Best practice: McKinsey’s Content Marketing strategy

Do you fully grasp content marketing and why more organizations are leveraging it to retain and attract new customers? Great, but there’s no one-size-fits-all approach to content marketing, and we could all use a little inspiration. Today, let’s look at one of the world’s most renowned business consulting firms, McKinsey & Company. How does this industry leader use content marketing to build trust and showcase expertise? After reading this article, you’ll understand aspects of McKinsey’s content marketing strategy that you can directly apply within your organization.

McKinsey’s Positioning

For years, McKinsey has been at the pinnacle of its field, even credited as one of the founders of what we now call strategy. The firm positions itself as the go-to partner for senior management, consistently demonstrating an acute understanding of this demographic’s needs. Serving the global elite of companies, McKinsey takes ‘walking the talk’ very seriously.

McKinsey Insights: From Magazine to Online Platform

De McKinsey Insights portal

In 1964, McKinsey published the first edition of its magazine, the Quarterly, featuring articles on various business topics by McKinsey partners and external experts. Quickly, the magazine gained global recognition for its unique insights into the readers’ current challenges. It’s an excellent example of early content marketing that proved highly beneficial for the organization.

With digitalization now a key theme for the company and high on its agenda, McKinsey faced the challenge of maintaining its edge. The solution was McKinsey Insights, an online marketing accessible on most phones and tablets, consolidating all McKinsey knowledge. Offering the same quality content through digital channels ensures McKinsey remains relevant and accessible across all devices to its target audience.

Content Distribution: LinkedIn and Other Social Media Channels

Of course, good content is vital, but it must reach its intended audience. Where the McKinsey Quarterly used to physically arrive at the target audience’s doorstep, standing out amongst internet content requires a different approach. Acknowledging this, McKinsey fully embraces channels like LinkedIn and Facebook. Besides having an active company page and sharing Quarterly/Insights articles through its network, McKinsey’s David Edelman is a notable LinkedIn Influencer on the platform’s content network.

Conclusion: McKinsey’s Content Marketing Strategy Core

Working with the world’s largest companies and having a vast organization of specialists allows McKinsey to produce unmatched content. By supporting findings or theories with research among its clients, McKinsey daily demonstrates where to turn for insights. Leveraging its prestigious status and connections ensures the right audience across platforms.

Your organization might not be McKinsey, but that doesn’t mean your specialist knowledge can’t yield compelling content crucial for (interacting with) customers. Use your market status and recognition to create a platform ensuring your message reaches the intended audience. Don’t be discouraged; even McKinsey spent years (and continues to) building its platform and reach. However, you can start taking steps now!

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