In an earlier post, we covered the first two questions any solo or small firm has to answer before starting a content program: who you’re writing for, and what you’re writing about. Get those right and you’ve got a real foundation, a clear reader and a library of topics worth building out. But a foundation…

Content marketing, whether as a blog, newsletter, LinkedIn thought leadership, or all of the above, is a serious investment for a solo practitioner. It takes time to pay off. Unlike a referral relationship or a PPC campaign, it is not something you can switch on during the times you need work and off when you’re…