Content Marketing
What is Centers of Influence (COIs)?
Centers of influence (COIs) are trusted professionals — such as accountants, attorneys, and other advisers — whose relationships and referrals can send high-quality clients to a firm.
COIs are a primary growth channel for many advisory firms because their referrals come pre-qualified with trust. Content plays a direct role here: a podcast is a natural reason to invite a COI on as a guest, deepening the relationship while producing an episode.
Content also keeps you top of mind between conversations. A COI who regularly sees your thoughtful material is more likely to refer, and better equipped to describe what you do.
Building COI relationships is slow, relationship-driven work — content makes it more consistent and scalable.
Related terms
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