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Thought Leadership and Growth
Go Hand in Hand |
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As 2012 begins, companies could be forgiven for shedding few tears over the passing of 2011. Although not as traumatic as 2009 or 2010, the past year was not without its challenges. Despite
potential economic storm clouds on the horizon, and the uncertainty rippling through the Eurozone, we remain hopeful the markets can build on the momentum established last year and begin a more
concerted return to growth.
For professional services firms, growth will continue to rely on their ability to provide current and prospective clients with a compelling reason to hire them over their competitors. And firms'
ability to do that still will require a commitment to developing and executing effective thought leadership marketing campaigns.
One organization demonstrating the power thought leadership has to spur growth is Deloitte Discovery, a unit of Deloitte Financial Advisory Services LLP. Until recently, Deloitte Discovery was
an emerging player in the "discovery" arena, in which parties in a lawsuit each request relevant information and documents from the other in an attempt to "discover" facts relevant to the case.
But as we relate in our latest Alterra Group
Executive Q&A with Alan Numsuwam, a
thought leadership approach to marketing has helped Deloitte Discovery significantly expand its presence among
legal executives—its target buyers—and in the process drive double-digit revenue growth in an industry segment that is hungry for guidance and insights. Numsuwam, marketing manager for Deloitte
Discovery, discusses the key elements of his thought leadership program, some of the factors that have made it successful, and why it was the right approach for a specialized business unit within
a larger, more well-known organization seeking to grow its business.
One of the keys to a successful thought leadership marketing program, as Numsuwam points out, is creating compelling content—which is the focus of the Content Marketing Institute (CMI).
Recently, Alterra Group Partner Bernie Thiel became a regular contributor to CMI's blog, which provides insights from a wide variety of professionals on important aspects of content marketing.
His first two posts are
How a Portfolio Approach Can Help You Develop Better B2B Content and
How to Engage Your Writers to Create More Compelling Content.
If you're involved in any aspect of content development, we encourage you to read these posts and check out the rest of this informative blog.
In the coming months, Alterra Group will continue to provide our insights on how professional services firms can use thought leadership to increase awareness, generate more leads, and convert new
business opportunities. If you're not a regular subscriber to our newsletter, you can become one here.
And if you have any ideas for topics you'd like us to cover in future newsletters, please let us know.
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