Articles, white papers, podcasts, case studies, webinars—in professional services marketing, content is king. It not only helps you generate and nurture leads through using content as a value-based offer, it also helps you demonstrate your expertise, build trust, and become an "expert" in your prospects' eyes.

Nothing is more tragic than to see a service firm develop content pieces such as these, with valuable insights, only to never the see the whites of prospects' eyes. The success or failure of the piece is fated by one very important (and often overlooked) element: the title.

In the restaurant business it's all about location, location, location. Even a five-star chef has the cards stacked against him if his restaurant is in a poor location. In professional services marketing, specifically this type of value-based marketing, it's all about title, title, title (this also applies to the subject line of an email, headline in a direct mail piece, etc.). The success and failure of many a marketing campaign is fated by the title.

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