By Rosemary Beach

"Everybody experiences far more than he understands. Yet it is experience, rather than understanding that influences behaviour."
– Marshall McLuhan, author of "The Medium is the Massage"

1. Compelling Content is Vital

High-quality content and variety of information are what readers have an appetite for, and ultimately find value in. Authenticity, a new-order marketing term, is defined as expression in your own voice with input from various sources and perspectives. As an industry expert you are a catalyst for change or an authority expert on trends and insights. Reader curiosity happens when commentary on your processes used, the hiccups and how it was handled are essential components for true engagement. Offering examples in a personalized context of your own experiences ignites curiosity as it pertains to the relevance of a matter and what we want them to learn.   

2. Raised Standards Expected from Discerning Knowledge-Seekers

88% of B2B Marketers today use content marketing as a component of business development planning. Content within the realm of marketing and business development for law firms and professional services is a growing trend – in 2016 and into 2017, 50% of all B2B (and B2C) companies will increase...