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Marketing Trenches Blog

  • Partner to Partner: Marketing Your Professional Services Firm in 2016
    Mike Sweeney | November 17, 2015

    Partner to Partner: Marketing Your Professional Services Firm in 2016

    I’ve read and then revisited the book Managing the Professional Service Firm by David Maister four or five times. It captures the seemingly simple, yet sometimes complicated, nature of running a professional services firm better than any other book of its kind. I revisit it when dealing with important client service, operations, human capital, and […] read more

  • Hold ‘Em or Fold ‘Em_When to Call Copy Finished
    Yvonne Lyons | October 29, 2015

    Hold ‘Em or Fold ‘Em? When to Call Copy “Finished”

    I will never marginalize the effort that creating quality content requires. Unlike, say, accounting, the creative process, whether it’s writing, editing, or design, is very subjective. It requires you put things together in such a way that will elicit some reaction or emotion from your audience. But the choices involved — Is it like this […] read more

  • Why Quality Content Will Transform Your Business… Eventually
    Right Source | October 15, 2015

    Why Quality Content Will Transform Your Business… Eventually

    During a recent visit with a relatively new client, a certain frustration with the content marketing process came up. We had only just started publishing content on her company’s behalf, but she was feeling discouraged because it hadn’t yet had a meaningful impact on her business. “I’m not feeling the magic,” she told us. I’ve […] read more

  • Meet the New Website. Same as the Old Website?
    Mike Sweeney | October 7, 2015

    Meet the New Website. Same as the Old Website?

    I’ll admit it. I’ve been known to ridicule companies, in particular business-to-business services companies, for treating their website launch as if they just unveiled the Apple iPhone 6S to the world. After all, the typical website launch is not in any way newsworthy. Yay — you changed your look and feel. Yippee — you have […] read more

  • When to Create Content for Multiple Industry Verticals
    Right Source | September 18, 2015

    When to Create Content for Multiple Industry Verticals

    With customers in multiple industries, how do you decide between a broad content approach and creating content for multiple industry verticals? 5 tips. read more

  • Back-to-School Tips to Jumpstart Your Content Marketing
    Yvonne Lyons | September 11, 2015

    Back-to-School Tips to Jump-start Your Content Marketing

    Even if your fiscal year starts in January, September probably feels like a fresh start to you, as it does to many people. The slow summer is behind us and fall is that time to start over, like when you started the new school year. So if you want to jump-start your content marketing effort […] read more