Many business professionals in "sustainability" fields -- environmental scientists, hydrologists, consulting archaeologists, urban planners, engineers, environmental lawyers and others -- struggle to get known for their expertise and to stand out as offering a distinctive difference. This book shows them how to use the power of content marketing to demonstrate their expertise and knowledge to potential clients. As a result, they can get more work of the kind they want to do, and gain the income level they want. The book discusses the growing range of 'content vehicles' such as YouTube, Soundcloud, SlideShare, LinkedIn and Twitter. It tells how to choose a theme that will motivate a prospective client to take action, and gives tips on how to leverage their time to greatest effect. This book is for business professionals working in firms, those in private practice, and for marketing professionals seeking to understand how to use the fast-changing social media landscape to reach potential clients.
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Carl Friesen, CMC, MBA has a background in journalism, having been a reporter and editor for a variety of newspapers and magazines. He has a graduate degree in Journalism, an MBA in Marketing from the University of Toronto, and is a Certified Management Consultant. Since 1992, he has been helping business professionals demonstrate their expertise through publishing articles in magazines and other news media reaching clients, potential clients and referral sources. He has published three previous books on the subject: “The Fame Game,” published in 2002 by the Society for Marketing Professional Services, “Writing Magazine Articles,” published through Xlibris Inc. in 2003, and “The Fame Game 2.0” by BNi Books in 2012. He has published over 50 articles on the marketing of professional services, and has given over 70 presentations in the United States and Canada. He is based in Mississauga, Ontario, Canada.
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