Building a strong online presence is a crucial component of content marketing for professional services businesses looking to stand out in a highly competitive market.

For businesses without a tangible product to promote, social media platforms are a powerful avenue to showcase your expertise, establish brand credibility, and ultimately, attract potential prospects. 

In part three of our series on content marketing for professional services, we explore how you can effectively utilize your existing content—such as blogs, case studies, newsletters, videos, and educational materials—to create compelling social media content that resonates with your target audience. 

In case you missed it, check out part one of this series, where we dive into building trust with prospects through informative blog content. Part two demonstrates the value of case studies and how to incorporate them into your online presence.  

Repurposing your content

Once you’ve created educational resources for your content marketing strategy, the next step is to repurpose this existing content into rich, engaging social media posts. 

First, you might be wondering: isn’t that cheating? 

The short answer is no. Adapting your insightful web content into social media posts is a great way to maximize the value of your existing resources while saving you time and allowing your brand to reach a wider audience of prospective clients. 

These aren’t the only benefits of adapting your educational content for social media platforms. Adapting your resources into social media updates can establish brand consistency across multiple platforms, build trust with new audiences, and drive more relevant traffic to your website. 

With this in mind, here’s how you can repurpose different types of content for social media: 

Blogs

Your blogs are a treasure trove of industry insights and expertise. Whether you’re sharing a blog you’ve just published or a top-performing post, you can easily transform your articles into posts that highlight key takeaways while encouraging your audience to learn more. 

Using your blog articles as a starting point, you can create posts that build brand awareness, and boost your brand credibility as a thought leader. Here are a few examples for your social media feed: 

• Ask a question to your audience, and preview the answer with your blog 
• Pull thought-provoking quotes from your blog to spark a conversation with your audience in the comments section 
• Turn the key points from your blog into an eye-catching infographic 

Case studies

Content marketing case studies serve as powerful testimonials to your capabilities and the value your services bring to your clients. Sharing your successes with past clients on social media provides social proof to a wider audience of prospects and allows your followers to emotionally connect with your brand. 

By promoting your case studies on social media, you can encourage potential leads to envision the benefits of working with your business, and begin to move these prospects into your sales funnel.

Here are a few tips for transforming your rich case studies into social posts to show off your expertise: 

• Share powerful quotes from satisfied clients to show off your skills and highlight your services  
• Reformat your most impressive metrics into compelling charts and graphs  
• Grab a compelling snippet from a case study and invite your followers to read the full post on your website 

Downloadable content

White papers, e-books, and other downloadable resources are invaluable for showcasing your industry expertise. Offering up these pieces of content on social media as part of your content marketing strategy can help to establish yourself as a credible source of information. Plus, if you opt to offer these as gated content, you can collect leads and email addresses of qualified prospects. 

Sharing your downloadable content on social media can be incredibly effective in content marketing for professional services. To build these resources into your social media calendar, we recommend: 

• Creating teaser graphics or snippets that show the most compelling insights from these materials 
• Including a clear call-to-action directing your audience to your website to download the full content 

Videos

If you’ve used social media in the past couple of years, you’ll notice that short-form video content has become central to the social media experience. Compared to static graphics, bite-sized videos tend to attract more engagement, and creating short-form videos is easier than ever. 

For professional services businesses, sharing short-form videos on social media is a dynamic way to connect with your target audience and establish yourself as an expert in your field. 

Have a new recorded webinar on your website? Or a recording of you speaking at an industry event? Engage with your followers by sharing them in your feed:  

• Find the most compelling parts of the video, and edit these into short, 15-30 second clips 
• Look for quotes that address your prospects’ pain points and speak to their needs 
• Offer up a preview of your talk and include a call-to-action (CTA) encouraging your followers to watch the full video 

Newsletters

Sharing tidbits from your email newsletters on social media is a great way to share valuable insights with potential clients while encouraging them to unlock more of your wisdom by joining your email list. 

As with blog articles, you can extract captivating snippets and insights from your newsletters to start a conversation with your target audience and build your brand credibility. Sharing pieces from your newsletter is also a great opportunity to grow your email list and bring new leads into your sales funnel. 

Getting started with social media content marketing for professional services

By repurposing your existing content for social media, you have the power to elevate your content marketing strategy for your professional services business, enhance credibility, and generate high-quality leads. Remember, consistency and relevance are key. Tailor your content to align with the preferences of your target audience on each platform, and monitor engagement to refine your strategy over time.

This blog is part three of our three-part series on key strategies for content marketing for professional services firms. Be sure to check out parts one and two of the series to establish your professional service brand through educational content and impactful case studies.  

Are you ready to build your content marketing strategy? We’re here to help. 

Get started today by booking a no-cost, no-obligation consultation to learn more about how we can help you achieve your business goals.