Content marketing is part of a communication strategy for IP professionals to position themselves as an expert to their target groups and colleagues. To achieve such expert positioning, the expert shares relevant and valuable content with the target group. Social media platforms are a particularly efficient channel for content marketing, as people who are affected by IP in their professional environment can well be reached there. LinkedIn is currently by far the most important social media platform for professional contacts worldwide and the most effective way for IP experts to reach the intended target groups.
The goal is to either draw attention to oneself through published content, to share one’s knowledge, to announce news within the IP field or to position and confirm oneself in a role as an IP expert in a certain field. The target group should be addressed. For that reason the content must be relevant to the target group.
There are many options in which forms content can be provided such as images, video, text, documents, and many more. The business objective of expert marketing is to attract potential clients through this content and also to deepen existing client relationships. Other goals are to improve the attractiveness as an employer brand, improvement or modification of the image of the law firm or increase the awareness of one’s personal brand.
Content marketing is a long-term strategy that focuses on building relationships with potential clients and to improve the client retention by providing them with valuable and informative content. The content can take various forms, such as blog posts, videos, podcasts, infographics, e-books, social media posts, and more. In 2022 annual investments in content marketing in the D-A-CH region were 9.8 billion euros according to the ‘Content Marketing Basis Study 2022’. And the figures have risen very strongly within the last few years. In 2010, there were still investments of 4.4 billion euros. And it is the most important marketing approach for IP professionals, especially on Social Media platforms like LinkedIn.
By consistently producing high-quality content that meets the needs and interests of their target audience, IP experts can establish themselves as thought leaders and earn the trust and loyalty of their clients. This, in turn, will lead to increased awareness of the personal expert brand, client engagement, and business development.
Content marketing is highly relevant for IP experts for several reasons:
- Establishing expertise: IP experts can use content marketing to showcase their knowledge and establish themselves as thought leaders in their field. By creating and sharing valuable and informative content, such as articles, white papers, and presentations, they can build trust and credibility with potential clients.
- Building new client relationships: IP experts can use content marketing to attract new clients and increase their visibility in the market. By creating content that addresses the challenges and concerns of their target audience, they can position themselves as the go-to resource for IP-related issues.
- Providing training: IP is a complex and technical field, and content marketing can be an effective way to educate clients and potential clients about IP-related concepts and procedures. By creating professional content, such as blog posts, videos, and webinars, IP experts can help their clients make informed decisions about their IP strategy.
- Building relationships: Content marketing can also help IP experts build relationships with their clients by providing ongoing value and support. By creating and sharing content that is relevant to their clients’ needs and interests, IP experts can strengthen their relationships and create a loyal client base.
In summary, content marketing is relevant for IP experts because it can help them establish their expertise, gain referrals, provide education, influence clients’ agendas and deepen relationships with their clients.