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IMC NCR: Content Marketing: A “Natural” Necessity For Consultants
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IMC NCR: Content Marketing: A “Natural” Necessity For Consultants

The intangible nature of consulting services renders traditional ‘push' marketing relatively ineffective, although many of us continue to do it. Content marketing makes it easier for us to ‘get known’ by potential clients and more effectively allows us to highlight the value of our solutions and services. Our panel will help us see how to use content marketing to improve our brand and sales.

When: Thursday, May 8, 2014
5:30 to 9:15 PM
Where: Hyatt Arlington (NOTE change of venue - this month only)
1325 Wilson Blvd
Arlington, VA  22209
Contact: Raymond Suarez

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Content Marketing:
A “Natural Necessity
for Consultants 

Moderated Panel Discussion

“Content Marketing” (CM) is both the present and the future when it comes to selling consulting services.  A form of “pull” rather than conventional “push” marketing strategy, CM is a natural marketing fit for management consultants providing solutions and services that are often intangible, rather than physical manufactured products or retail services.  CM helps position our unique brands by demonstrating our professional expertise to the markets we specifically define and target, making it easier for us to ‘get known’ by potential clients and influence-leaders in the marketplace. 

IMC NCR’s May 8, Chapter meeting and dinner program will present a moderated, expert panel discussion that explores the realities and promise of establishing, improving, and sustaining our own CM strategies.  Panelists will share their insights and lessons learned from their distinctly different backgrounds and experiences to help us make smarter decisions about our own unique CM approaches and strategies.  Sample discussion topics will include:


  • Clarifying terms, e.g., “push”, “pull” and “content” marketing
  • Your business, brand, and audience
  • Your CM plan and strategy
  • Using websites and other important channels
  • Managing your investment of time and money


Is more or better content marketing a “natural” and “necessity” for your management consulting practice?  Bring your curiosity, questions, and challenges to our expert panel and decide for yourself.


  • John Beveridge, Rapidan Strategies
  • Michael Randel, Randel Consulting Associates
  • Richard Ziegler, APG Solutions
  • Karen Buehler, Vergent Consulting (Moderator)

John Beveridge. John is President and Founder of Rapidan Strategies, an inbound marketing agency in McLean, VA.  Prior to starting Rapidan, John spent 25 years as a human resource and employee benefits consultant.  John is a member of the Institute of Management Consultants National Capital Region, serves as Vice-Chair for the Northern Virginia Technology Council’s Business Development, Marketing and Sales Committee, and is a frequent contributor to Social Media Today.  Website:; LinkedIn:

Michael Randel, CPF. Michael is founder of Randel Consulting Associates, a management consulting firm that leads organizations through change and growth. He is an organizational development consultant and facilitator with over twenty years’ experience working with companies in more than thirty countries and five continents.  Michael is a member of the Institute of Management Consultants National Capital Region. He currently serves as Board Chair for the Mid Atlantic Facilitators Network (MAFN), and is recognized as a Certified Professional Facilitator (CPF®) by the International Association of Facilitators.  He has received the Facilitation Impact Award by the International Association of Facilitators and is listed by “Trust Across America/Trust Around the World” as a Top 100 Global Thought Leader in Trustworthy Business.  Website:; LinkedIn:

Richard Ziegler.  Richard founded Alliance Professional Group, LLC (APG) in 1998.  APG’s industry focus is in the information, manufacturing, scientific and real estate sectors.  Richard’s institutional focus is in associations, education, finance, and government administration.  He is a member and Immediate Past-President of the Institute of Management Consultants National Capital Region.  Following his tenure as IMC NCR Chapter President, Richard began exploring and focusing on strategies to monetize social media marketing in the consulting industry using inbound marketing techniques that “cut through the hype” to convert social media generated leads into customers.   Website:; LinkedIn:

Karen Buehler, CPF. Karen is President of Vergent Consulting whose mission is enabling people to connect and perform as a team, creating better futures for their organizations through strategic and program planning, facilitated meetings, multi-stakeholder team development, process management, meeting/event design and organizational communication.  Karen brings 20+ years’ experience in resolving complex quandaries involving multiple sites, silos and stakeholders in both Defense and Civilian federal government organizations, and has led workforce management, program planning, organizational communication, IT, and financial systems’ acquisition and implementation programs.  Karen previously served as IMC NCR’s Executive Vice President, and continues to serve IMC NCR as Communications & Marketing Chair.  She is a Certified Professional Facilitator (CPF®) designated by the International Association of Facilitators, and an active member of the Mid-Atlantic Facilitators Network and the International Association of Business Communicators. Website:; LinkedIn:

LOCATION: Hyatt Arlington is conveniently located in Arlington, VA hotel. Just minutes from Washington, DC and only steps to the Rosslyn Metro.

METRO: ROSSLYN (Exit East side. L on Fort Myer Dr., RT on Wilson)

DRIVINGMaps & Directions 

PARKING: Hotel underground self-parking garage; enter on Nash Street, $20.00/day. Hotel valet $25.00. On street Pay-to-Park where available.

Register early (by midnight Sunday the week of the event) and get a $10 Discount.

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