Relying solely on traditional marketing and word-of-mouth referrals could be hindering, not enhancing, the growth of your professional services… and surprisingly, the benefits of online content marketing may be the key to unlocking opportunities for your business.

But I get it. After working as an auditor for almost a decade, I’ve long been aware of the trust clients put in the training, ongoing development and expertise of qualified professionals. Chancing your reputation by using online content marketing can seem risky, unpredictable, and unproven—especially if you’re a small business without the slick marketing resources that larger organisations have.

It’s easy to find reasons not to do content marketing. (Sometimes we call these excuses.) However, despite the potential hazards, content marketing has 7 benefits you may want to consider.

For instance, what if content marketing is the difference between…

• Scraping by or becoming known as a successful, in-demand, go-to expert in your niche?
• Working on difficult, margin-eroding projects you loathe or attracting clients where you can make a meaningful—and expert—impact?
• Spending a ton on an ineffectual marketing campaign or growing your client base with inexpensive organic reach?

If you don’t do any content marketing, you will never know.

Word-of-mouth referrals, in-person networking, repeat work from existing clients and expensive traditional marketing campaigns are great if these work for you…

… but they come with their own risks and hazards, including that dangerous affliction called “having-all-your-eggs-in-one-basket-itis”.

So, what are these 7 benefits of content marketing for professional services businesses?

Let’s dive in.

1. Lead Generation

Right this second, someone is typing a question into their browser’s search bar.

It might be about:

• That nasty fence dispute with their neighbour
• A niggling health issue
• A headache over finances
• The computer glitch that keeps slowing down their computer
• An eco-feature on the design of their dream house

It could be anything, right?

They may only recently have realised they have a dilemma. Or maybe they’re ready to hire someone to solve it.

Either way, if they don’t know you exist, you won’t be top of mind when they need your services.

2. Demonstrated Authority and Expertise

Urggh, there are all sorts of client confidentiality and ‘advice-giving’ hurdles to overcome here.

But when done the right way, content marketing can be a fast way to communicate updates about new research, new standards, and new regulations—even if it’s just with a big arrow showing them where they can find the right information from you.

Content marketing can be a fast way to show your relevance, impact and capabilities.

3. Building Trust and Credibility

Even if you still use physical business cards these days with all the letters before and after your name, the first place a potential lead goes after they meet you is…

… Google, then LinkedIn, then your website.

Validation of the credentials you told them about and reading what others say about you helps build trust.

4. Cost-effective Marketing

Online, you can achieve organic reach for little to no cost. With a minor investment, you can target specific intended audiences for a fraction of the cost of traditional print, TV and radio campaigns.

Higher-quality content may require some additional time, effort or resources, but can generate a strong return on investment.

5. Measurable Results

Speaking of ROI, you can get deep, meaningful online performance analytics on almost every platform. When you set up your Google Analytics, you can even select the specific metrics that are important to you.

6. Highlighting Your Uniqueness

It’s hard to stand out as a professional service provider in a busy marketplace, especially if there are elements of your work that are regulated, such as in health or financial services.

But neither are you a one-dimensional professional automaton. Content marketing is a chance for people to get to know, like and trust the person behind the expertise.

7. Stronger Client Relationships

You might have delivered the most incredible, life-changing service ever. Your client walks out of your office absolutely delighted. But will you ever see them again?

Showing up where they show up on social media, online and in their email inbox, enables you to keep offering value, updates and additional services.

It keeps you top-of-mind—not just for new clients, but for existing ones, too!

What you can do to build your business using content marketing

A former colleague of mine branched out on his own as a professional advisor. He’s built 1000s of connections by regularly posting on LinkedIn and in combination with his website, he’s searchable, findable, verifiable, credible and contactable!

If you’re ready to see how you can optimise your online presence to grow your professional services, contact me for a no-obligation 30-minute discussion to discuss your needs.

In the meantime, you can learn more about different content marketing strategies and other online tips by signing up to my fortnightly newsletter—it’s filled with lessons I learned the hard way, so you don’t have to!