To connect with target audiences, you must first understand who they are. This entails setting aside assumptions, and taking an objective, analytical approach to defining their goals, pain points, and needs, and building a comprehensive persona for each ideal client type. With a more personal understanding of your market segments, you can you develop impactful, relevant content that positions your firm as a specialist in solving the challenges they face. A focused, client-centric communications strategy drives engagement and leads, because when you address client needs, you create trust.
To educate the marketplace about your service offering and value proposition, you need engaging and insightful content to establish credibility, and consistent messaging across an appropriate mix of channels to reach your target audiences where they are.
Articles, interviews, guest spots, and quotes published independently by reputable third parties build credibility for your firm and establish your leaders as subject matter experts in the marketplace. The key distinction of appearing in earned media is that your expertise is sought out, not paid for.
Blog posts, press releases, videos, white papers, or anything else you publish on your website is content you can optimize for improved search results, gate for prospecting, and leverage in your campaigns. Owned media allows you to amplify your value proposition and differentiate your service offering exactly as you wish.
Advertising content can be key to reaching new audiences, building brand awareness, and launching new products. Google Ads in particular is an extremely effective tool for filling your pipeline, because when you build your ads properly, you get in front of potential customers when they are looking to buy.
At Wright Associates, I researched the terms target audiences were searching for and identified where we could win in SEM. By monitoring engagement, lead quality, and aligning messaging with our organic search strategy, I was able to earn 10x ROI in new business opportunities.
At Waldron Private Wealth, I ghostwrote 20+ articles published as earned media in Kiplinger Building Wealth demonstrating the firm’s thought leadership on key services for our target personas.
The College Savings 101 article led to an appearance on CNBC’s Power Lunch
By leveraging owned media, you can demonstrate your firm’s ability to solve client problems, advance positioning objectives, and boost SEO.
Leverage client-centric posts to drive your inbound strategy – they can can be videos, thought leadership pieces, or event recaps – any type of content that articulates what you want the marketplace to know about your ability to solve client problems. The key is to be educational and not promotional, and to tie your content back to persona pain points and solutions.
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Oliver Cohen Marketing Portfolio 
