3 Types of Content That Management Consultants Should Share on Social

More and more management consulting firms are encouraging their employees to be active on social media. They recognize the benefits of positioning their employees as thought leaders. Doing so can increase the firm’s visibility, attract new clients, help maintain relationships with old clients, strengthen the firm’s brand, and make recruiting easier.

But here’s the catch: For employees to become thought leaders on social, they need the right content. They need articles, reports, blog posts, webinars, and infographics that help showcase their knowledge. That’s why we’ve compiled a list of the three must-have types of content, according to the research.

Content Type #1: Company-Branded Research and Thought Leadership

Consulting firms need thought leadership content. There are no ifs, ands, or buts about it. 96% of clients have said that thought leadership content was a significant factor in selecting a consultancy. That’s because companies hire consultants for their wisdom and insights.

For many consulting firms, this is good news. The Association of Management Consulting Firms has found that consulting firms typically spend $4.6 million on thought leadership content every year.

That’s a significant investment. By encouraging your employees to share the content, you can extend the reach of your content and, by extension, improve your firm’s visibility.

Content Type #2: Promotions for Upcoming Events

Events are the bread and butter of every consultancy’s marketing plan. Between speaking at conferences, hosting seminars, or launching a webinar series, there’s always something going on. Encourage your employees to publicize those events. After all, they are one of the top ways that your clients find out about your company.

  • 63% of companies find a consultancy by viewing consulting presentations at public conferences
  • 47% of companies find a consultancy by attending its seminars
  • 43% of companies find a consultancy by listening to its webinars

Content Type #3: Industry News, Trends, and Insights

Thought leaders thrive by showing awareness of what others are saying about their industry and by engaging with others’ ideas.

This could be one of the reasons that the majority of employees (55%) want to share a mixture of company-created and third-party content to build their professional brands. While employees want to promote the thought leadership produced by their companies, they don’t want to sound like corporate parrots in front of their professional networks.

Instead, as our research has shown, employees are eager to share industry news. In fact, it’s the content type that employees are most likely to share on social media. This is especially true of consultants, who need to vertical-specific knowledge about their clients’ industries in order to gain their trust.

Quick Tip: If you’re evaluating employee advocacy platforms, look for one that will uncover the latest industry news for you and your employees. This will keep your consultants posting and help them build a strong professional brand.

Finding the Right Blend of Content

To position their employees as thought leaders and advocates for their firms, consultancies need to deliver the right content to their employees. In so doing, your employees will have better conversations with your firm’s clients – past, present, and future. And in the long run, you will watch your teams hit their revenue targets.

Want to Learn More about Employee Advocacy?

Flip through the Rise of the Employee Marketer to learn more.

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