Episode 66 - Tom Elgar on the four pillars of effective content marketing in professional services

Marketing and BD professionals have a wealth of tools and channels at their fingertips to create and share valuable thought leadership with their intended audience. 

But what is often missing is the structure, strategy and process around that which enables professionals to create and publish relevant content, in a timely and efficient manner, that reaches their audience in real-time. 

We’re delighted to welcome Tom Elgar, Co-founder of Passle to the CMO Series, to talk about how a new framework - the Four Pillars of  Professional Services Content Marketing - will help overcome these very challenges. 

Tom shares what the Four Pillars of Professional Services Content Marketing are and why they are so vital in getting thought leadership programs right. 

Charlie and Tom discuss:

• The challenge or problem that the Four Pillars framework tackles
• What the Four Pillars of Content Marketing are and why they are so important and relevant to professional services firms
• What the first pillar, Author-Centric Publication, is and why it is key
• What Clear Governance looks like and why it’s so vital
• What Create Once, Publish Everywhere is in practice and how firms can get it right
• The final pillar - Relevant Feedback - why it’s important and how firms go about evidencing the impact of thought leadership 
• Advice for any marketing and BD professionals looking to implement a successful content marketing program