SUMMARY: Establishing your firm as an industry thought-leader is a vital lead-generation strategy. But the technique requires you to have content that reaches the right prospects and creates relationships with them.
See how a boutique consulting firm transitioned one of their primary content vehicles from a paid print-based newsletter to a free electronic one. The four-month process included a communication strategy to alert existing subscribers of the change, a new editorial strategy, and integration with Web 2.0 channels. The venture paid off by tripling subscriber base, generating valuable links, and saving the firm $20,000 a year.