5 Effective Content Marketing Tips for Consultants

 

Content marketing is not some marketing fad. 

It’s simply the smartest way of finding and connecting with your ideal client, establishing your credibility, increasing your number of discovery meetings and close rates as well as giving you the platform to increasing your fees.

Content marketing is essential for consultants because we are in the knowledge business. We don't sell a tangible product or service. Our value add contribution lies in our heads and hearts and content is the best way to manifest this expertise in a way that connects with our future strategic partners.

If you're not implementing a content marketing strategy, you are leaving money (and credibility) on the table. 

If content doesn't come easily to you or you're not sure how to get started, let me give you a few pointers.

First, be clear on who your ideal client is and what is their pain points. It all starts here. If you are unsure who you want to serve, your marketing messages and...

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Why Your Client Doesn't Care How Smart You Are (And What They Really Want to Know)

The number one way that really smart consultants get in the way of their own success is struggling with the fear that that they don't have what it takes.

Despite years of education and experience they stay up at night wondering what is the best way to let their future clients know about how much they know and what they can bring to the table. They pursue certification after certification hoping that one of them will be the silver bullet that will make them irresistible in the marketplace.

But here's the thing - your clients don't care about how smart you are. And the more you worry about it and try to force yourself to shamelessly self-promote and showcase what you think is all that you know you can bring to the table - you have already sub-optimized your effectiveness. 

Again, your clients don't care how smart you are. They don't care about your certifications or even your degrees

Instead this is what they care about and what they really want to know about you:

1....

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What is Authentic Leadership?

Uncategorized Dec 21, 2017

Today’s model introduces how I am starting to think about what is authentic leadership. I think authentic leadership is where power and love intersect. Power and use of power are familiar concepts in business and the definining power as control, authority, capacity and influence is more than likely readily understandable and accessible. Love is a different story.

When I talk about love, I am not talking about the feelings shared between parents and children, friends or even lovers. I am talking the concept of love as expressed in Greek as agape which relates more to service and esteem.

Sources of power can be internal or external. Focuses of love can be internal or external. How these relate to one another result in one of four leadership styles:

  • External source of power and internal focus of love: Alliance Leadership. This style of leadership is about who you know and where you work. Power comes by association with powerful people. Your boss becomes very important to you as...
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The Velveteen Leadership Principles: How to Become a Real Authentic Leader

Uncategorized Dec 21, 2017

“Real isn’t how you are made,’ said the Skin Horse. ‘It’s a thing that happens to you. When a child loves you for a long, long time, not just to play with, but REALLY loves you, then you become Real.’

‘Does it hurt?’ asked the Rabbit.

‘Sometimes,’ said the Skin Horse, for he was always truthful. ‘When you are Real you don’t mind being hurt.’

‘Does it happen all at once, like being wound up,’ he asked, ‘or bit by bit?’

‘It doesn’t happen all at once,’ said the Skin Horse. ‘You become. It takes a long time. That’s why it doesn’t happen often to people who break easily, or have sharp edges, or who have to be carefully kept. Generally, by the time you are Real, most of your hair has been loved off, and your eyes drop out and you get loose in the joints and very shabby. But these things don’t matter at all, because once you are Real you...

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Gotta Have More Cowbell and the Power of Commitment

Uncategorized Dec 21, 2017

One of the most hilarious Saturday Night Live skits is the one where Christopher Walken demands from the “Don’t Fear the Reaper” band (Blue Oyster Cult) that he needed more cowbell from Will Ferrell. I was watching this skit the other day with a good friend of mine who is an actor. When we finally got a hold of ourselves and wiped the tears from our eyes after laughing so hard, he explained that this was so funny because Christopher Walken was just so committed to his role. He further explained that this type of commitment is the secret behind why Jim Carrey is so funny. Whatever they do, they do it with their whole hearts and don’t worry about making fools of themselves. When this friend portrayed the Quasimodo in live stage show “Hunchback of Notre Dame”, multiple times a day for a number of years, he kept the show fresh because of his commitment to the part. He always looked for a new ways to bring this story to life.

It’s not just in the...

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#3: How to Overcome Your Client's #1 Fear About Change

podcasts Nov 20, 2017

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One of the most challenging experiences you'll ever encounter as a consultant is dealing with your client's resistance to change.

We get blindsided by this all-to-common reality because we are only working with our clients because they at some point expressed a desire to change.

But when reality hits - they act like it was OUR idea.

Let me explain what is happening inside your client and why they are all of the sudden backpedaling on their commitment. 

They think that if they change and mature, they are going to become something that they don't want to be, which in most cases some mythical image of a large bureaucratic company that has lost its ability to have fun and be creative. It's not unlike a teenager thinking that if they take on more responsibility and grow in their maturity they are going to be their joy-killing, stodgy parents.

In my latest episode from my podcast series Consulting Matters: Mastering the Art & Science of the Business I...

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#2: What Most Consultants Get Wrong About Leading Change

podcasts Nov 10, 2017

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When it comes to organizational change, most consultants think it's either all about project plans OR it's about managing the emotions and resistance that come with change.

But the truth is - it's both. 

Leading change is both an art and a science. Your clients need to get to understand that there is a science behind how their organizational systems function and how changes in one part forces change in another. And they need to appreciate that there is no magic formula and there is an art when it comes to appreciating the impact on their own people. 

And as a consultant, you have to offer them balanced solution that helps them towards this end.

Why You Need to Listen To This Week's Podcast

In the second podcast in my series Consulting Matters: Mastering the Art and Science of the Business, I will share with you:

  • The five parts of the science of change leadership (and it's not what you think it is)
  • How to apply these principles of change...
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Is Your Client Ready to Lead Change?

Alan was the CIO of an Information Technology organization that had employees across the globe. His instincts were absolutely correct – his organization was not set up to deliver what it needed to for his team’s internal clients and the company’s external customers. He started an initiative to re-organize his department. He did many things right – he brought in outside expertise, he got strong project managers, and he set up an effective cross-functional project team. However, a project that should have lasted six months, went on for a year. His executive team not only was not supportive of the project but spoke vehemently against it. The IT employees were even less productive than when the project began because their anxiety was an all time high. At the end of the year, corporate took over this department, installed a new CIO and Alan was demoted significantly.

Jack was a City Manager and Susan was his Assistant City Manager. Together they lead the teams...

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Many Parts, One Body: The Key to Organizational Health

“There is one body, but it has many parts. But all its many parts make up one body.”

I created this visual to depict the essence of what it takes to create healthy organizations and sustainable success: respect, appreciation and value of each part of the organizational system.

Every business line matters, regardless of the business model or competitive advantage. A “sales driven” company cannot exist without an amazing operations team who consistently delivers on promises. An “efficiency focused” company’s profits are still fueled by revenue generated through sales and customer service. And no company can stay in business for long without the contributions of the Human Resources, Finance, IT, Legal/Risk teams.

Every role matters, regardless of positioning and compensation. Executives cannot lead without the support of their administrative assistant and direct reports. Managers cannot execute without the contributions of...

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The Disney Secrets to Performance Excellence

If your client's aspire to create a company of the caliber and quality of Disney but lack the resources and magic of the Disney brand, don’t worry. The secret of Disney’s success lies less in its creativity and more in its strategy.

I’ll never forget the moment of joy and accomplishment when I was hired as an internal consultant at Walt Disney World back in 1999. It feels like yesterday when I was walking out of Team Disney with my offer and the potential to work for arguably one of the most premier companies in the world.

During my first few weeks, I began to fully appreciate why I, along with my 20 other teammates were hired and what we were there to do. A few years prior, the company engaged on one of the most massive (and successful) culture changes I had ever witnessed.

This initiative which became know as Performance Excellence, was led by visionary change leader who knew that the company’s formula of success which only focused on the guest wasn’t...

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