This week: Algorithms now favor expertise over follower counts, freely sharing valuable content builds trust, and AI adoption requires strategic positioning—not just tech implementation. Plus, why quality trumps production in content marketing, and how to leverage social media as free marketing for your firm. Giddyup!

Marketing Strategy: Stop Shouting, Start Showing

Today's social media algorithms prioritize quality content on "For You" pages, meaning you can break through even without a huge following. As GaryVee explains, it's less about follower counts and more about the content's value itself.

GaryVee advises showing "tricks of the trade" in your content rather than polished ads. Give away valuable advice to build trust and attract clients. He also emphasizes platform differences – don't just repost; tailor content for TikTok, LinkedIn, and X, focusing on engaging first seconds.

For professional services firms, this means demonstrating expertise upfront. Create short, insightful videos with quick solutions to client problems. Share in-depth blog posts on trends. Use social media to answer questions directly. This quality, platform-specific approach uses algorithms to boost your visibility organically.

Comment insights:

• GaryVee notes content quality is paramount, even for new accounts
• GaryVee stresses adapting content to each platform for best results
• GaryVee says offering valuable advice online is powerful marketing for service firms

Content Trends: Value Trumps Production Quality

Is your content strategy stuck in 2019? GaryVee suggests focusing on valuable content, not just algorithm hacks. Platforms change, but quality endures. While vanity metrics tempt, Rand Fishkin notes Google Search still dwarfs ChatGPT, suggesting search-focused content remains vital.

"Good stuff" today means valuable content, platform-agnostic. GaryVee highlights social media as free marketing, urging businesses to create and post. Seth Godin adds that even tech firms now need commitment to tech, not just "marketing geniuses."

For professional services, share expertise freely: "how-to" videos, simple blog posts, social media tips. GaryVee advises lawyers to give away their best advice online to build trust. Don't obsess over production; prioritize message over polish.

Comment insights:

• Nick Yorchak on Karl Sakas' post: "Another great post Karl - you publish some seriously valuable content for our space."
• James McGreggor shared that AI agents in collections have higher satisfaction rates because people feel less judged by AI.
• Alex Cristache noted "Teams look to management for leadership. Leaders have to make those decisions, in good times, and in bad times."
• Nikolai Zakharov cautions against impersonal, broadcast-style messaging and advocates for personal conversations.
• Ann Handley clarified she wishes emails were more personal and crafted like handwritten letters.

Navigating the Industry Tides: AI, Social Media, and Client Focus

Is your firm ready for the AI wave? The Artificial Intelligence Show Podcast reports governments are preparing for Artificial General Intelligence now, not in some distant future. AI agents could cost firms $2,000 to $20,000 monthly, as the AI Show also noted – but they may outperform and replace highly paid knowledge workers.

For professional services firms, this means rapid change. The AI Show podcast emphasizes "anything is possible" through hard work and value creation. While AI takes over tasks, human skills like adaptability, creativity, and emotional intelligence become crucial. Position your firm to use AI tools while highlighting your irreplaceable human value.

This isn't just tech adoption; it's strategic positioning. Duct Tape Marketing stresses "real conversations with customers." In an AI world, understanding client nuances and relationships is key. Also, consider GaryVee's social media advice: algorithms favor valuable content, offering a chance to showcase expertise and build trust.

Comment insights:

• Zabeen Hirji suggests "lead with the 'art of experimentation' as a guiding principle" in a VUCA world
• Jonathan Stark advocates for email marketing, emphasizing audience ownership over relying on platform algorithms
• David Burkus stresses "Commander's Intent" in leadership: clear, simple goals over complex strategies
• Pamela Wilson calls customer conversations "gold" for business insights and marketing
• Connor Uptegrove notes trust fuels collaboration for success

Wrapping Up

The message is clear: professional services success increasingly depends on demonstrating expertise, not just claiming it. Whether through platform-specific content, value-first marketing, or strategic AI adoption, the firms that thrive will be those that adapt quickly while doubling down on human connection.

🤔 Which of these approaches could most immediately strengthen your firm's market position this quarter?