How to create marketing IP that generates consulting leads

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By Jason Parks, Associate Director – Strategic Advisory Services, Equiteq.

We spend a lot of time talking about the three types of consulting intellectual property (IP) with our clients:

  • IP to run the business
  • IP to deliver and scale the work
  • IP to market and sell the business (often referred to as ‘content’)

Of the three, marketing IP is the forgotten child.

Consulting is a crowded and vague market. You’ve got to be heard above the noise and differentiate yourself. To do that and sell higher value work, your sales and marketing engine has to have content that opens and closes sales opportunities.

Specifically, marketing IP does this by:

  • Reducing the perceived risk in hiring you
  • Making you more “findable”
  • Demonstrating expertise
  • Enabling your inbound marketing to attract better qualified prospects
  • Making your outbound marketing campaigns more effective

Simply put, marketing IP is an umbrella term used to describe any type of information used in some way to acquire customers. This information can be in the form of blog posts, articles, eBooks, DIY or how-to guides, industry news, question-and-answer articles, case studies, whitepapers, videos, podcasts, slide presentations — the list goes on and on.

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