why Service Firms Should Focus On Ideal Clients– Part 2
Why Service Firms Should Focus On Ideal Clients– Part 1
How To Get The Greatest Value From Content Marketing
Why You Should Absolutely Give Away Your Best Ideas
Do This to Fill Your Sales Funnel
What You Must Do To Acquire New Clients
An Audience Of One
How to Attract New Ideal Clients
Are You A Content Marketer Or A Thought Leader?
Consider The Source: Theorist Or Practitioner
Why Pain Points Are Not Enough
How To Nurture Ideal Prospects
Quick Or Deep Content: Which Is Better For Professional Service Firms?