These slides were presented in a webinar in December 2013. The content is intended for professional services marketers that have embraced the need to shift from a promotional-driven marketing model to a content-driven one, but have been unable to get buy-in from leaders and others in the firm. It provides a roadmap for building this culture in your firm and generating leadership buy-in.

1. Creating Leadership Buy-In for Content
Transitioning from “push” to “pull” marketing.

2. Agenda
1. The Case for Content
2. Strategies for Transitioning Your Firm
3. The Knowledge-Driven Practice
4. Gaining Leadership Buy-In
This webinar was originally recorded 12/17/13.
Click to access the webinar recording.

3. The Case for Content
Why content marketing?

4. The Content Explosion
‣ It’s all searchable.
‣ Changing buying behavior.
‣ Changing marketing and
business development.
Live Websites (M)
700
644.3
525
366.8
350
175
3.2
0
1998
15.6
2002
46.8
2006
70.0
2008
2011
2012
Source(s): Multiple
4

5. How It’s Changing Buyers
1. Psychology - “Don’t ever try to sell me
anything. Give me ALL the information and I’ll
make my own decision.” ~ Kanye West (via
Twitter)
2. Behavior - Vast majority of site visitors not in
“buying mode” (Estimates: 70-96%).
3. Decision-Making - 56% of decision made
before first meeting.

6. How’s It’s Changing Marketing and BD
‣
Traditional business development tactics less effective.
‣
Lead generation increasingly marketing’s task. Traditional marketing
tactics less effective. Content marketing less expensive.
•
‣
Becoming meaningful source of firm opportunities + revenue.
Rattleback 2012 Professional Services Content Marketing Survey:
•
•
‣
13% less expensive (overall cost per lead: Hubspot 2013 State of Inbound Marketing)
Leading firms: 19% leads online; 14% revenue
Top firm: 45% leads online, 27% revenue
Makes traditional outbound more effective.

7. Content is an Asset...
‣ Generates leads long after
it’s produced.
‣ 1,059 people entered our
site at this page in 15 mos.
‣ 3.3% converted.

8. ...That’s Transferable
‣ 60% of clicks to top 3
organic search results.
‣ Average CTR for paid
search is 2%.
‣ Buy the agency. Buy the
leads.

9. Strategies for transitioning your firm.
Moving from “push” to “pull” marketing.

10. Two Viable Approaches
‣
Externally: Drive content.
•
•
•
‣
Utilize research to identify topics.
Marketing drives content through editorial calendars + schedules.
Marketing decides what content to produce, promote + how.
Internally: Cultivate knowledge.
•
•
•
Build content from within.
Develop culture of knowledge sharing + collaboration.
Let content come from SMEs.

11. The Knowledge-Driven Practice
Content starts with knowledge.

12. A Knowledge-Driven Practice
Competes on expertise + unique perspective -not fees.
A “connected” practice.
Technology leader.

13. Knowledge Creates Value
‣
Backbone of the firm.
‣
Knowledge > Content > Inbound/Outbound Leads > Better
Opportunities > Better Clients

14. Roles in a Knowledge-Driven Practice
Leaders: Direct + advocate.
SMEs: Share + collaborate.
Marketing: Facilitate + promote.
Business Development: Connect + qualify.

15. Knowledge Development System
CRM
Project Data
Knowledge
Management
Digital Asset
Management

16. Generating Leadership Buy-In
Building the business case for content.

17. Two Aspects of the Business Case
1. Case Studies - Demonstrate it’s working in
other firms.
2. Pilot Project - Create low-cost, test pilot for
skeptical leaders.

18. Burns & McDonnell
‣ 3700+ EE civil engineering
firm. 20th largest A/E.
$933M.
‣ Quarterly Magazine,
Technical Briefs, White
Papers + Corporate Blog.
‣ Blog 2-3x/week. Generate
25-30 business inquiries /
week.

19. Twenty First Century Communications
‣ Specialist technology firm
for utilities.
‣ Generating 10% leads
online.

20. Array Architects
‣ No content requirements
or editorial calendars.
‣ Knowledge management
to connect, share,
collaborate, innovate.
‣ 36% contribute in 10 mos.
‣ 67 articles in 10 mos. 7
picked up by national
publications.
‣ Click for a summary of the
Array knowledge
management program.

21. Pilot Projects
Identify a niche market / expertise.
Develop topical microsite. Combine weekly blog
+ lead magnet.
Position individual(s) as category thought
leaders.
Target 4-month ROI.

25. Wrapping Up
Closing thoughts and Q/A.

26. 2014 Learning Program
‣
Cultivating a Culture of Content
•
•
‣
8 Week Learning + Training Course for 6-8 Firms. Starts 2/3:
•
•
•
•
‣
Gain cultural buy-in for content marketing
Generate leadership buy-in
Case for Content + Introduction to Critical Systems
Developing Your Content Strategy
Overview of Higher-Level Systems
Building the Business Case for Your Firm’s Leadership
Click for Program Details and to Register >>

27. Contact
Jason Mlicki
Principal
Rattleback
jmlicki@rattleback.com
614-486-5181