In episode 25, Brad and Scully discuss how to obtain a return on investment from content marketing and how to calculate it. In addition, they examine why many firms’ customer experience initiatives are failing to align with their business strategies. This episode’s commonly asked professional services marketing question looks at where to start with social media, with four simple steps to guide your social media strategy. This week’s professional services marketing example: Find Accounting Software’s effective web-lead follow-up strategies. The rants and raves segment looks at Malcolm Turnbull’s clever use of social media to announce his leadership challenge.

This week’s links:

The value is the wall, not the brick: Robert Rose

https://www.kingcontent.com.au/blog/the-value-is-the-wall-not-the-brick-robert-rose/

Bullseye: The 5 rings of content marketing ROI

http://contently.com/strategist/2015/09/18/bullseye-the-5-rings-of-content-marketing-roi/

The big difference between B2B customer experience and B2C

https://www.marketingmag.com.au/hubs-c/big-difference-b2b-customer-experience-b2c/

How to devise a social media strategy for your firm

http://info.imageseven.com.au/psm-blog/how-to-devise-a-social-media-strategy-for-your-firm

Case Study: 63,256 calls boiled down to the most effective web lead follow-up strategies

http://findaccountingsoftware.com/expert-advice/2015-b2b-web-to-phone-qualification-study/

Malcolm Turnbull’s social media savvy: why 2016 will be the year of social campaigning

https://www.marketingmag.com.au/hubs-c/malcolm-turnbulls-social-media-savvy-2016-will-year-social-campaigning/

In episode 24, Brad and Scully discuss whether Australia is ready for inbound marketing; how law firms are the surprising new adopter of content marketing; and 12 great content marketing ideas for boring industries. This episode’s commonly asked professional services marketing question examines how to achieve brand consistency at your firm. This week’s professional services marketing example: repositioning Barcelona’s brand. The rants and raves segment looks at Canadian Bank TD’s successful video.

This week’s links:

Is Australia ready for inbound marketing?

https://www.marketingmag.com.au/hubs-c/australia-ready-inbound-marketing/

The surprising new adopter of content marketing: Law firms

http://contently.com/strategist/2015/09/01/the-surprising-new-adopter-of-content-marketing-law-firms/

12 sensational content marketing ideas for boring industries

http://blog.newscred.com/12-sensational-content-marketing-ideas-for-boring-industries/

How to achieve consistent communication for your firm

http://info.imageseven.com.au/psm-blog/how-to-achieve-consistent-communications-for-your-firm

Barcelona’s positioning journey

https://www.marketingmag.com.au/hubs-c/barcelonas-positioning-journey/?inf_contact_key=0d539ab4a077a37a90f16db0642febe8808169dba43e8325529b6ef2e1cdc72f

Branded love: The value of video content marketing

https://www.marketingmag.com.au/hubs-c/branded-love-value-video-content-marketing/

Sometimes you just want to say thank you video

https://www.youtube.com/watch?v=bUkN7g_bEAI

An average day at the bank turns into the ultimate throwback video

https://www.youtube.com/watch?v=T8b_v6ofe_k

In episode 23, Brad and Scully discuss the current golden age for PSM marketing. In addition, they examine the importance of business research; and five essential marketing lessons from classic 80s movies. While this episode’s commonly asked professional services marketing question examines why professional photography matters on your website. This week’s professional services marketing example: Crowe Horwath’s great results from a content marketing campaign. The rants and raves segment looks at how Spotify’s CEO apologised following anger over its new data privacy policy; and the furore of Border Force’s Operation Fortitude.

This week’s links:

The golden age of B2B marketing: Peter Isaacson of Demandbase on Marketing Smarts

http://www.marketingprofs.com/podcasts/2015/28341/B2B-Peter-Isaacson-Demandbase-Marketing-Smarts

The importance of business research for your firm: Top 10 questions to drive growth and profitability

http://www.hingemarketing.com/blog/story/the_importance_of_business_research_for_your_firm_top_10_questions_to_drive

5 essential marketing lessons from classic 80s movies

http://myemma.com/content-hub?mkt_tok=3RkMMJWWfF9wsRovsq7BZKXonjHpfsX86%2BoqWaO2lMI%2F0ER3fOvrPUfGjI4GTsdjI%2BSLDwEYGJlv6SgFSrPEMaJozLgPXRk%3D#ufh-i-124953131-5-essential-marketing-lessons-from-classic-80s-movies

Why professional photography matters on your website

http://www.hingemarketing.com/blog/story/why-professional-photography-matters-on-your-website

Crowe Horwath

http://www.crowehorwath.net/au/

Sorry: A blog post by Spotify CEO Daniel Ek

https://news.spotify.com/us/2015/08/21/sorry-2/

Border Force cancels Operation Fortitude

http://www.news.com.au/national/politics/border-force-cancels-operation-fortitude/story-fns0jze1-1227502877939

In episode 22, Brad and Scully discuss four powerful tips for a highly effective social media strategy. In addition, they examine the IBM Watson Personality Insights service; and marketing operating systems. While this episode’s commonly asked professional services marketing question looks at whether traditional advertising still works. This week’s professional services marketing example: Array Architects’ great marketing content. The rants and raves segment looks at some great Content Marketing research from Joe Pulizzi and Ann Handley from Marketing Profs.

This week’s links:

Four powerful tips for a highly effective B2B social media strategy

http://www.marketingprofs.com/articles/2015/28217/four-powerful-tips-for-a-highly-effective-b2b-social-media-strategy

The IBM Watson Personality Insights service

http://watson-pi-demo.mybluemix.net/

What version marketing operating system are you running?

https://www.marketingmag.com.au/hubs-c/version-marketing-operating-system-running/

Array Architects

http://array-architects.com

State of Content Marketing B2B tech: Trends and case studies transforming the industry

http://contently.com/strategist/2015/06/24/state-of-content-marketing-b2b-tech-trends-and-case-studies-transforming-the-industry/

B2B Content Marketing: 2015 benchmarks, budgets and trends

http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf

In episode 21, Brad and Scully discuss the optimal position and size for a video to gain the most plays. In addition, they talk about the announcement that Google has decided not to use Google+ as a Facebook rival, and the consumer trust crisis in all institutions. While this episode’s commonly asked professional services marketing question looks at how to drive culture within a firm. This week’s professional services marketing example: how Portland Communications became a trusted advisor. The rants and raves segment looks at five professional services firms that rock Instagram.

This week’s links:

Increase your play rate: Optimise your video position and size:

http://wistia.com/blog/video-position-and-size

Google gives up on Google+ as a Facebook rival:

http://www.theaustralian.com.au/business/wall-street-journal/google-gives-up-on-google-as-a-facebook-rival/story-fnay3ubk-1227459656166

Consumer trust crisis: Companies excelling in candour substantially outperform the market, with JetBlue leading the way:

www.bulldogreporter.com/dailydog/article/pr-biz-update/consumer-trust-crisis-companies-excelling-in-candor-substantially-out

Beyond the brand: Culture takes the lead as the primary driver of long-term business relationships, study finds:

www.bulldogreporter.com/dailydog/article/pr-biz-update/beyond-the-brand-culture-takes-the-lead-as-the-primary-driver-of-long

Portland – The Leader’s Voice

http://www.portland-communications.com/publications/the-leaders-voice/#sthash.JkxQRzmF.dpuf

5 B2B brands that rock Instagram

http://contently.com/strategist/2015/07/27/5-b2b-brands-that-rock-instagram/

In episode 20, Brad and Scully discuss news that content marketing is expected to be a $300 billion industry by 2019. In addition, they examine five online assets that are worth your time, and how your own employees are the most important audience for content marketing. While this episode’s commonly asked professional services marketing question looks at the art of the correction message. This week’s professional services marketing example: The evolution of Evershed’s marketing messages. The rants and raves segment looks at CoSchedule’s Headline Analyzer and Evernote.com.

This week’s links:

Content marketing will be a $300 billion industry by 2019:

http://www.marketingmag.com.au/news-c/content-marketing-will-300-billion-industry-2019/

5 online assets that are worth your time:

http://www.ducttapemarketing.com/blog/2015/07/10/online-assets/

The most important audience for your content marketing: Your own employees:

http://contently.com/strategist/2015/06/30/the-most-important-audience-for-your-content-marketing-your-own-employees/

Eversheds:

http://www.eversheds.com

CoSchedule Blog Post Headline Analyser:

http://coschedule.com/headline-analyzer

Evernote:

http://www.evernote.com

Insights into the world of professional services marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. In this episode Brad and Scully discuss how to write a powerful headline; television is the new television; how different generations consume content; email subject lines that hook you; and Winsby Inc.’s website.

Insights into the world of professional services marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. In this special edition, Brad interviews Matt Church, an Australian Speaker of the Year, author, leadership consultant, and thought leader.

Insights into the world of professional services marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. In this episode Brad and Scully discuss that marketing is more science than art; marketing lessons from Fast Moving Consumer Goods; 27 words that you should never use to describe yourself; seven tips for mastering the art of the interview; and the use of content marketing by Deloitte.

Insights into the world of professional services marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. In this special edition, Brad interviews Michael McLaughlin, Principal of MindShare Consulting based in California. Michael works with professional services firms to help grow their business.