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Carl Friesen
Worked at Global Reach Communications Inc.
Attended University of Toronto
Lives in Toronto
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Carl Friesen

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Many people find social media intimidating. This is a humorous look at the challenges small-to-medium sized businesses face when they approach the issue -- and what to do about it.
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Carl Friesen

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The importance of understanding the "avatar" your firm wants to reach -- a mental image of your ideal client -- in planning a public speaking program: http://bit.ly/1dZbKhA
Many professional firms struggle against “commoditization” – having their skills treated as just another commodity the client can buy, like a desk lamp or a power cord. It leads to a race to the bottom regarding fees, and the relationship between the firm and the client becomes a one-time ...
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Carl Friesen

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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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Carl Friesen

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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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Four tests for planning your firm's content marketing program: one being deciding whether or not to produce a given piece of content, based on whether it will help build sales for your firm. If not, don't do it: http://bit.ly/1BUaMIY
“I'd like to write an article on Topic X,” one of your firm's senior professionals says to you. “Can you get something like that published?” You've got a bad feeling about that. With all due respect to this particular eminence grise, you know that his understanding of Topic X is just a bit out ...
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Carl Friesen

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Getting your firm's message in front of the readers of Forbes, Fast Company and other mainstream business media: http://bit.ly/1H1lulX
Does your firm need to reach the C-suite in your client companies? This could be the case if it: Provides big-ticket, 'enterprise' level solutions, those save-or-break-the-CEO's-career decisions; Is selling a new idea – like zero net energy, or zero net water consumption construction, ...
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Carl Friesen

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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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Carl Friesen

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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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  • Global Reach Communications Inc.
    Principal
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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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