CONTENT STRATEGY

Share your firm’s best thinking with the world.

The expertise your partners carry is your best selling point. Get it onto the page, in your voice, at a pace you can sustain.

I build and run the content function for professional services firms whose expertise is the product, but your experts have no time to write.

The raw material already exists in the answers partners give over and over, in the reasoning behind a difficult decisions, in firm policies that shift with legislative updates. The missing piece is the system that turns that into published work on a schedule, without waiting for a busy partner to find free time.

Content strategy names the few themes your firm should own and builds the engine that efficiently produces first drafts. The work reaches the page in your partners' voice, where buyers and the AI tools they ask for recommendations can both find it.

Why do firms full of experts struggle to publish content?

Every hour a partner spends writing is an hour not spent on billable client work. In a firm where expertise is the product, the people with the most worth saying are the ones whose time costs the most. Writing loses that argument every quarter, and it should. Nobody should push a client deliverable to finish a blog post.

So the firm settles into one of three patterns. It publishes nothing. It hands the work to a junior marketer or an agency, and what comes back is accurate, competent, and obviously written by someone who has never sat across from a client. Or a burst of articles are written after an internal push, then crickets for months or years that follow.

All three end in the same place, with the firm's actual thinking never leaving the building:

  • The reasoning behind a call that turned out to be right

  • The pattern a partner has watched play out forty times

  • The thing you would say in a client meeting that would make a prospect sit up

Meanwhile the published language in your category keeps converging. Read the insights sections of ten firms like yours and you will find the same year-end reminder, the same volatility explainer, the same summary of the same rule change, most of them posted within a week of each other.

Every firm in the category publishes the same reminder in the same week, which means the only thing a reader learns is that you subscribe to the same newsletters they do.

A referred buyer arrives already inclined to hire you, then goes looking for proof. When they find your insights page it must demonstrate your firm’s expertise or you risk falling back into the undifferentiated crowd.

How to build a content strategy and engine

  • We start with an internal discussion around your ideal client profiles (ICPs), optimal engagements, what your clients are asking about, and verticals targeted for growth.

    Then I conduct a competitive and SEO analysis to see what your peers and trade press cover, and what potential buyers are putting into search engines and AI models.

    We then narrow down a large list of potential themes to three or four topics, each with specific questions tied to buyer journey states.

    You get: a content strategy that identifies the key themes, provides an initial topic list, and ties it all into your GTM structure.

  • The heart of the content engine is an editorial calendar that sequences topics a month or quarter at a time.

    Then we train an AI system to generate sound first drafts. The AI tool is given strict voice and brand guidelines, built from actual written or voice transcript samples, and firm fact-checking principles to avoid hallucinations.

    Ideally, each article is built around a short interview with a partner to get their unique insight and voice.

    You get: an editorial engine with themes mapped to a calendar, formats defined, the intake and review workflow built, and the AI production stack configured and documented.

  • One topic should not produce one article. The same topic can be the long-form piece, an HTML guide that lives on your site, a month of social posts, a video explainer, and a slide for a presentation.

    Every version gets written for the format. The LinkedIn post takes one moment from the piece and expands it into something that stands alone. The guide reorganizes the same material for a reader who arrived with a specific problem rather than a general interest. The video keeps the sixty seconds the partner said better than I could write it.

    The mechanical work runs on AI: the transcript, the first pass at each format, the variations. The judgment about which moment out of a 45-minute conversation is worth expanding stays with me, because that call decides whether any of it gets read.

    You get: a full set of formats from every source piece, covering the article, the on-site guide, the social sequence, and the video cuts, each produced for where it will land.

  • Every piece gets built for the primary ways a buyer arrives. For search, that means the SEO structure that lets a page rank: descriptive URLs, clean heading hierarchy, internal links connecting each piece to the service it supports.

    For AI engines, it means following extraction requirements: each section answering one question completely, schema telling a machine what the page is, and entity signals that let a model resolve your firm and attribute the expertise to the partner who authors it.

    You get: pages built for search and citation, with schema, entity markup, author attribution, and an internal link structure that makes each piece reinforce the ones around it.

  • The newsletter carries the most compounding value in this stage, because it is the only audience the firm actually owns. Every other channel is rented from a platform that can change the rules without asking.

    For most firms in this range it runs monthly, assembled from work the engine already produced, so it costs almost nothing incremental.

    Social means LinkedIn in nearly every case, since that is where your buyers and your referral sources already are. Your partners' personal profiles carry more reach and more credibility than the firm page ever will, so the strategy gets built around them: each partner posting in their own voice.

    Third-party surfaces are the last piece. Guest work, podcasts, and trade press put the firm in front of audiences you do not have to build, and they give the answer engines corroboration from somewhere other than your own domain.

    You get: a distribution system covering the owned newsletter, a LinkedIn strategy built on your partners' personal profiles, and a target list of third-party surfaces worth pitching, with the engine producing each format from work it has already made.

Work With Me

How do SEO and AEO work for a professional services firm?

SEO puts your firm in the list of results a buyer scrolls through, while AEO puts your firm inside the answer an AI model (like ChatGPT or Claude) writes.

Search fundamentals are still essential because answer engines read the same web that search engines index and most run retrieval through a search index first. What AEO adds is a requirement search never had, which is that the passage has to survive being lifted. A model reads, extracts, and writes its own answer, citing whatever gave it something usable. The unit of value stops being the page and becomes the section: one question, answered completely, in one place.

For a firm like yours, that changes the math. The questions in your category are low-volume and high-consideration: whether a family office should use a corporate trustee, how to value a partnership interest in a buyout. Almost nobody searches for them, and the one person who does is the exact buyer everything else in your marketing is chasing. Under search logic that traffic never justified the partner hours, so nobody in your category answered. A model does not care about volume. It cares whether anyone answered well, which leaves your category undersupplied and open to whoever writes the answers first.

Relevant content
strategy projects

Aura Advisors Content Strategy

Built content engine, distribution system, and social presence.

Content Strategy | SEO/AEO Optimization | Keyword Strategy | Distribution Channels

2026

GreenGrowth CPAs - Cannabis CFO Survey

Created landmark content pillar based on target industry insight

Content Strategy | PR Strategy | Social Strategy

2023

MGO - The Future Game

Led creation of multi-channel growth campaign supporting new business line.

Content Strategy | Video Production | Social Strategy

2022

Choice Coach Content Strategy

Created monthly content strategy around pillar piece, follow up articles, and social media posts.

Content Strategy | SEO/AEO Optimization | Social Strategy

2026

Frequently Asked Questions

  • Content programs run $2,000 to $5,000 a month. The range is set by cadence and by how many partners are in the interview rotation, since those two drive nearly all the work.

    The first two weeks are the build: the themes, the engine, the workflow. It is included in the retainer rather than billed separately, on a six-month minimum, because the build only pays back once the loop has run long enough to compound.

  • The speed relies on partner participation, but we expect to be publishing within two weeks.

    Results from being found takes longer, since search ranking on a site without much existing authority is a matter of months.

    Citation in AI answers can move faster, because a model picks the most usable passage for a question rather than the most established domain, and in your category that question usually has no good answer yet.

    The asset compounds before any of that lands. Six months in, you have a body of work a partner can send mid-deal, a newsletter with a real list on it, and pages that answer what your buyers are asking.

  • About an hour a month per partner in the rotation. A 45-minute recorded interview produces the source material for a month of output across every format, and the review runs about 15 minutes, because your partner's job is to correct what I got wrong.

    Any version of this that asks your partners to write fails the way it has failed at every firm that tried it, since writing loses to client work every time.

  • No, and the interview is why. The draft comes from a recording of your partner talking, so the phrasing, the analogies, and the way they qualify a claim are all theirs. AI handles the transcript, the first pass, and the format variations, while the judgment about what is worth saying stays with the partner and with me.

    If a partner reads a draft and does not recognize himself in it, the draft is wrong and gets rewritten. That happens early while I learn how someone talks, and it stops after two or three rounds.

  • Not automatically. A large brand already sits in a model's training data and resolves the moment it is named, while a smaller advisory firm has to be assembled out of whatever a model can find: your site, your listings, your profiles, your partners' bylines.

    Consistency across those surfaces is what lets a model name you with confidence. If your description and your leadership read differently in four places, the model reaches for a competitor it can identify more easily. For most firms this is cleanup rather than construction.

  • A content agency sells you a senior strategist in the pitch and staffs the work with writers who have never worked in your category, which is why the drafts come back accurate and generic.

    A ghostwriter can match a voice and usually cannot set the strategy, build the engine, or do the technical work that makes any of it findable.

    I do all of it myself, using AI to move at a pace an agency team cannot match at this price. The strategy, the engine, the writing, the technical build, and the distribution are one engagement with one person accountable for whether it works.

  • Brand positioning is essential for firm growth, but your firm’s current state may not require a refresh.

    If your firm already knows what it stands for and who it is for, content can start from there. If your partners would each answer "what makes us different" differently, content will expose that quickly, because a theme list is a positioning decision wearing different clothes.

    Most firms come to me for one and end up doing both.

Let’s Get Started

Contact me when you’re ready to explore how an updated brand position can elevate your firm.