Many professional service firms forget to leverage one of their greatest marketing assets: their intellectual property. Your ideas, stories and even methodologies are the single best way to differentiate your firm.
Many firms are willing to invest in thought leadership campaigns. But, in order to maximize that investment, you need to design the right “home base” to show those assets off.
Your website content should be a compelling invitation to clients, alumni and targets. Take a look at your current site with this “thought leadership management” checklist in mind:
Via Russ Merz, Ph.D.