{"id":706,"date":"2012-02-18T12:09:55","date_gmt":"2012-02-18T17:09:55","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/amy\/?p=706"},"modified":"2012-02-18T12:18:27","modified_gmt":"2012-02-18T17:18:27","slug":"content-strategyt","status":"publish","type":"post","link":"https:\/\/archive.blogs.harvard.edu\/amy\/2012\/02\/18\/content-strategyt\/","title":{"rendered":"Important Basics for Your Content Marketing Strategy"},"content":{"rendered":"<p>I just read a great blog post by <a href=\"http:\/\/www.hingemarketing.com\" target=\"_blank\">Hinge Marketing&#8217;s <\/a>Professional Marketing Blog, <a href=\"http:\/\/www.hingemarketing.com\/blog\/story\/rethinking_thought_leadership_7_tips_for_gaining_new_clients\/\" target=\"_blank\">Rethinking Thought Leadership: 7 Tips for Gaining New Clients<\/a>. It nicely describes how professionals should approach writing for their website, blog, etc. I&#8217;ve been telling my clients the same basic things for years, and thought this post might help reinforce the points \u2014 so, I shared the link with them. And now, I am sharing it here. I especially like tip #3, because this is where you can really add value and differentiate yourself by speaking the client&#8217;s language instead of the esoteric language of your profession.<\/p>\n<p>The first 3 tips are below. <a href=\"http:\/\/www.hingemarketing.com\/blog\/story\/rethinking_thought_leadership_7_tips_for_gaining_new_clients\/\" target=\"_blank\">Click here<\/a> to read the rest.<\/p>\n<blockquote><p><strong>1. Thought leadership should not be aimed at impressing your peers.<\/strong> While it may feel good to be the most clever tax attorney or the sharpest programmer, it will likely do little to generate new business for your firm.<\/p>\n<p><strong>2. It\u2019s much more productive to impress potential clients.<\/strong> Potential clients are just that, potential clients. They are the appropriate targets for a thought leadership strategy.<\/p>\n<p><strong>3. Potential clients are impressed by the ability to explain a complicated topic simply.<\/strong> Making an already complicated topic more complicated doesn\u2019t help. Even though you are impressed by your understanding of a topic&#8217;s subtleties and nuances, many readers will get that glassy-eyed look and stop reading.<\/p><\/blockquote>\n<p>Thank you to Lee W. Frederiksen, Ph.D. for writing this.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I just read a great blog post by Hinge Marketing&#8217;s Professional Marketing Blog, Rethinking Thought Leadership: 7 Tips for Gaining New Clients. It nicely describes how professionals should approach writing for their website, blog, etc. I&#8217;ve been telling my clients &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"more-link\" href=\"https:\/\/archive.blogs.harvard.edu\/amy\/2012\/02\/18\/content-strategyt\/\"> <span class=\"screen-reader-text\">Important Basics for Your Content Marketing Strategy<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":89,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[196,192],"tags":[],"class_list":["post-706","post","type-post","status-publish","format-standard","hentry","category-communication-tips","category-law-firm-marketing"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/posts\/706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/users\/89"}],"replies":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/comments?post=706"}],"version-history":[{"count":5,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/posts\/706\/revisions"}],"predecessor-version":[{"id":711,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/posts\/706\/revisions\/711"}],"wp:attachment":[{"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/media?parent=706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/categories?post=706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/amy\/wp-json\/wp\/v2\/tags?post=706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}