Content as a continuous professional development tool

Content as a continuous professional development tool

Candice O'Sullivan
April 2, 2014

When we talk about content, we usually focus on the role it plays in marketing and lead generation. However, there is a whole other side to content that is frequently overlooked: the role it can play in professional development.

Handle with care: managing the Twitter presence of your professional services firm

Handle with care: managing the Twitter presence of your professional services firm

Candice O'Sullivan
March 25, 2014

There are not many firms these days without one or more corporate Twitter handles (Wellmark included). In larger firms, these accounts are typically managed by the marketing and BD team, with the aim of building a social presence that drives website traffic, attracts new talent, and improves the reach and influence of the firm’s content.

Part 2 of The inside word: how one professional services firm is solving the ‘content conundrum’

Part 2 of The inside word: how one professional services firm is solving the ‘content conundrum’

Meg Wrixon
March 4, 2014

This post is the second in a series of two by guest blogger Meg Wrixon. Meg is Group Communications and PR Manager at WSP, Sydney, where she runs an Asia Pacific thought leadership program. WSP is a global sustainability engineering firm.

Is a journalist really the best person to tell your story?

Is a journalist really the best person to tell your story?

Candice O'Sullivan
December 18, 2013

The term storytelling has become synonymous with content marketing. The problem with this association is that it perpetuates the myth that to develop good content, all you need to do is tell a nice story.

 

Smart firms use social skills to increase their brand equity

Smart firms use social skills to increase their brand equity

Candice O'Sullivan
December 12, 2013

How connected your firm and its people are to the market in an online sense – and what contributions you are making in this space – is now contributing to brand equity, either positively or negatively. The question has become …

Content’s biggest enemy

Content’s biggest enemy

Candice O'Sullivan
October 30, 2013

Content is most successful when it is information-rich, authentic and buyer-centric. By definition, this demands the input of your in-house talent who service your clients day in and day out, i.e. the actual professionals who deliver the services you (hope to) sell.

How content moves your prospects further down the sales funnel

How content moves your prospects further down the sales funnel

Candice O'Sullivan
October 22, 2013

Businesses that use content marketing typically see a new trend appear in their new business dealings. Prospects arrive at their doorstep far better educated about their business than they ever have been before.

What defines genuine thought leadership?

What defines genuine thought leadership?

Candice O'Sullivan
October 4, 2013

Not all content is worthy of being called ‘thought leadership’. Unfortunately, it is a term too readily applied to mediocre content by over-eager marketers and self-absorbed professionals. Genuine thought leadership will offer readers novel ideas, unique insights and innovative approaches to old problems or new issues.

Social media for professionals: the value of networking by proxy

Social media for professionals: the value of networking by proxy

Candice O'Sullivan
September 24, 2013

In the last couple of weeks, you may have come across this headline:

‘How one financial advisor landed a $US70 million account through LinkedIn

This is the story of Mitchell Rock, a financial advisor from New York City, who works for The Rock Group at Morgan Stanley, a global financial services firm.

Content marketing the ideal antidote for what ails pharma selling

Content marketing the ideal antidote for what ails pharma selling

Candice O'Sullivan
April 10, 2013

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