Think of it as giving away product samples—of your expertise.
Content marketing for consultants is a new concept for a lot of people—but it’s a powerful one, and one that you should explore.
First, let’s define terms. “Marketing” refers to everything you do that stimulates demand for what you offer. “Content”, in our business, refers to your subject matter. It’s what you know; it’s the core of the services you sell.
So content marketing is the process of communicating your expertise, your knowledge, your skill, your passion—in a non-transactional way. You’re giving it away for free, so your clients know you, trust you, understand your approach and your philosophy, and think of you when they need a consultant.
In my own consultancy, I don’t spend a cent on advertising. Not a cent. When I hung out my shingle several years ago, I launched my business in two ways: I started presenting at conferences where I knew my target markets were in attendance, and I launched a blog. In that blog, I offered advice and methodologies and techniques that people started to find really useful. I haven’t stopped working since.
Being top of mind
So now, when my clients need somebody, they think of me. They think of that guy they saw at the conference; they think of that guy whose blog everybody in the business reads.
And because I have been generous with my content, they know my approach. They know how I do things. And I’m sure there are a few who don’t fancy my philosophy, and they don’t waste their time with me. And that works for me too.
In our business, content marketing often involves blogging, vlogging, or podcasting. It often involves going to conferences and presenting there, and being available afterwards for one-on-one discussion.
Things to know about content marketing for consultants
It is time consuming. Remember what i said earlier? In freelancing, everything has a cost, and you can pay with either money or time. You’re going to spend cash advertising your business, or you’re going to spend time (and honestly the amount of money you can spend is high. Many big consultancies spend 20% of their operating budgets on marketing. That’s a lot of cash.)
Secondly, you need to enjoy it. If you’re an introvert or you’re terrified of public speaking, don’t do public speaking. Just don’t. Write a blog instead.
If you hate writing, try video blogging. Do what works for you; showcase your strengths and your passions.
What to talk about
Think about the problems that your clients are always trying to solve. In my business, right now, it’s trying to create a more inclusive and socially just visitor experience. So I blog about that.
Other clients have trouble making science fun and accessible to lay people. So I blog about how to do that, too. Have a look at this consultant. She’s clearly passionate about creating new approaches to human resources—and her podcasts and keynote addresses are all about it.
Content marketing for consultants: Keep it non-transactional
I think the biggest mistake people make with content marketing is that the make it transactional. They give out a bit of free expertise, and instantly chime in with the call to action: “SO BUY MY SERVICE NOW NOW NOW! OPERATORS ARE STANDING BY!”
That’s not how it works. In content marketing, you give away your services. Just a few of them. Just a little bit at a time. And as you do, you build your brand. You build your audience. You build your renown. And when the time comes for a customer to think about hiring a consultant, they’ll think of you. Trust me, they will.
Assignment
In your journal, I want you to write a letter to your younger self. But this letter isn’t going to be about life or love or family or anything like that: it’s a letter to your younger work self—the professional you were ten or 15 years ago. Tell them what the most important thing they need to know in order to do a good job in your profession. Share your professional expertise with Younger You. Make it something you’re passionate and confident about today.
And then read it back to yourself. That’s what content marketing looks like.