Opportunities for professional services firms. Part 3. Give access to value

In the third part of our 'Opportunities favours the bold' series, we share our insight on your insights.

Be prepared to give away some of your intellectual property – no strings attached. By offering a slice of thought leadership – without asking for anything in return (like that heavy-handed lead-generation contact form), you’ll be burnishing a reputation as a subject matter expert, confident in your leadership position. You’ll engage and win over your visitors and followers, who will thank you with return visits, longer stays, and higher click-through rates. They’ll recognise your firm’s talent, expertise and brand difference.

While you’re serving up this content, make sure the access is easy and intuitive. Visitors expect to find what they’re looking for instantly. To improve that quick connectivity, segment your content by persona, whether it’s by role (CEO, CFO, etc.) or business size – from corporations and institutions to SMEs to private clients. Know your client – know what content is most relevant to them – serve it on a digital silver platter. Your clients deserve it.

If you would like to know how we can help you deliver engaging content and cut-through thought leadership, please contact Duncan Shaw in New York , Greg Hobden in London or Gigi Yung in Hong Kong.