Passle CMO Series Podcast

Episode 82 - Judith McKay of McCarthy Tétrault on content and its importance in effective professional services marketing

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The way we consume content has changed and clients have come to expect more personalised, relevant content that is delivered when they need it. This escalated shift to digital we’ve experienced in recent years presents fresh opportunities for professional service marketers.


Today on the CMO Series, Charles Cousins is lucky to welcome Judith McKay, Chief Client and Innovation Officer at leading Canadian law firm, McCarthy Tétrault LLP, to discuss the importance of effective content marketing.

Charles and Judith explore:

  • What the content marketing landscape looks like for professional services firms today
  • To what extent firms are adapting to the changing landscape
  • What firms should be looking to do to enhance their thought leadership and content marketing efforts
  • Real-world examples of effective content marketing at McCarthy and the results
  • The importance of leveraging feedback and data on thought leadership at an account and strategic level
  • Advice for any marketing and BD professionals looking to take a more effective, client-focused approach to their content marketing
  • What the content marketing landscape looks like for professional services firms today
  • To what extent firms are adapting to the changing landscape
  • What firms should be looking to do to enhance their thought leadership and content marketing efforts
  • Real-world examples of effective content marketing at McCarthy and the results
  • The importance of leveraging feedback and data on thought leadership at an account and strategic level
  • Advice for any marketing and BD professionals looking to take a more effective, client-focused approach to their content marketing

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