I’m putting a lot of effort into learning how to leverage social media for marketing professional services. I recently came across a set of videos from a panel discussion on the subject that had speakers form Goldman Sachs, JPMorgan Chase and Morgan Stanley on the panel.

This video is on producing relevant content for your audience. In this short video Amanda Rubin, Managing Director, Bran Marketing & Digital Strategy, Goldman Sachs made a comment that went to the core of how to create content that will resonate with your audience when she said “You need to find the passion points.”

I agree whole heartedly, you need to find the passion points of your audience to connect with them, but you also need to find you own passion points so you can share what is unique to you in a compelling manner. You need to get away from the five point plan and speak from your heart.