Most people are familiar with the term "content marketing" as it relates to thought leadership. But what is "content business development?" Recently referenced by prior guest Adrian Lurssen of JD Supra, this is (as the name suggests) content that lives and operates further down the sales funnel.

To be specific:

• First, an announcement: HARRINGTON launches a new Podcasting Consulting + Production service offering.

• Refresher course: What is a sales funnel?

• How content and thought leadership now operate across the entirety of the sales funnel.

• How can lawyers use various formats of content for business development purposes, in addition to its marketing uses?

• A handful of specific examples of content being used as business development tools for listeners to consider.

• An invitation, not a solicitation. The offer, not the cold call.

• How should attorneys and law firms be thinking differently about their content marketing strategy in 2020?

Reading & Resources

• Want to start your own podcast? We've made it easy for you!

• The post that inspired this week's topic: Guest Adrian Lurssen coins the term "content business development."

• The sales and marketing conundrum for busy professionals who bill their time.

• When it comes to business development, focus on the process, not the result.

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Share your thoughts directly with our show hosts by emailing Jay Harrington or Tom Nixon.

Hosts of The Thought Leadership Project

Jay Harrington is a lawyer, author, executive coach, and marketing consultant for law firms and lawyers. Tom Nixon, who is Chief Storyteller at the Harrington agency, has more than 25 years of experience helping experts become thought leaders. Both are prolific content creators whose work has been featured in leading publications in the legal industry.

From start to finish, we help our clients conceptualize, create, and produce podcasts that engage their audience, build awareness, and support business development efforts. In less than 30 days, we will have you up and running with a polished podcast. We will handle the details of podcast setup, from technology to branding, so you can focus on getting ready to host your show.