Planning digital campaigns and content strategy
From content plan to measurable results
Most professional services campaigns are a list of channels with a launch date. The goal is vague, the content is whatever the fee earners can be persuaded to write, and measurement is decided afterwards, if at all. This workshop follows one campaign from the first conversation with a partner through to the results report, and at every stage covers the practical tips, shortcuts and free tools that make the difference between a campaign that ran and a campaign that worked. It is built around what actually happens in a firm: limited budget, busy fee earners, a long buying cycle and partners who want to know what it produced.
All workshops open with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.
All digital marketing workshop cover what can and cannot go into a public AI tool, the difference between consumer and enterprise tiers, why client and matter details must not be pasted into a general model, and what a sensible firm level position looks like. Every session now recommends tools that make this easy to get wrong. Delegates leave with something they can take to their risk or compliance lead.
What you will learn
By the end of this workshop you will be able to:
– Pin a campaign to one goal and one metric before anything is built, and turn a vague partner brief into something you can actually deliver and measure.
– Find out what clients are searching for and asking, using data you already have in GA4 and Search Console alongside free research tools, so the campaign is about their problem rather than the firm’s services.
– Plan content across the buying journey and choose the formats that get seen, shared and cited, including the original research, comparisons and expert commentary that AI assistants now favour.
– Get more out of every piece: repurposing one substantial article, webinar or piece of research into a month of assets across email, LinkedIn and the website, and getting fee earners to contribute without writing from scratch.
– Choose and sequence channels by goal and journey stage, and avoid the things that quietly kill campaigns: landing pages that do not match the email, forms that are too long, links that lose their tracking and launches with no follow up planned.
– Set up tracking before launch so every channel can be told apart afterwards, and report results to partners in terms of enquiries and engagement rather than opens and impressions.
What you will take away
– A campaign planning checklist that runs from brief to results report.
– A content planning and repurposing template mapped to the professional services buying journey.
– A pre launch tracking checklist covering goals, key events, UTM naming and landing page checks.
– A set of AI prompts for campaign briefs, content angles and repurposing that keep your own voice.
Tools and platforms covered
For research and planning, Google Trends, AnswerThePublic, Semrush and your own Search Console and GA4 data for finding the questions clients are already asking, and LinkedIn for testing which angles get a reaction before you commit to the big piece.
For content and distribution, Passle for fee earner thought leadership, the email platforms this sector uses including Concep, Vuture and Force24, and LinkedIn including Thought Leader Ads, with a view on how each fits into a sequenced campaign rather than sitting on its own. Canva and Descript for turning one piece into several formats without a designer.
For measurement, GA4, Search Console and Data Studio, plus UTM tagging done properly, a shared tracking sheet so nobody free types a link again, and how results connect back to InterAction, Introhive, Nexl or HubSpot.
On the AI side, using ChatGPT, Claude or Gemini to sharpen a brief, generate angles and repurpose long content into shorter formats without producing something your audience can spot as generic, and a brief look at whether the AI visibility tools such as Peec or Profound are worth adding to a campaign’s measurement yet.
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
- – Participation is restricted to PM Forum members
Book now
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Speaker
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Chloe ChristineTBD MarketingChloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.
