Building an Authority Engine for a Professional Services Firm
Four-month engagement · Content strategy, thought leadership, video, and multi-channel distribution
The buyer needs to see the thinking before they take the call
Professional services firms sell expertise, which means the buyer needs to see the thinking before they will take a call. The challenge is not traffic volume.
It is producing enough credible, visible thought leadership that the right prospect arrives already convinced.
Four moves that built the audience
Built a consistent publishing cadence across the firm’s own site and its social channels
Produced executive video content to put the principals and their point of view in front of the audience
Ran multi-channel distribution so a single piece of thinking worked across search, social, and video
Structured the site around a clear conversion pathway to the strategy session
Reach generated across owned channels
Sixty-five published posts and fourteen videos, distributed across search, social and video from a single content pipeline.
What it produced
- 25,818 unique post impressions and 36,032 media views from 65 published posts on the primary social channel
- 6,250 video views and 779 estimated minutes watched from 14 videos
- 731 pageviews on the strategy-session page, the firm’s central conversion pathway
- A 6.88 percent organic click-through rate from 1,149 impressions
- A 3:10 average session duration and a 90 site-audit score with no critical errors
Expertise does not sell itself. It has to be seen before it can be believed, and seen often enough to be remembered.
An audience-building engagement. Results reflect reach, engagement, and traffic to the conversion pathway. Lead and revenue attribution were still being established during this period.
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