Content Creation

Video Marketing Strategy: What Law Firms Need to Know (Part 1)

Video Marketing Strategy: What Law Firms Need to Know (Part 1)

This post originally appeared on JD Supra.

For many law firm marketers, video is a topic they would rather not discuss.

It is often regarded as a high-cost, uncertain-ROI endeavor that is difficult to master and integrate into a firm’s broader marketing strategy. 

But understanding why and how video can and should be embraced by law firms to increase brand awareness, generate website traffic, burnish thought leadership, and support business development efforts is an important discussion that every law firm marketing department should be engaging in. Why? Because video, unlike many other fickle marketing trends, is not going away. In fact, video is only increasing in importance.

Five Best Practices for Law Firm Content Marketing

Five Best Practices for Law Firm Content Marketing

This post originally appeared on Attorney at Work.

Blockbuster became dominant in the video rental business by offering convenience and selection — more stores and more titles than its competitors. Then Netflix came along offering even more convenience — more selection delivered right to your doorstep — as well as cheaper prices. It became even more dominant by streaming content straight into living rooms.

What has allowed Netflix to avoid becoming “Netflixed” by its competition is not convenience or pricing, though. It’s content, as Netflix invests billions into original programming.

When it comes to capturing consumers’ limited, closely guarded attention, content remains king. The same principle applies for law firm websites.

Five Ways to Build Your Personal Brand in Today’s Digital World

Five Ways to Build Your Personal Brand in Today’s Digital World

In 2010, 24-year-old violinist Lindsey Stirling appeared on America’s Got Talent. She was eliminated in the quarter finals. According to Wikipedia, judge Piers Morgan told her: “You’re not untalented, but you’re not good enough to get away with flying through the air and trying to play the violin at the same time.”

Stirling later wrote on her blog: “I was devastated at the results … It was painful, and a bit humiliating; however, I had to relearn where it was that I drew my strength.”

Never heard of Lindsey Stirling? Perhaps choreographed violin performances aren’t your thing, but she’s crafted a big and profitable niche in the ensuing years since America’s Got Talent judge Sharon Osbourne told her: “What you're doing is not enough to fill a theater in Vegas.”

Content Marketing: An Essential Tool for Legal Business Development

Content Marketing: An Essential Tool for Legal Business Development

One of the challenges that most lawyers face is the sales and marketing rollercoaster. Business slows down and business development picks up. Then new work comes rolling in, and work product takes precedence over business development. And so on.

There’s no getting around the fact that selling is required to sustain and expand existing relationships, and to develop new ones. The problem is that—let’s face it—hardly anyone (especially most lawyers) enjoys selling. But rest easy because there’s a way to sell that doesn’t involve cold calling, glad handing and small talk. At least not in the traditional sense. One of the most important tools that lawyers can use to achieve business development success is content marketing.

Consumers of legal services desire, above all else, expertise. Unless expertise can be conveyed and validated through referral or reputation, it must be demonstrated through thought leadership expressed in the marketplace of ideas (i.e., content marketing). Generating and disseminating compelling content builds trust and awareness, and positions the content creator as an expert. It’s the “long game” with a focus on relationship building, not the hard sell.

The Power of a Personal Brand—Free Chapter Preview from "The Essential Associate"

The Power of a Personal Brand—Free Chapter Preview from "The Essential Associate"

For those who haven’t had a chance to check out my new book, The Essential Associate, I’m sharing the full text of Chapter 8—The Power of a Personal Brand. While the book is geared towards associates, I believe the lessons discussed in this chapter across experience levels. Enjoy! And don’t forget, if you are interested in purchasing the book for yourself or your colleagues, it’s available on my site, www.theessentialassociate.com, and on Amazon in both print and Kindle formats.

Chapter 8 – The Power of a Personal Brand

The problem with most business development advice is that it’s tactical and not strategic. Do this. Don’t do that. Try this software. Dabble in that social media platform. Tactics are important but only in the context of a larger strategy. And the ultimate strategy for a young lawyer hoping to build a sustainable business development pipeline is to build a strong personal brand.

Quantity or Quality? When it Comes to Content Marketing for Law Firms, it’s Both

Quantity or Quality? When it Comes to Content Marketing for Law Firms, it’s Both

Should we be creating more content but at a low level of quality, or less content at a high level of quality? For law firms looking to make an impact with their content, this question poses a false dichotomy. There is another alternative, which is to produce a high level of content at a high level of quality. If you are, in fact, hoping to make an impact with content marketing, there is no choice other than to do more, better.

 

What is Content Marketing?

Smart brands—law firms and otherwise—have come to understand that old-school, mass-market, interruptive styles of marketing, such as traditional advertising, aren’t working any longer. Consumers of all types of products and services, from light bulbs to legal services, are finding new ways to consume information, and are ignoring brands who are interjecting what they want people to hear and see, rather than creating stories consumers want to hear and see themselves.

Rather than one-off ad campaigns and self-centered marketing materials, law firms that produce content that inspires, educates, and entertains members of their target market, while using a consistent, authentic editorial voice, are succeeding in breaking through in today’s challenging and crowded marketplace for content. The best law firm content marketing, be it in the form of website content, articles, video, or audio, focuses on the client’s information needs and not the firm’s own preferences.

The Internet is Legal Marketing’s Kingdom, But Content is Still King

The Internet is Legal Marketing’s Kingdom, But Content is Still King

In 2013, upon joining Bloomberg Media Group as its new CEO, Justin Smith sent Bloomberg's media team a memorandum describing his approach and philosophy to journalism. At a time when the media industry was experiencing massive disruption (which has since accelerated), and its primary revenue source of advertising was declining precipitously, Smith had this to say:

“All business is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simpler, more profitable past that will never return; and the vibrant, entrepreneurial segment that reinventing commerce before your eyes.”

The same can be said of the legal industry in 2018. In fact, this same sentiment is expressed in the 2018 Report on the State of the Legal Market, published by Georgetown University Law Center and Thomson Reuters Legal Executive Institute, which suggests that too many law firms are fighting the “last war” by operating and adapting (or not adapting) based on how the market has behaved in the past, and not on what’s to come. Just as in the media sector, this has created opportunities for entrepreneurial law firms and alternative services providers to step in and exploit the situation through hustle and innovation.

10 Things Every Lawyer Should Consider Before Writing a Book

10 Things Every Lawyer Should Consider Before Writing a Book

Polls suggest that over 80 percent of Americans want to write a book, but only a small percentage of them actually do. That being said, book publishing is on the rise. Self publishing is easier than ever, and Amazon offers an amazing marketplace to sell books.

A few days ago I launched a new book called The Essential Associate: Step Up, Stand Out, and Rise to the Top as a Young Lawyer. It’s a book that provides my take on what is required to succeed as a young associate in the practice of law and the business of law in today’s competitive environment, and also includes the insights of dozens of top lawyers, general counsel at Fortune 500 companies, and leading consultants to the legal industry whom I interviewed as part of the research for the book.

How Lawyers can Create Content that Spreads on LinkedIn

How Lawyers can Create Content that Spreads on LinkedIn

Lawyers need to be strategic in their approach on LinkedIn. And one of the most important strategic priorities is to create and share content that reaches the right audience. Indeed, the only way to make a really big impact as a lawyer on LinkedIn is to put your best content front and center. 

Want to create viral content on LinkedIn that spreads beyond your immediate network and positions you as a thought leader in your space? Yes, of course, but the real question is: How?

In this post I dive deep into the issues of: (1) how to create compelling content, (2) how the LinkedIn algorithm works, and (3) in light of the way content spreads on LinkedIn, how lawyers can craft a smart content strategy to make their thought leadership reach a big audience.

LinkedIn for Lawyers: 10 Steps to Business Development Success

LinkedIn for Lawyers: 10 Steps to Business Development Success

According to the 2016 ABA Legal Technology Survey report, more than 93% of lawyers surveyed now use LinkedIn, with large firm attorneys using it the most. There’s a good reason for this—LinkedIn has almost 600 million members and is easily the most “target rich” social media platform for a lawyer with a business-oriented practice. LinkedIn is a professional network, which means that people are spending time there for the purpose of doing business. There is no doubt that LinkedIn is the best place online for lawyers looking to grow their networks and their practices.

 

The problem, however, is that too many lawyers use LinkedIn as a place to connect and scroll through other people’s posts, rather than as a tool to aid in business development. LinkedIn has everything a lawyer might need to establish relationships that lead to new business. It’s just a matter of leveraging the tools to best effect.