Time to Redefine Creative
Written by Lee Saunders
When it comes to content, are you thinking outside the box? Leave the box behind. Don’t even look at the box.
In naturally risk-aversion professions, adopting familiar marketing and communications strategies, comparing to other rival firms are doing and not deviating from the ‘norm’ are often built into the decision-making process. However, as the legal market, for one, becomes more competitive, the challenges of distinguishing your brand, strengths and message are immense and can seem overwhelming.
How are you getting your message out there and what is the best way to present more interesting content for your existing clients and potential new ones?
 While blog posts in many industries have been around for a while, how active are you in your primary sectors? Are you sharing your insight? Are you sharing it in the right places before the most relevant audiences? We can help you with an editorial calendar that presents interesting and innovative monthly blogs that position you front and center in your field.
 Are you benchmarking your practices with the industry statistics that are out there and changing all the time? Logos and infographics supporting your claims to be “the best this” and “the leading that” can make a difference in a pitch, be a useful way of reaching out and winning new clients. We follow industry trends and releases in major practice areas, talking to industry leaders to help you.
 Case studies: Can you strengthen your clients by writing a case study that helps to tell their stories, past and present. Showcase their knowledge, business, successes, backstory, employees, processes, and what makes them different and you could not only win new business for them, but more for yourself, in the process.
 How ready are you and your website for video and short podcasts? We all know people are reading less and less, as competition for eyeballs reaches fever pitch. Can you set up a cost-effective way of deliver a script to camera to say what you want about a given practice area or sector, and earn the same results? Could you use links to these videos in direct pitches or approaches on social media?
 Cold messaging on LinkedIn has often been frowned upon but are you looking in the right places, groups or approaching in the best way? Are your messages too salesy and disappearing into a black hole? There are systematic ways of reaching out to the right contacts and decision-makers.
Food for thought? If you’re hungry, PM.