In the last five years, “content marketing” has become one of the most overused terms in professional services. Everyone is doing it. Most of it is not working — not because content does not work, but because most executives are using the wrong strategy for their specific goal.
Strategy A: Volume-First
Post as frequently as possible. Share industry news. Comment on trending topics. This can grow follower counts. It rarely generates inbound leads from ideal clients.
Strategy B: Positioning-First
Start with a clear point of view. Create content that demonstrates expertise in a specific area, for a specific audience, with a consistent perspective. Publish less frequently but with higher signal. This is the strategy that builds authority and produces commercial outcomes.
The Four Content Types That Build Authority
1. Point of view content — your specific, defensible perspective on an industry question. 2. Case study content — specific stories about problems you have solved. 3. Framework content — structured approaches to common challenges. 4. Contrarian content — the industry-held belief you disagree with, and why.
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