Your content marketing reality check: four tests to help you decide if an idea for content is a “green light” or a “red light”

Many firms prepare content without thinking much about whether it should be a priority. This can result in:

Missed opportunities to build the right business

Wasted effort for your team

Building business your firm doesn’t want

So, start right.

Each time you’re considering producing a blog post, video, article, podcast or other content, put that idea through these four tests to see if it’s right for your firm.

The proposed topic – is it one for which your firm wants to be known?

Test One:

Check your business plan. Find out what the priority growth areas are.

If the content topic matches those priorities, maybe it’s a green light. If it’s not meeting a priority need for the firm, it’s a red light.

Is the topic one that the author can credibly discuss?

Test Two:

Particularly in professional services firms, the people are the brand.

If the author isn’t thoroughly knowledgeable about the topic, the information in the content may be

wrong.

And, the author won’t come across well if a client contacts the firm, wanting more information on that topic.

Does the content meet a felt need from existing clients?

Test Three:

The content needs to discuss a need that clients and prospects can actually feel right now.

Otherwise, it’s like pushing string up a hill.

Your content must either address a problem your clients know is going to hurt them,

Or an opportunity they want to access.

Is there a credible interest level in this topic?

Test Four:

Do clients and prospects really want to know what your firm wants to talk about in this

content?

The subject may be fascinating for your firm’s people, but is it something your clients would rather just outsource and not deal with?

If the content idea you’re considering doesn’t meet all four tests …

just say no.

Sometimes, a bit of thinking around the original topic points the way to a concept that really is a winner.

Then, find topics that do meet the four tests.

For more information on content marketing strategy for professional firms, see

www.showyourexpertise.com