Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Compelling Content Drives Digital Sales—and How

By Burkey Belser
May 15, 2015
Compelling Content Drives Digital Sales—and How

Understanding and improving the role of branded content in your marketing, digital selling and other business development efforts.

In the first article in this series, we introduced the promise of a digital sales force. Managed and executed well, a digital sales force allows marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD challenged professionals. The holy grail, right? Yes, if you have compelling content.

Without compelling content, your website is a static brochure, your emails sit unopened, deleted or otherwise ignored and your social media and other channels are the equivalent of white noise. If a digital sales force is a new business engine, compelling content marketing is the jet fuel.

Smart marketers understand this and have plans to increase investment in content—creating a bit of an arm’s race for content that sells. This means the internal and external challenges of content creation will only escalate. What follows are ideas to help you win the race. We’ve split the ideas into tips to improve chatter content and the notion of focusing on anchor content.

Four tips for more compelling chatter content

No news here. Content marketing is the new black. Everyone’s talking about it, many are investing in it, all are wearing it, but few professional services firms are wearing it well. As background, content marketing is not new to professional services. McKinsey Consulting introduced McKinsey Quarterly in the ‘60s to counter the commoditization of strategy consulting at the time.

Read the full Big Idea here.