I hope you’ve been enjoying the summer and making the most of these quieter months; whether that’s been improving your business processes, honing your pitch deck or building your marketing strategy!

For my shares this week I’ve picked three articles that really hit home with me. They’re all very different but focus on some of the big topics that we’re being asked about by clients – from the importance of brand to the power of AI.

If you’re thinking about your marketing for the rest of 2023 and beyond, I’m sure you’ll find these useful. I look forward to hearing what you think!

1. Read: How to Measure Marketing Performance for B2B Branding READ NOW

Consultancies often fall into the trap of focusing all of their marketing on leads and forget about brand building. Although this might not be the most important thing that springs to mind when looking to market your consultancy, this element can be crucial, and shouldn’t be ignored.

Research shows that firms who combine building their brand with a focus on lead generation achieve conversion rates far superior to those focusing on lead generation alone.

While the performance marketing metrics mentioned in this article may not necessarily be the first thing that you think of when you’re looking to track your marketing performance; they can be useful ways to help show senior stakeholders concrete evidence that brand building does indeed pay off.

This handy LinkedIn article guides you through techniques you can start using straight away, which will keep your marketing strategy at peak performance.

2. Read: How Fresh Content Impacts SEO in 2023 – READ NOW

SEO is a real skill, and there’s lots of people out there who’ll charge you tens of thousands to help you β€˜improve your SEO’. For some firms, this can be money well spent. If what you do is something that people will search for on Google, then it could be a great investment.

However, if what you do is highly bespoke and unique to each of your different clients, the benefits of SEO could be much less important to you. 

However, regardless of where your firm falls on this spectrum, following core SEO best practice is something that all consultancies should do. There’s no down side and potentially lots of up side. 

But what are those best practices and how do you take advantage of them? Well this article is a great place to start!

Search engines expect to see new information on your website regularly. This is because when a website regularly publishes new articles, modifies existing ones, or adds new resources, it signals to search engines that the site is active and current.

Keeping your website up to date with fresh content can seem like a constant battle, however this article gives some great pointers on how you can do this in a way that will give you the SEO boost you want, without taking hours away from your client work.

3. Read: Most Marketers Are Experimenting With AI but Feelings Are Mixed, Survey Says – READ NOW

You can’t read the news or go on LinkedIn without hearing about AI. But just how prevalent is it beyond the social media hype?

As a person, I always like to know the detail and understand what’s really going on behind the headlines. And that’s why I wanted to share this article which gives a deep dive on some of the key findings of a recent survey by The Conference Board.

This article explores the findings and highlights just what marketers are thinking about AI; how much they’re using it and whether they see it as a benefit or a hindrance in the long term.

If you want to understand the latest data on the AI debate then I’d definitely recommend giving this a read.

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