Professional services executives lead busy lives. In order to catch their attention with the content you publish, the topics have to not only be well thought out, but also specifically catered to their needs. Plus, if you’re putting forth the time and effort to create high-quality content, you want to make sure that content is getting read. So, how do you pick content topics that will appeal to professional services executives?

The first and most important rule of content creation is that each piece of content you create should be educationally focused—not just trying to make the sale. Sticking to this rule helps to make sure your content is interesting to your audience. Ask yourself: why would someone take the time to read this?

Keeping this rule in mind, we have four more steps to help you choose content topics that keep your audience coming back for more.

4 Steps to Picking the Right Content Topics for Your Audience 

Step 1: Determine your audience

It may seem like a trivial first step, but it is crucially important. Having a proper understanding of your audience shouldn’t be a guessing game. Instead, you should know exactly whom you are trying to reach. Who is your buyer? What is their background? Why are they seeking out your services?

This knowledge can help you avoid creating content that is above or below the interest levels of the person you’re targeting. For instance, if you determine your target audience is professional services CEOs, you can use that knowledge to create concise and quickly read content that still offers a wealth of value.

Step 2: Determine their issues

Clients come to your firm because you have the ability to solve their problems. However, some firms may not even be aware of the specific needs and concerns clients have. Even if you’re intentionally marketing your firm as solving X problem, don’t be surprised if a client seeks you out because of your ability to solve Y problem.

SEE ALSO: What Every Managing Partner Needs to Know About Content Marketing 

In addition to thinking about what your clients’ issues are, get the facts from your sales and business development teams. Conduct market research to learn the specifics of why clients need your services so you can better create content that speaks to those needs and interests.

Step 3: Ask how you can help

Your content should be created with the intent to educate your prospects. Often, this feels counterintuitive to new content marketers, who worry they may be giving away knowledge and skills free of charge. However, remember—if people are serious about wanting to hire someone to help, they are going to hire a firm they trust. Establishing your credibility through informative content can go a long way in gaining your prospect’s trust.

As you’re thinking about how you can help your target audience, start first with a broader issue. Then, think about all of the topics you can write about under that umbrella topic. For instance, let’s say you’re a data security firm. A broad issue for your target audience may be network security. From there, you can brainstorm content topics that fall under that umbrella. You may write one blog post about what CEOs should know about data security and a second post about how CEOs can protect their firm from a security breach.

Step 4: Consider what others in your industry are talking about

While you want to set yourself apart from other competitive firms in your industry, taking the time to follow what topics they’re talking about can help you with your own topic generation. Discover what topics are appealing and then ask yourself how you can approach the same or a similar topic differently. For instance, can you solve the same client problem in a different way?

Let’s think back to our example of network security. Perhaps all of your competitors are offering a product as the network solution, but your firm takes the extra step and views network security through a holistic lens, rather than simply installing software and moving on. This approach could allow you to capture a section of your target audience that wants more than a one-time fix.

Even though picking the right content topics is a crucial part of any content marketing strategy, many firm often struggle with this task. However, by using both internal and external resources to uncover details about your audience and their needs, you can create interesting and relevant content that helps formulate the building blocks of a fruitful client relationship. Just don’t forget to track key metrics as you go so you can analyze your results and make changes as needed. Remember: a well-informed content strategy is a successful content strategy. 

Additional Resources

• Download Hinge’s Content Marketing Guide for Professional Services Firms for more tips on creating content that builds credibility and demonstrates expertise.
• Better understand today’s buyers with our How Buyers Buy Professional Services research report.
• Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.

How Hinge Can Help

Hinge has developed a comprehensive plan, The Visible Firm℠  to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights. 

Author: Candis Roussel is a Senior Account Director at Hinge. She helps clients grow faster and become smarter marketers. Candis leads a team of researchers, marketing strategists, brand designers, writers, and integrated marketing experts—in an uncompromising quest to deliver exceptional results. She has extensive experience consulting and advising professional services clients in the financial services, banking, legal, accounting, and management consulting industries.

 

Contact Candis by Email or on LinkedIn. Learn more about Hinge’s cutting edge marketing services, strategies and research at www.hingemarketing.com.