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Carl Friesen
Worked at Global Reach Communications Inc.
Attended University of Toronto
Lives in Toronto
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When is it worthwhile for business professional firms to publish content in little-known professional journals? http://linkd.in/1Ep6BGQ
Current wisdom in content marketing is to develop good content and then get it published on your firm’s own website -- and then trust in Google. Interested potential clients are expected to find your firm’s pearls of wisdom in their search results.And yes, this works. Good content will be found. But are there advantages to going to the extra effort of publishing your firm’s content in the professional and academic publications that are already re...
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What's the purpose of content, for a professional services firm? I believe content should be developed with one purpose in mind: to support the sales of the firm's services. If it doesn't help with that, then don't do it.  http://bit.ly/1tZLg6N
What's the purpose of the content your firm produces? Many professional services marketers would reply with vague concepts like “build awareness,” or “to position our firm's members as thought-leaders.” I'm going to ask you to think that your firm's content has just one purpose, ...
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Carl Friesen

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The Don Draper approach to marketing meant thinking of a cool idea and then passing it off to the Art Department to render the idea. Now, we have thought-leadership marketing that involves a lot more heavy lifting from an intellectual viewpoint. Some ideas on how to lighten the burden:
 http://bit.ly/1zeUwQs
Don Draper had it easy. In the “Mad Men” era, all he had to do was come up with an amazing concept that could be expressed in a few words, and then have his media buying department purchase advertising space. In the years since the time depicted in that show, there have been many changes, ...
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Carl Friesen

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Make your content accessible to more people through going beyond the written word:  http://bit.ly/1uvTwFO
Given the wonderful profusion of ways to make your firm's content available, are you really doing all you can to match the message you want to convey, with the medium you've chosen? That is one point that came up in a presentation I recently gave to the University of Toronto's Rotman School, ...
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Carl Friesen

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"Anniversary" content -- preparing your content so it is tied with an anniversary of a significant event in your clients' world -- shows your understanding of the issues your clients face. Here's how.
One of the strongest ways to bring your firm's content to the attention of search engines, and therefore potential clients, is “newsjacking.” It means tying your content to a news event -- such as a regulatory change, new law or legal precedent, or maybe a disruptive technology.
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A checklist for getting the most social media leverage from publishing a thought leadership article. http://bit.ly/1vA8d1c
So you -- or someone in your firm -- have recently published a thought-leadership article in a magazine. Congratulations. Take a moment to savor that success. Publishing an article is like climbing a mountain -- it's a long way to the top, but the work involved makes the view worthwhile.
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Guest blogging can be a great way to reach niche readerships, and you don't need your own blog to do it. Here's how to get your content into the three different kinds of blogs. http://linkd.in/1I9syfz
“Find a narrow niche and own it” is some of the best business advice for today's realities. If you get to know the needs and issues facing a small but lucrative market, so you understand its needs and how to meet them, you can write your own future. But how do you show your expertise to people ...
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Carl Friesen

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Should business professionals ever take the time to publish content in their own professional online or print publications? http://bit.ly/1wbkhnE
Many business professional firms publish content such as articles and white papers in their own profession's magazines, journals and online publications. Engineers, for example write for engineering media such as ENR. It's within their comfort zone, and they may have been asked by the editor to ...
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Carl Friesen

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Carl Friesen

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Three crucial elements for case studies that actually further your firm's marketing objectives (not just show how clever you are):
http://bit.ly/11riIVV
Are the case studies your firm produces, doing all they can to show the expertise your firm offers? Case studies can be a wonderful thing -- business professionals providing their wisdom and experience to help their colleagues, who may also be their competitors, learn to do better.
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  • Global Reach Communications Inc.
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Toronto
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Helping business professionals get noticed and stand out
Education
  • University of Toronto
    MBA, 1991
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