Why reinvent the wheel when we can learn from the best? Top consulting firms have already laid down the blueprint for marketing success, using strategies that have proven to build trust, drive visibility, and engage clients. So, what’s the common thread across these industry-leading campaigns? Let’s dive in and see what works—and why.
Content marketing has emerged as a powerful, long-term strategy for consulting firms, establishing them as thought leaders and making them go-to sources for insights. The following firms are perfect examples of marketing for consulting firms—they’ve mastered the art of creative and impactful marketing that keeps them top-of-mind with their audiences.
You can do it, too! Read on to discover how.
‘The Resilient Generation’ by Deloitte
Millennials are one of the most dominant workforces on the planet. Since 2012, Deloitte has surveyed these millennials to know the key events that have shaped their life. Celebrating the survey’s 10th Anniversary last year, the top audit and tax advisory firm shot ‘The Resilient’ in collaboration with Quartz. The film series features six millennials across the globe. They talk about how the world has changed them over the past decade and how they wish to change the world. Each story initiates a dialogue. Each story offers something unique. The stellar documentary by the duo has won two EVCOM awards. One for Best Documentary and the other for Best Film in a Digital Campaign.
Why does this content strategy click?
The film series made its way to the heart of millions because of its heartfelt storytelling. The B2B content strategy by Deloitte follows a humanistic approach. It captures the struggles of millennials perfectly. The stereotypes and insecurities they fight with. The factors that shape their thinking, goals, and actions. It focuses on understanding millennials, what impacts them, and what motivates them. What do they care about and why? The series takes the ‘Resilient Generation’ survey forward and connects with the audience, especially millennials, at a deeper level. It outlines key areas for companies to take care of—for instance, climate change, workplace flexibility, diversity, and inclusion.
Healthier at home by PA Consulting
The “Healthier at Home” report by PA Consulting dives into an evolving healthcare trend—delivering personalized medical care within the comfort of patients’ homes. Based on insights from 550 healthcare leaders, the report predicts the market for at-home healthcare solutions could reach a staggering $390.4 billion by 2030. Not only does this shift help reduce strain on healthcare systems, but it also brings essential care to people in a way that’s more convenient, accessible, and comfortable.
Why does this content strategy click?
This content strategy leverages data-backed insights to showcase societal benefits and commercial opportunities, making it an influential tool in sparking change and capturing attention in the healthcare sector. By spotlighting patient stories and industry data, they make the case clear—this isn’t just an idea; it’s a necessary evolution in healthcare. PA Consulting’s focus on real-world impact and relatable examples helps turn this campaign from just another report into a conversation that speaks directly to the needs and hopes of patients and healthcare leaders alike.
‘Look Both Ways’ Podcast by Kin + Carta
Look Both Ways, earlier known as ‘Working Better’, is all about solving big problems. The popular podcast by Kin + Carta celebrates experimentation and world-changing ideas. It peeps into a room full of historical mistakes and brings out the best lessons from it. In the voice of tech veteran Scott Hermes, the podcast consists of two parts. First dives into some of the most successful yet forgotten experiments of history. The second part throws a spotlight on people working day and night on highly complex issues. Mainly in the wake of finding solutions to problems that our historical heroes were solving.
Some of the topics discussed in the podcast include –
- How can companies help employees feel more connected while working remotely?
- The undisputed importance of play at work. How does it help find novel solutions?
- Can businesses actually be a force for good?
The McKinsey Podcast
Speaking of podcasts, here’s another one! The McKinsey Podcast has earned a devoted following over the years. Thanks to its engrossing episodes. Each topic inspires you to contemplate and dig deeper into the subject of discussion. The award-winning podcast features conversations with leading experts. They take you right inside the boardroom and talk about issues that matter the most. Every story/anecdote comes out with smooth editing and compelling narration. Some of the topics covered in this series include strategy, technology, leadership, marketing, operations, organization, and the role of business in society.
Why does this content strategy click for Kin + Carta and McKinsey?
Podcasts are content goldmines. They are engaging and cultivate loyal listenership. And consulting giants like Kin + Carta and McKinsey know how to use them to their advantage. Each episode centers around a challenge or a problem that presents as a hook to capture the audience’s attention. We call it the dramatic arc! They then discuss how the present-day ecosystem is responding to that challenge. Look Both Ways and the McKinsey Podcasts are absolute client favorites, which offer a unique and refreshing take on potent issues. Nevertheless, both podcasts tick because of their consistent and enduring impact on the listeners.
‘Climate Change and the People Factor’ by KPMG
Climate change is affecting every facet of the global economy. Organizations need to change their modus operandi if they want to transition into a low-carbon economy. And every employee has a role to play in it. ‘Climate Change and the People Factor’ by KPMG explores how employees fit into this change. The whitepaper draws ideas and perspectives from 1,095 global leaders. Some of the most prominent voices on climate change discuss the role of human action in a company’s decarbonization plan.
Why does this content strategy click?
Whitepapers are an excellent lead generation tool. And, by diving into a topic of global interest, such as climate change, the big four B2B accounting firm has turned many heads. But for the unserved, KPMG already has a thriving global climate change and decarbonization advisory practice. The firm is called a ‘change agent,’ ‘thought leader,’ and ‘solution architect’ for its extensive work in this field. This sets KPMG apart as an expert and perfect contender for writing whitepapers.
McKinsey for Kids
McKinsey for Kids is a visual storytelling attempt by the consulting firm to educate children about what the company does and why it matters. Using interactive content, McKinsey describes some of the biggest problems it is working on. For instance, food security or reducing food wastage. The B2B consulting giant asks little champs if they have considered all the different ways food goes to waste. Then, it goes on to educate those kids on ten food items they claim to hate and the health benefits of each. It dives into hunger as a global issue and what can be done to solve it.
The firm came up with six interactive business cases, each with a final quiz.
It serves two purposes:
- Kids learn about consulting business
- They discover intriguing facts about McKinsey
Why does this content strategy click?
McKinsey for Kids has reached the 2022 Content Marketing Awards finals in the ‘Best Use of Interactive Content’ category. Through this, McKinsey established itself as a ‘thought leader and an influencer. It garnered mixed reactions from the consulting community. Some claimed it to be a ‘glossy representation that paints the firm in ideal light.’ But, at the outset, the branding strategy got recognition for its out-of-the-box thinking. And for its compelling visuals and thought-provoking examples.
Digital Life Index by Publicis Sapient
Digital Life Index by Publicis Sapient is a global market research report based on an exhaustive survey done across 12 countries. It explores people’s behavior, satisfaction, and expectations as they go digital. Integration of digital technology into different business areas has skyrocketed. People spend a considerable amount of time online and engage on digital platforms. They expect to have a smooth and enjoyable experience. Convenience wins over cost. This means brands worldwide need to pull their socks up. They must adapt and offer a seamless experience if they wish to succeed. The report shows how retail, financial services, and healthcare industries are reeling from this massive change.
Why does this content strategy click?
Publicis Sapient has always been very innovative as far as content is concerned. Well! What’s so clever about a survey report? Apart from the fact that it serves valuable strategies and diverse perspectives, Publicis transformed the survey insights into a full-fledged playlist too. Yes! The Digital Life Index playlist spreads across nine episodes on their’ HOW Channel’. It dives into how digital technology shapes customers’ futures. Each episode starts with a problem and ends with a meaningful solution.
The ‘HOW Channel’ by Publicis Sapient is an excellent example of content marketing done right. It is a pandemic baby and was created with the intent to reach a broad audience base compellingly.
The HOW series also won the Silver Award in the ‘Best use of Thought Leadership’ category at the B2B Elevation Awards.
PA Insights by PA Consulting
True to its name, PA Insights by PA Consulting is one of the most insightful corporate blogs you can read. The topics range from Cost Optimization to Supply Chain to Scenario Planning. They cater to all critical areas of an organization and present you with exhaustive research. Posts under each series connect well and lead to dedicated solutions. They speak of companies working to transform business problems into opportunities for innovation. They also discuss new launches, industry trends, or business ideas.
Why does this content strategy click?
PA Insights combines ingenious thinking with comprehensive research. It presents a human side to every organization. And keeps a positive, sincere tone throughout. One feels naturally drawn to these posts.
Regarding B2B content strategy, blogs are less likely to go out of style. They are one of the sure-shot ways of marketing for consulting firms. B2B companies that offer consistent blogging have 67% more monthly leads than those who don’t blog. 59% of B2B marketers regard blogs as the most valuable channels.
Family Business Report By KPMG
The KPMG Family Business Report 2023 dives into how family businesses worldwide are leading the charge on sustainability. This report, shortlisted for a 2024 CMI award, captures the unique drive these businesses have for creating long-term, positive impact. By balancing business growth with social and environmental responsibility, family businesses are crafting a legacy that extends beyond profit.
Why does this content strategy click?
KPMG’s report resonates because it’s built on real stories and insights from family business leaders, making complex sustainability goals feel achievable. It emphasizes that sustainability isn’t just a trend; it’s a core part of what makes these businesses unique and impactful. Using clear, relatable examples and practical steps, the report empowers leaders to integrate sustainable practices in ways that align with family values and business goals. This authentic approach makes the report a compelling guide for those looking to make a lasting difference.
PwC Wins Big with Digital Pulse
If the content is your most significant plus point, make it stand out. With its stunning online publication, Digital Pulse PwC explores trends and challenges at the intersection of business and digital. Some of the most respected editors and writers lead it. The topics discussed include cyber security, blockchain, consumer behavior, and virtual healthcare. The multiple award-winning publication speaks of technology and innovation in every facet of life. It ranks high on:
- Quality,
- Uniqueness, and
- Consistency
Why does this content strategy click?
Crisp, concise, and rich in perspectives – Digital Pulse is PwC’s differentiating factor. The articles have a refreshing take on emerging problems. Additionally, surveys and extensive research done by the accounting firm give these articles a genuine edge. Developing the right marketing strategy can be tricky. Often big brands end up with hasty and unclear decisions. To avoid losing the competitive ground, assess efforts that go into marketing for consulting firms. Pick what works for you. Just like PwC!
Clarkson Consulting Industry Insights
Clarkston Consulting’s Industry Insights blog recently took home the 2024 Content Marketing Institute (CMI) award for Best Multi-Author Blog, and it’s easy to see why. This blog brings together expert voices across consumer products, life sciences, and retail to deliver sharp, timely insights on industry trends and challenges. From navigating supply chain shifts to understanding consumer behavior changes, Clarkston’s team delivers content that’s as engaging as it is informative.
Why does this content strategy click?
The multi-author approach is a brilliant content strategy for consulting firms. It allows Clarkston to draw from its diverse pool of experts, each bringing unique insights and fresh ideas that resonate with different audience segments. This variety makes the blog a rich resource, catering to specific industry needs while ensuring the content stays current and relevant.
For consulting firms, a multi-author blog reinforces credibility by showcasing the breadth of expertise within the organization, highlighting their people as trusted thought leaders. It also boosts content frequency and diversity, keeping readers engaged and eager for the latest perspectives. This strategy not only builds trust but also demonstrates the depth and adaptability consulting firms offer their clients, making it a powerful way to engage and retain audiences.
What's next?
We are sure the above case scenarios highlighting proven ways of marketing for consulting firms will make an excellent reference point for you to amplify your brand’s voice. However, if you need detailed insight on how to craft your marketing strategy, our Powerful Marketing Strategy for Consulting Firms post will give you all you need to get started!
Let us know what you think in the comments section below.
