It used to be that Knowledge Management and Marketing are too very disparate functions with clear training and education needed to differentiate one professional from another. I think there is a lot of overlap between these two jobs, specifically in two areas:
- The use of social media to capture, share and create interaction over content
- One can directly feed the other
I’m not going to focus on social media so much in this entry but the second point. For consulting firms especially the process of internal knowledge management to capture and leverage intellectual capital can directly be reused for marketing purposes.
A large part of consulting firm’s Marketing/PR strategy is based on case studies – what have you done for XYZ company, what were the results and how can that help my company. A consulting firm’s KM strategy should focus a lot on story capturing and storytelling to help make selling more powerful and creation of client deliverables more efficient.
These same stories captured for internal use can be used for external marketing purposes provided you have permission from the client. Here is a potential flow of what I call the SHARE concept:
Storytelling to Help Acquire (our knowledge), Recognize (our employees) and Expand (our business)