Blake Kendrick says, “Your content marketing strategy should be approached a little differently if your business offers professional services, like practicing law, medicine, or performing some form of consulting work.

This is because you’re largely capitalizing on expertise to serve your clients, not just pushing product benefits. Demonstrating that expertise is going to be crucial to building trust with your audience, which in turn leads to inbound inquiries.

That being said, let’s nail down who your audiences are, since there are actually TWO primary groups you’ll want to target. From there, we’ll look at some tactical strategies you can employ to start using content marketing for professional services on different media channels.

First Up: Who Are You Attracting?

“Clients” is the obvious answer here. You’re definitely going to need messages going straight to the people who are going to be writing checks for you. It’s the other, not-so-obvious target that may actually bring the most value to your business development, however: referral partners”.

Using Content Marketing in the Professional Services Industry

HubSpot

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