Why reinvent the wheel? We can learn the proven ways of marketing for consulting firms from top companies in the consulting space. Let’s analyze what worked for them. Is there anything common amongst top consulting firms’ most successful marketing campaigns? Let’s get started.
For a fleeting moment – Imagine your consulting firm has the following in place:
- A great team,
- Professional network,
- Decades of experience,
- A diverse range of services, and
- Impeccable understanding of the business
Now, you want to stay at the top of the game, establish new connections, and amplify your brand’s identity. But to do so, you need more than what’s given in the above list. What do you think it is?
Content Marketing. Content marketing for Consulting Firms is one of the most effective solutions for long-term visibility and growth. The below consulting firms are a testimony to that. They have adopted innovative marketing strategies to stand out and consistently engage with clients. You can too! Read on.
‘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 2020 ‘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.
‘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. This whitepaper made it to the finals of the Content Marketing Awards 2022. 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 2021.
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?
Shortlisted for Best Corporate Blog at Content Marketing Awards 2021, 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.
West Monroe Empowers Employees with Bambu
By now, you have read several case examples of content marketing for consulting firms. However, this industry is highly dynamic. West Monroe turned to its employees when it came to amplifying its brand’s voice. It knew that its brand is a critical differentiator when establishing client relationships. West Monroe introduced its employees to Bambu to stay ahead of the game. Bambu by Sprout Social is an employee advocacy platform that allows users, in this case – employees, to share curated content across their social networks. This helps brands and their employees have better visibility, wider reach, and more engagement.
Why does this content strategy click?
Why wouldn’t it? Employees are the very fabric of a company. They should be the most trusted resource to amplify a firm’s brand awareness. From that context, it was an intelligent move by West Monroe. With the help of Bambu, there was a massive increase in the brand’s footprint on social media. According to Sprout Social, it saw a 123% increase in website traffic year on year. Adding on to that, the employees could position themselves as thought leaders.
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!
Ready by Grant Thornton
The COVID-19 pandemic caught every company, big or small, off guard. During this unusual time, organizations looked for personalized support. One that helped them endure the storm. That’s when Grant Thornton came up with the idea of a marketing campaign that emphasized how the top advisory firm understood client needs. And could elevate them from a position of weakness to a place of strength. By using compelling videos showcasing the firm’s expertise and roping in golfer Rickie Fowler to encourage business leaders to take their next shot – Grant Thornton helped its clients get ‘Ready’ to take on the world.
Why does this content strategy click?
Marketing for consulting firms can be complex. There are different factors involved. If you don’t tread carefully, your efforts can fall flat. But Grant Thornton knows its capabilities. The Ready campaign became a huge success yielding high visibility. The reasons for success were:
- Content (the messaging) that resonated well with the clients
- The Campaign name ‘Ready’ and its mission to help clients seize every opportunity was well taken
- The videos were humorous and entertaining, which allowed them to reach the target audience
HCL’s Special Taskforce ‘Covengers’
When it comes to employee well-being and safety, HCL Technologies knows the surefire ways to get things right. Covengers is just one of them! Well! Superheroes have always fascinated us. We all have imagined ourselves wearing a cape and possessing superpowers to save the world from crisis. People suffered from information fatigue when news related to COVID-19 bombarded every home through different channels. But, HCL discovered the best way to reach the audience and everyone in the HCL ecosystem. It conceptualized Covengers – as a superhero task force.
The B2B technology giant created five superhero illustrations
- Soapman,
- Sanitizee,
- Maskman,
- Glovey-Dovey, and
- Liqwash
All represented some essential hygiene practices and busted myths around COVID-19. It linked those illustrations to internal platforms and even used them for branding. During the second wave, HCL boosted its efforts. And created a Covengers Buddy Program. The program encouraged employees to support affected co-workers.
Why does this content strategy click?
Marketing for consulting firms is never easy. It requires thoughtful attention and HCL aced it. Its content marketing strategy upped the brand value with creativity, light-heartedness, and out-of-the-box thinking. When the world outside was grim and struggling, HCL created a unique way to help and support its employees, partners, and clients. The Covengers campaign won the ‘Best internal content marketing strategy/campaign’ category at The Drum Awards for Content 2021’. According to the Drum, the team got a unique viewership of 87067, a whopping average daily reach of approximately 75,000, and a record 1,535,440 site visits.
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.
