It is About Positioning In this article, Rod Burkert reflects on the value and limits of thought leadership, how to position oneself or the firm, and ways that AI can help bolster the positioning effort. Ok. First, I am not a fan of the term “thought leadership” … or its predecessor, “content marketing” (so 2010s) … or the latest I’ve heard, “being a sage.” But let’s proceed with “thought leadership,” and if you know what I’m talking about, we are good to go! Pick a Niche, Build a Thought Leadership Platform Around It, and Own It One of the most…
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How does a business valuation appraiser become top of mind? For an expert to be top of mind in the mind of their target audience, this audience wants to see examples of the writer’s passion, personality, and perspective—the last item meaning, “show me how you would approach and solve this problem.” To do this, the writer needs original content. Content that is educational, a bit entertaining, and likely to provoke some thought or emotion. Content that will keep your audience engaged and growing. This article discusses the successful strategies used by the author of the article. Last month I hit…
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Four Key Differentiators that Lead to Success Hinge Research Institute conducted a study that involved 230 accounting and financial services firms. This 2020 High Growth Study includes extensive information on what sets apart high growth firms from its competitors in the study. It focused on those that had experienced 20% or greater compound annual growth in revenue over a three-year period. This article provides an overview of critical findings. It is no secret that certain accounting and financial services firms grow faster than others. At the Hinge Research Institute, we have been interested in understanding why and how—specifically, what types…
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Implement Your Content Marketing Strategy To successfully implement a content marketing plan to support your firm’s overall marketing goals, you need to build an editorial calendar. In a solid, well-planned editorial calendar, everything is planned out in advance, from scheduling to headlines. In this post, Dr. Lee Frederiksen shares some tips for creating an editorial calendar. To successfully implement a content marketing plan to support your firm’s overall marketing goals, you need to build and editorial calendar. In a solid, well-planned editorial calendar, everything is planned out in advance, from scheduling to headlines. In this post, I will share some…
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For Accounting and Financial Services Firms In this article, Hinge presents its newest study of how professional services firms go to market—and for accounting and financial services firms, there is good news…and some not-so-good news.
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In Closing New Business Deals Client education can have a huge impact in accounting and professional service firms’ content marketing efforts. By providing prospects with increasingly valuable pieces of educational content, you can not only attract them to your firm, but also nurture them as they move into and through your sales funnel.
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Marketing in the New Year In this article, Dr. Frederiksen discusses the importance of thought leadership marketing and how that differs from content marketing.