1. The Guide to
Content Marketing
for UK Professional
Services
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The Guide to Content Marketing for UK Professional Services
Whitepaper

2. 32
The Guide to Content Marketing for UK Professional Services
Whitepaper
To make your marketing stand out in 2013/14.
You have a website, a social media presence and run
several campaigns a year. But so do your competitors.
What makes you stand out from them?
Why should a potential client pick you over them?
Why this guide 3
Chapter 1: An Introduction What is Content Marketing? 4
Why is it useful for Professional Services? 5
How it affects your key growth factors 5
Chapter 2: Strategy Determine your goals 8
Define target market 10
Buying cycle 12
Chapter 3: Types of Content Content types 13
Topics/themes 15
Tone/voice & USPs + Creative Elements 17
Chapter 4: Implementation Content audit, channels and roadmap 18
Creation and distribution 19
Chapter 5: Infrastructure Resources 20
Results 21
Chapter 6: Summary Checklist 22
Pitfalls to avoid 23
Case Study: Kingston Smith 24
Content Marketing at work Last word 25
3seven9 and Professional Services 26
Contents Why should you
read this guide?
You will have a better idea of:
•• What content marketing is and why you need it in the
Professional Services industry
•• How content supports and enhances each stage of your
client’s buying cycle
•• Your goals, tone of voice and which relevant topics you
should cover
•• Getting started: What you need to do
•• Opportunities for you and your business
•• Pitfalls to avoid
Some professional service firms are producing excellent
content to market themselves, Kingston Smith being an
example. But a lot of the Professional Services industry is
lagging behind more pro-active B2B markets, such as IT
service providers The Professional Services industry has
only just begun to embrace content marketing and social
media as a form of communication. There lies a huge
opportunity for innovative firms to lead the way, own the
space and be a step ahead of their competitors.
The following guide will help professional firms overcome
these challenges. It will describe how to produce a
compelling content strategy that will result in creating more
meaningful connections with clients and have a positive
impact on your lead generation.

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The Guide to Content Marketing for UK Professional Services
Whitepaper
Chapter 1:
An Introduction
According to a recent News Reach UK survey
on content marketing, 78% of UK businesses
are investing in content marketing. The professional service business model is founded on
the development and selling of expertise and proficiency,
whether in financial or legal services, management
consulting or other B2B support services.
Expertise and reputation are the key factors for
Professional Services to win clients, build and
develop relationships and encourage referrals
for further growth.
B2B Content Marketing Objectives
90% of B2B marketers say content
marketing will be more important in 2013
Increasing
engagement
Generating
leads
Increasing
traffic
to site
58% 44% 34%
“Content marketing has become an
essential tool to help companies reach their
goals as relevant content is fundamental
to make brands stand out from others.”
Valeria Mendes
Marketing Co-ordinator
Vanet Property Asset
Management
What is content marketing?
Content marketing is providing relevant and valuable
information – or ‘content’- that resonates with
prospective and existing clients. Businesses create and
distribute content to educate clients of their services,
prove their expertise and position themselves as
thought leaders.
Content marketing uses a variety of content types,
and businesses distribute it on particular channels to
influence the client’s journey. This enables them to
persuade prospects to move from initial awareness
stages through to making a purchase.
Why is it particularly important for
Professional Services?
“A strong content marketing program –
particularly in niche areas where subject
matter is of utmost importance – can position
and differentiate these firms as experienced
players with depth of knowledge to share
with their customers.”
B2B Content Marketing
Professional Services
Industry Report, 2010
Content Marketing
Institute
You could argue that professional firms have used this
traditional model as a type of content marketing for many
years, though access to that content has been limited to the
physical time spent with the client and the collateral they
bring to the meeting.
Although this model has not changed dramatically, the
increased availability of information in digital marketing
and social media has meant that the way clients connect
with professional service firms has.

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The Guide to Content Marketing for UK Professional Services
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Acquisition of new clients
The way prospective client decision makers are being
referred to professional firms has changed. Established
firms are now finding that solid relationships are being
weakened as social media savvy decision makers are being
targeted and engaged with by competitors. Buying cycles
have been affected by the availability of information, and
the industry has seen the rise of the informed client.
Trends show that 47.4% of CEOs participate on social
media, with 79% of ‘In 500’ CEOs and 30% of ‘Fortune 500’
CEOs having a presence on at least one social network.
Instead of making contact early on, research shows that
decision makers are moving even closer to the purchase
stage in the buying cycle before even speaking with the firm
they are considering. Because 61% of consumers say they
feel better about a company that delivers custom content,
they are also more likely to buy from that company.
(Custom Content Council)
They will be evaluating all options through referrals and
anecdotes from their network, reports and league tables.
Their decision will also be affected by what content you
provide for them to review that encourages initiating
contact– the website, company reviews, data sheets,
the company blog and social channels. The fresher
the content, the better.
In a competitive online landscape, professional firms need
to utilise all channels available to support the conversion
of prospects to clients.
Retention of current clients
Your relationship with your current clients is one based
on trust, historical excellence and continued expertise in
an ever changing market.
Most firms’ online presence provides the customer with
information on their services and solutions. Increasingly,
clients are looking to their firms to provide more – they
want valuable, recent information that justifies investment
in new services, or clarity on how a new piece of legislation
affects their business.
The way firms proactively connect with current client
bases has also changed. Events, brochures, referrals are
no longer the only channels. The frequency and constant
churn of information on social channels, eNewsletters and
websites provide constant reminders that are incredibly
important in the retention of clients. Professional firms
need to be constantly relevant to their client base and in
their minds when they need to initiate contact.
What does it give Professional Services?
•• Building and maintaining relationships with
prospects on relevant channels about the topics
that matter to them
•• Meeting existing clients’ pursuit of information
with excellent, relevant content so that when a need
arises, your firm is the first point of reference
•• Measurable results to maximise the ongoing
effectiveness of your actions with goals, targets,
KPIs and benchmarks
But where do you start? Read the next chapter to learn
how to create your strategy and discover the framework
you need to make your content marketing a success.
How it affects your key growth factors:
“Content marketing is the art of
understanding exactly what your customers
need to know and delivering it to them
in a relevant and compelling way.”
Joe Pullizi,
Content Marketing
Institute (CMI)
Junta42
Current
clients and
prospective
clients Their
problem or
situation
Your
expertise
Your products
or services
Content
marketing

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The Guide to Content Marketing for UK Professional Services
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Chapter 2:
Strategy
1
Determine the business
goals of your content
marketing
The first thing to consider when determining the
goals of your content marketing is to keep referring
back to the company mission statement. This should be
used as a constant check of what your content marketing
is achieving, before breaking down aims further.
Questions to ask
•• What are your overall marketing goals?
•• How can content marketing be used to support
or achieve any of these goals?
Being clear about the answers to these 2 questions
will later help determine the type of content that will
be created and shared; as well as the metrics used
to measure their success.
Examples of goals
for content marketing:
•• Building brand awareness
•• Driving traffic to the website
•• Establishing your position and expertise
in the market vs your competitors
•• Engaging with existing clients
•• Serving existing clients better
•• Acquiring new business/clients
Whilst thinking of the goals, bear in mind you
want all content to be engaging and if possible
useful and shareable.
2Target Market
1Goals
3Buying Cycle
Key Takeaway:
Content marketing
needs to satisfy
business goals.
“The first thing
to consider when
determining business
goals is to keep
referring back
to the company
mission statement” 1
Top 10 Steps
To Achieve That £60k+ IT Career
THE GUIDE TO LAUNCHING YOUR IT CAREER
This guide provides key insight and advice
if you are looking to start an IT career or
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current IT role.
Case Study
We helped our client CompTIA, an IT certifications
company, raise their profile in the UK and quickly
familiarise the audience with understanding who they
are and the services they offer through content creation
and marketing. By defining what they wanted to achieve,
we created a whitepaper that addressed their goals and
benefitted the audience, resulting in over 700 qualified
leads (email submissions) in three months from the
whitepaper download alone, and over 3,000 targeted
visits to the micro-site we created for the campaign.
Only
37%of brands have
defined a content
marketing strategy
Econsultancy
and Outbrain
Soundbite:

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The Guide to Content Marketing for UK Professional Services
Whitepaper
2Define target market
Before creating content, it’s important to consider the
personas that your firm will be targeting. By monitoring and
modelling your customer’s behaviour and examining your
current client activity, a business can find out a lot about
their target market.
Questions to ask
• Do they read blogs, watch videos, view press
releases etc?
• Are customers more accessible and active during
an event?
Handy tip: What are personas?
Personas are based on demographics and roles of customers
in relationship to the company. There are usually several
businesses that can identify within their target market, often
based on gender and job position. This can help a company
determine their needs and pain points.
In doing this, your firm can identify the type of content
that your customers are most likely to trust and what
information they actually want. You may also get an
insight into what channels or social media customers use,
including key information such as how often and at what
times in the day they are active online.
If it’s both potential clients and existing clients, what is the
difference in content? Have a different Content Marketing
Strategy for each. Businesses that are lucky enough to have
a strong customer base and are not primarily concerned
with chasing new clients can start by using content
marketing for retention.
Key takeaway: Researching
customers and their engagement
habits can inform businesses
of the type of content they
are most likely to respond to.
“Content marketing will become more
complex in 2013 as marketers look to increase
engagement with their audiences”
Jenny Barret
Head of Marketing
Mortgages for Business
Case Study
Air conditioning supplier Air Con Environmental
wanted to target three different markets with content
but did not know how to go about supporting all their
audience’s needs. We broke down the markets by different
stages of the buying cycle and identified information that
mattered to each market at each stage. We then used this
to inform the type of content that needed to be produced
before creating it and mapping out a content marketing
strategy of how to implement it.
3. Design and installation drawings
We recognise the need to impress at the bid and
presentation stage; we can support your bid with our
in-house design and drawing production service.
We produce schematic drawings to demonstrate
proof of concept to your client. Our design team
calculate heat loads and air movement to ensure our
design and technical drawings form an important
part of your detailed proposal.
During project delivery and project completion,
we provide you with detailed working drawings.
Our as-installed drawings are delivered with
comprehensive OM information for inclusion
in the Health Safety file.
4. Timing and short-notice support
Air Con Environmental understand the importance
of returning quote and design information within
a short timescale. We will work to your timescale –
however demanding.
5. Quality and reliability
We are a quality equipment supplier and accredited
with the leading manufacturers. We are a Daikin D1
accredited installer and a Mitsubishi Heavy Industries
approved installer providing a peace of mind, 5 year
warranty. Air Con Environmental are also proud members
of the Association of Interior Specialists (AIS).
If you want to see how our services could support your bid process,
contact us on enquiries@acenv.co.uk or ring 01189 213 151
Air Con Environmental Ltd.City Limits,Lower Earley,Reading,Berkshire,RG6 4UP
www.acenv.co.uk 01189 213 151
3. Design and installation drawings
We recognise the need to impress at the bid and
presentation stage; we can support your bid with our
in-house design and drawing production service.
5. Quality and reliability
2012 IBM CEO SURVEY
of CEOs are gearing their
organisations to gain meaningful
insights from customer data.73%
consider main reason
to understand individual
customer needs.72%
10

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The Guide to Content Marketing for UK Professional Services
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3
Buying Cycle
(assign content to
stages of buying cycle)
But what content should you be creating?
Read Chapter 3 to discover the content you
need, themes to focus on and the creative
aspects you should consider.
Market Stage
Find
General
market
education
Webinars
Whitepapers
How to guides
Newsletter
Target prospects
Engage
Recognise
opportunity
Blog
How to guides – mid-level
Services leaflets – upper-mid
Video demos
Qualify prospects
Evaluate
Problem
defined
Blog
General brochure
Social engagement
Whitepapers
Explain solution
Trial
Evaluate
options
Blog
Support docs
Case studies
Newsletter
Submit proposal
Adopt
Select
best options
purchase
Tutorials
Latest News
Case studies
Testimonials
Close
Advocate
Explore
up-sells
Blog
Social community
Newsletter
Fulfil
Examples of content for
consultancy services
Consider when content is delivered and to
whom before creating it. There is no “one size
fits all” so there will probably be several types
of content for each stage of the buying cycle.
Chapter 3:
Types of content
Content types
With so many different
content types available, you
need to ensure you’re marketing
the content in the best format
to meet your desired goals.
When selecting content types,
ask yourself:
•• Which can be used within
the assigned cost/resources
to content marketing?
•• Which types are most likely
to satisfy business goals?
“2013 will not be about content platforms but about
content diversity on the platforms we currently have.
There’s been a clear trend this year of companies
moving away from just having blogs or just having
videos to using a wide variety of different content in
their marketing strategies. Google likes it. Consumers
like it. It’ll become the norm over the next 12 months
as positive results make your directors like it.”
Chris Trimble
Head of Content
NewsReach
•• Which pieces of content suits which
type of media? (Consider ease of
sharing, the amount of information
to take in and what format will
serve it best)
•• Which types suit the target market?
(You more than anyone else
understand your target market.
Research which platforms your
audience are on and their content
habits - that is, where and how
they consume content)
•• Remember: A mixture of content
may be used for different personas
or at different phases of the buying
life cycle.

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The Guide to Content Marketing for UK Professional Services
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Content topics and themes
The topics and themes are the backbone to a successful
content marketing strategy. They need to be related to the
services your business offers, be on subjects that your firm
holds expertise in but also respond directly to the issues
and challenges that matter to your clients.
Themes, or campaigns, can be relatively wide in scope
and represent whole areas of expertise that you can then
lay claim to ‘own’. This is likely to be quite apparent as it
will relate to certain services.
For example, a financial consultancy firm dealing
with commercial solutions, from risk management and
regulatory advisory services to assurance or tax, will be able
to generate content on a wide variety of specialist themes.
Theme examples:
•• Financial advice and discussion
•• Corporate reporting
•• Business review, insights, growth and strategy
•• Entrepreneur support
•• The economy
•• Policy making
•• Sustainable business
Topics, on the other hand, need to be considerably more
specific and represent strands that demonstrate expertise
within a chosen theme.
A way to do this is to look at the related services
and the target market for those services. By focusing
on critical issues for clients, you can centre your attention
on specific issues and take into consideration the insight
and data that would be of interest to the client in relation
to the goals of what you want to achieve.
“Consumers expect the best
and if you aren’t writing about
developments in your industry
with authority, you won’t
be taken seriously”
Elizabeth Malone-Johnston
Digital Marketing Manager
TRACKER
Different types of B2B digital content
(especially for Professional Services)
Static
Visual
Interactive
Competitions
Games
Quizzes
Microsite
Video interviews
Infographics
Images
Audio
Files
Podcasts
Presentations
Graphs
Blogs
Articles
PDFs
Newsletters
Whitepapers
Case studies
Testimonials
How to guides
Press releases
Data sheets
78%
of CMOs think
custom content
is the future of
marketing
Hanley Wood (2013)
http://ow.ly/ovCBK

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Key Takeaway:
Consider the themes you base your content
marketing on that will illustrate your business
as thought-leaders.
Case Study
Accord Office Supplies required 3seven9’s services to
improve their marketing strategy and inform their content
creation. We provided Accord with a complete collateral
audit and competitor analysis to identify the success
and failures of their current strategy, pain points for
their customers and opportunities within themes and
topics to generate content about. The themes identified
were relevant and useful to Accord’s clients, shaping and
directing the topics for content creation.
78% believe that organisations providing
custom content are interested in building
good relationships with them.78%
90% of consumers find
custom content useful90%
Custom Content Council (2011) http://ow.ly/ovHuH
Tone of voice, USPs and Creative Elements
Reiteration of the mission statement within, and alongside, the objectives of the content
marketing campaign should be considered throughout, allowing businesses to give their strategy
a clear direction. The messages and creative elements of the brand should be consistent across
all content so it does not confuse customers or give mixed messages about the brand.
Questions businesses should ask:
1. How will content emerge through the tone and
voice of the content?
You should make sure this aligns with your brand
whilst also connecting with your clients. It needs to use
the same language and tone clients use to ensure you
are on the same level as them, allowing prospective
clients to more easily identify with the brand.
2. What is your ethos and company history?
A company’s content is an extension of their
historical journey, so it needs to be one your audience
will want to hear. It’s a great way for audiences to
engage with the brand so should not be overlooked. It
allows you to express personality and truth into content
rather than treat it like a sales pitch. In addition, it can
take readers on a journey of discovering problems,
which then helps to identify solutions in a way that
is dynamic, interactive and memorable.
You now have a strategy, an understanding
of what content you can use, the themes you
should begin with and guidelines to ensure
it stays in line with your brand.
Explore Chapter 4 and walk through the steps
needed when creating your content.
3. At each stage of the buying cycle, what is the
answer and message that your organisation wants
to be heard?
You should align all your messaging to help further
the client’s experience with your business, directing
them through the funnel to fulfil your business goals.
The content is your key to meet their pain points at every
step so they want to continue engaging.
4. What are your firm’s USPs?
You’re operating in a crowded market place.
Your differentials are the key message that you need
to portray – content allows you to best demonstrate
these. By then marketing these in the right channels
and in the right communities, you allow your USPs
to gain better credence.
5. How will the content being implemented
match the brand?
The creative element of a business is another way to tell
a story or portray business messages visually. Keeping
your content branded consistently gives your audience
that reassurance of a capable, credible machine.

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Chapter 4:
Implementation
Step 1:
Content Audit
The great thing about a content
audit is that it provides reassurance
you’re not starting from scratch!
By auditing your website,
all current marketing collateral
(including case studies, whitepapers,
blogs and any other content), they
can then be reformatted to align
with your client’s buying cycle.
There is a balance to be had -
whilst content that does not fit your
goals should be discounted, all content
can be used in some format. Some
content may be better re-purposed
to suit your strategy - this will prevent
you giving yourself too much work or
extra cost and maximise the content
you already have. You may find you
already have the content, so your
immediate outlay and time expense
could be minimal!
Step 2:
Channel
identification
You need to consider which
channels that you are already active
in that can be used to distribute
content. This can be categorised on
a basic level between Owned Media
(your own blog, newsletter, email
marketing, website), Social Media
(Twitter, LinkedIn, Facebook, Google+,
external forums, social bookmarking)
and Paid Media (PPC).
Identifying all the channels that are
currently used can inform what other
channels should be used, for what
purpose and which type of content.
Conducting a form of online listening
gives you the knowledge of where
your customers are expecting
to hear from you.
Step 3:
Roadmap and
editorial calendar
A roadmap and editorial calendar
can be created once you know where
you need to be, what your audience
are expecting to hear and when they
want to hear it.
Having a content marketing
roadmap ensures your ongoing activity
can be traced back to the overall goals
of the campaign, whilst an editorial
calendar streamlines your day-to-day
activity. As with all steps of a content
marketing campaign, tying it in to your
users buying flow is critical – your
clients’ expectations should be at the
forefront of your mind when creating
an editorial calendar.
Both these documents ensure that
the time spent on the marketing of
content is kept as minimal as possible,
increasing your long-term ROI and
improving your bottom-line.
Step 4:
Content creation
The key to all content is its worth
to the user – you need to be adding
value! Everything from its key
messaging to its design needs to be
something that attracts the client
and aids their quest for information.
Anything that relies too much on the
hard-sell won’t be promoted.
Yes, your unique selling points
need to be at the forefront of your
messaging, no matter the content
type used. But to give them enough
exposure, you need to consider the
knowledge you share and how hard
you sell through it.
Step 5:
Content distribution
and marketing
Time is short. Often one of the
hardest steps if not focused on –
distribution of your content is what
sets out the content marketing
successes from the failures. Draw
up a list of channels to market on
(uncovered during the content audit
and channel identification). Monitor
your distribution progress over the
following weeks/months to establish
what content works best within
individual communities.
We would also recommend
ensuring you distribute your content
to engage both industry influencers
and prospects alike. If done correctly,
you will become a respected voice
within your field of expertise,
increasing both your brand perception
and lead generation opportunities.
By this stage you
will now have content
aligned to your
marketing objectives
and considered its
distribution. But how
do you ensure that
it’s a success?
Chapter 5 will help
you by covering vital
infrastructure areas
your firm needs to
consider: resource
and results.

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Chapter 5:
Infrastructure
Resources
Organise and assign resources
The strategy is the first step of a content marketing
campaign, but the logistics of how you will actually manage
its creation, implementation and performance lies in the
internal resources and structure of your firm.
Content marketing is about developing relationships with
clients and transitioning them through the buying journey.
It’s about business growth and business development and
ultimately the strategy needs to be collectively owned, and
strands divided up amongst teams.
There needs to be participation and support from business
developers and marketers, as well as the professionals in
each team with the relevant expertise that the firm has
chosen to own.
You need to decide:
•• Who in your team will own the strategy?
•• Who will create the content?
•• How much internal time will be assigned to the project?
•• Who will be responsible for marketing the content?
•• What external costs will the project incur?
Tools
At the heart of your resource management will be external
aggregation, seeding and distribution tools, enabling you
to both streamline the time you spend on the project and
increase its reach.
Enterprise-level listening tools such as Radian6,
BrandWatch and Symosys allow you to view what your
market is discussing, enabling you to write targeted
content. But beyond the content creation, these tools
provide you with the capacity to benchmark your current
online landscape, brand mentions and social engagement
so that you can track success on an ongoing basis.
If you are looking to eat into your market share,
you can set up your current brand positioning with that
of your competitors. Monitoring how many times your
brand is then mentioned as the project progresses
will allow for KPI measurement.
They do have a cost however, and more basic tools
are available for free to achieve less segmented analysis.
Site analysis tools such as Google Analytics and Clicky
can work in conjunction with these tools to measure
the increase in traffic your activity has created.
Finally social aggregation tools such as Hootsuite or
Tweetdeck (both available as mobile applications too)
allow you to both schedule posts and also distribute across
your various owned media outlets. This reduction in time
asserted to the marketing of your content will increase
your end result – ROI.
Results
Measuring the impact of your content
The goals of your campaign should be the first thing
established at the outset of a content marketing strategy.
An off-shoot of the campaign goals will be their KPIs
and metrics.
Using the tools outlined, you can set a baseline of
your current market standing. Then, dependent on your
business objectives, you can track on a weekly, monthly
or quarterly basis your content marketing performance:
•• If you are looking to create lead opportunities,
then measuring the amount of contact submissions
is a suitable performance metric
•• For brand awareness or thought leadership,
the amount of brand mentions or engagement ratio
are suitable metrics
•• If you want to engage with existing clients, measuring
the open and click through rates of emails distributing
content is a suitable metric
•• When driving traffic to the website, comparing traffic
sources as well as other analytics (e.g. number of visitors,
average time spent on site etc) are suitable metrics
•• When comparing your position in the market
to your competitors, share of ‘voice’ within the market
is a suitable metric
Be sure to map
out exactly what it
is you will measure,
and ensure you
have the resources
and tools to be able
to monitor and
analyse them.

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Chapter 6:
Summary
Be proactive
Shifts in client take-up
of service and commitment
patterns have led businesses
to reconsider how they create
and distribute content.
Strategy
•• Does your strategy take into consideration
your business goals?
•• Have you identified and researched your target market
to maximise the effectiveness of your strategy?
•• Have you considered how the buying cycle
fits into your strategy?
Content Creation
•• Is your choice of content going to have an impact
on your audience?
•• What are the themes and topics you will be basing
your content on?
•• Is your tone and creative elements consistent and
match business goals?
Implementation
•• Have you conducted a content audit, selecting which
elements can be used for your content marketing?
•• What channels (social media, PR engines, email
marketing etc) are you going to use to distribute
the content?
Roadmap and editorial calendar
•• How is content marketing going to integrate with
your other marketing activity?
•• When will the content be created and marketed?
Measurement
•• What metrics and KPIs are you going to measure
to gauge success?
•• How often are you going to review performance?
Checklist
We think all businesses can benefit from content marketing, and would encourage
businesses to consider the following questions to get the most from it:
Pitfalls to avoid
Barriers to adoption
Inhouse Agency
Lack of
resources
Lack of
budget
Lack of
ROI
Lack of
understanding
42% 35% 24% 23%30% 33% 35% 45%
In a recent survey by
PWC, 82% of CEOs are
looking for new ways
to stimulate customer
demand and loyalty.

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Kingston Smith, a top 20 accountancy firm, is one of
3seven9’s clients. Chris Lane has been a partner there
for over 20 years and heads up Entrepreneurial Business.
As with most partners, creating new opportunities and
leads is expected as part of his day job.
Lead generation can be difficult at the best of times, let
alone in the middle of the UK’s recent financial crisis, and
yet Chris has had significant success in the past year.
By doing one thing differently.
He shared content. Smartly.
Over the past year Chris made the most use of his social
networks, building up his connections and potential leads.
He then started to share relevant Kingston Smith generated
content throughout the week, including blog articles, news
articles and seminar information etc.
By constantly being in his networks’ news and social stream
Kingston Smith was the logical choice for when the time
came for them to approach a Professional Services firm.
Case Study
Kingston Smith
“I only changed one thing in my
sales tactics and it made a dramatic
difference in the amount of new business
I won this year. It’s helped me stand out
from the crowd and made sure I’ve kept
in my client’s mind for when it matters!”
Successful, Partner led, content marketing
Chris Lane
Partner
Kingston Smith
Last word
Few within Professional Services
have latched on as of yet, but those
that have are at the forefront of their
market position and brand reputation.
Your company is presented with an
excellent opportunity to push ahead of
your competitors by packaging what
you will have been doing for years into
a focused content marketing strategy.
In 2013, clients need to know
more about their firm before they
even contact them. Social media plays
a part, offline PR plays a part and so
does networking. But the tool that
aids all of these techniques of client
acquisition and retention is through
the creation and marketing of thought
leadership content.

14. 26
The Guide to Content Marketing for UK Professional Services
Whitepaper
3seven9 and Professional Services
We deliver multichannel marketing solutions using Content Marketing, Social Media,
PPC, SEO and Email Marketing, delivering the right content to the right buyers on the
right platforms.
We’ve worked with many professional service firms – including risk consultancy
Derivatives Risk Solutions, the Charity Law Association and global accountancy firm
Kingston Smith.
As a marketing and technology agency, we combine the best creative expertise with
marketing experience. The content we can create for you will support your sales process
and seamlessly slot into the rest of your marketing activity – on-brand and delivering
effective results.
Say hello on +44 (0) 1344 667 410
hello@3seven9.com
Or find us at 3seven9.com,
on Twitter @3seven9 or LinkedIn