The Power Of A Robust Content Program In Service-Based Industries

"Jenny Meassick is the Chief Marketing Officer at Socium Advisors. Over the past few years, content has become a cornerstone of the modern marketing strategy. The role of content is twofold: unifying campaigns across channels, from social media to email newsletters, and establishing a cohesive brand narrative that allows audiences to recognize your company's tone, values and voice. Selling a product is one thing, but selling an idea and trust is another entirely."

"In service-based industries, expert-led content presents an effective way to build authority and position your company as a trusted voice. By putting your internal experts at the forefront of your content strategy, you not only drive brand awareness but also create a more personalized and human-centered experience. When content is created by individuals with deep subject matter expertise, it educates, guides and builds lasting credibility with your audience."

"Whether it's a bylined article, a LinkedIn post, a media interview or a video, content that showcases your experts' insights helps your brand stand out in a crowded marketplace. To do this successfully, you need to begin by having a strong understanding of your vision, mission and goals as part of a holistic and cohesive marketing strategy, with a content calendar serving as the blueprint to inform and guide each piece of content."

Content unifies marketing campaigns across channels and establishes a cohesive brand narrative so audiences recognize tone, values, and voice. In service industries, expert-led content builds authority and positions companies as trusted voices. Featuring internal experts personalizes the brand, educates audiences, guides decisions, and builds lasting credibility. Formats include bylined articles, LinkedIn posts, media interviews, videos, newsletters, and sales collateral. A strong vision, mission, and goals should inform a holistic marketing strategy. A content calendar functions as the blueprint to guide each piece. Decisions must be made about publishing on brand-owned channels versus experts' personal platforms to maximize reach and recognition.

Read at Forbes