Helping advisors demonstrate their industry and financial expertise while navigating regulatory considerations.
Content Marketing for High-Touch Professional Services Firms
WHITEBOOT helps firms create and distribute "must read" strategic content, enabling practices and practitioners to remain top of mind among clients when a potential engagement opportunity arises.
WHITEBOOT works with the following types of practices:
- Investment Banking / M&A Advisory
- Venture Capital
- Strategy Consulting
Firms and practitioners operate in a fiercely competitive marketplace where networking alone may not maximize the practice's potential to win engagements.
A growing number of firms recognize that a targeted content marketing program can play an important role in strengthening relationships with clients, unlocking more opportunities to pitch for business and increasing the pitch win-rate.
The practical obstacle to launching a marketing program is creating "must-read" content on a consistent basis. Many firms have been unable to sustain a successful marketing effort due to challenges which include:
- Senior professionals are too busy with client work to consistently create content for marketing purposes.
- Professionals lack the expertise to create engaging marketing copy that clients want to read.
- Distribution of content is sub-optimal, resulting in a less effective campaign.
WHITEBOOT aims to address the challenges of implementing an effective content marketing effort through an integrated set of services which drives stronger industry recognition and affinity for the firm and its professionals.
- Definition of audiences / client segmentation
- Messaging objective setting
- Content ideation
- Copy development & editing
- Email marketing
- Social media marketing
- Expertise definition
- Personalized content styling
- Personal campaign strategy
Great Advice = Great Relationships
Clients are looking for advisors who consistently offer high-quality guidance that addresses their greatest business challenges.
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Assisting investors in developing their thought leadership targeting entrepreneurs.
Supporting consultants in communicating cutting-edge tactics to clients.
Working with accountants to strengthen their relationships with CFOs and controllers.
Colston Young is the founder of WHITEBOOT. Colston started the company because he saw the tremendous potential that boutique professional services firms possessed for using content marketing to strengthen relationships with clients and to create differentiation from competing providers.
Colston spent 15 years working in a variety of high-performance professional services environments, including venture capital, investment banking and strategy consulting. He understands the challenges busy professionals and their firms face in committing to a consistent marketing effort and connecting with hard-to-access C-level clients and prospects.
Colston brings to his projects a broad business background which incorporates finance, strategy and professional services marketing and operations. Colston received an MBA from Harvard Business School and earned his bachelor’s degree from Williams College.