Case Study Series: What's Working in Marketing & Selling Professional Services

Getting the word out about a high-tech company that provides a specialty service is always a challenge. But when the service is a patented procurement process, traditional approaches such as advertising and public relations are particularly ineffective. With that in mind, e-LYNXX Corporation, which helps organizations with print projects, developed a content marketing strategy that enables the company to get in front of decision makers.

That strategy involves leveraging the company's in-house expertise to write monthly articles, building media relationships, and taking advantage of free online posting opportunities. As a result of this effort, e-LYNXX has articles published monthly in trade journals that are read by c-level executives as well as those directly responsible for buying print. One magazine also named e-LYNXX one of the top 100 procurement firms in North America in 2009 and 2010, and it named the company's founder one of the 100 most influential procurement executives in North America in 2010.

Read the complete case study to learn how the company developed and implemented their content marketing strategy, as well as get a resource list of news release sites and free article posting sites they used.

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