Content Creation

5 Reasons Why Content Marketing Offers the Best ROI for Law Firms in 2019

5 Reasons Why Content Marketing Offers the Best ROI for Law Firms in 2019

There are more options than ever for law firms who want to market and grow their practices. This often leads firms to invest in many different tactics, hedging their bets by spreading their resources widely like one dollar chips scattered across a roulette table.

Content marketing is not new. Sharing valuable, educational, and relevant content as a means to attract new clients and customers has been an integral marketing tactic for businesses across a wide spectrum of the economy for decades. And it’s particularly effective in marketing sophisticated legal services—in fact, among all the alternatives, it offers the best marketing ROI for law firms in 2019.

10 Principles that will Fuel a Successful Legal Practice in 2019

10 Principles that will Fuel a Successful Legal Practice in 2019

You can buy attention. But no matter how much you spend, you can’t buy trust. And trust is the most valuable form of currency needed to sell sophisticated professional services. Effective marketing that garners both attention and trust must be built on a foundation of strategy. Developing an effective strategy requires an investment, but not merely writing a check. It involves listening, understanding, being empathetic, and putting in the labor necessary to truly know who your audience is and what matters to it. 

What follows are not tactics. Rather, these are 10 maxims that will help you frame the decisions and, yes, make the investments necessary to make an impact with your legal marketing in 2019. 

Five Ways to Become a Better, More Productive Content Marketer (Even if You Don’t Think You Have the Time)

Five Ways to Become a Better, More Productive Content Marketer (Even if You Don’t Think You Have the Time)

Effective marketing allows you to create a pipeline of prospects who become aware of and interested in what you have to say and offer. For most of these prospects, the need to engage a lawyer’s services at any given point in time will not be urgent. But for some, the need will be acute. If you lavish your personalized business development efforts on these highly qualified prospects you will experience success.

The key to this process, however, is keeping the prospect-pipeline flowing through effective marketing, and the most effective and scalable form of marketing for legal services is content marketing.

The Art of Persuasion: How to Write Attorney Bios, Blog Posts, and Practice Area Descriptions that Make an Impact

The Art of Persuasion: How to Write Attorney Bios, Blog Posts, and Practice Area Descriptions that Make an Impact

In my work as a marketing consultant for law firms, few questions are posed more frequently than this: How can we write more persuasive, effective content for our website?

This is an age-old question in legal marketing, and the answer is even older. Persuasive content is that which follows a path laid thousands of years ago by Aristotle, the original master of persuasion. Aristotle’s insight, which has as much relevance today as it did for the ancient Greeks, was that content that connects is structured according the rhetorical appeals of ethos, pathos, and logos.

Two Essential Elements of a Successful Law Firm Event

Two Essential Elements of a Successful Law Firm Event

Spare Your Clients another Evening of Cheese Squares and Chardonnay

Hosting networking, educational and social events is one of the best tactics to strengthen relationships with existing clients and establish connections with new ones. Events offer opportunities to engage on a deeper, more personal level, which is key to forming trust and laying the foundation for business development.

Since these benefits are relatively obvious, almost every law firm invests in some form of event planning. This means current and prospective clients get bombarded with invitations to law firm events that sound pretty similar. Despite making significant investments, many firms don’t get the ROI they’re hoping for because clients simply can’t stomach another evening of cheese squares and chardonnay.

The moniker of thought leadership cannot be bought, it must earned through hard work. The work primarily involved in becoming a thought leader is the sharing of compelling, interesting, and opinion-shifting insights in the marketplace of ideas. Some thought leaders write. Others speak. Most do both.

Thought leaders come in all shapes and sizes—from bombastic, colorful extroverts most comfortable on stage, to the introverts among us who prefer the quiet solitude of a keyboard and a cup of coffee.

Want to Become a Thought Leader? You Need to Build a Platform

Want to Become a Thought Leader? You Need to Build a Platform

Most sophisticated professional services providers, such as lawyers, consultants, and accountants, aspire to be thought of as thought leaders. Thought leaders grab attention. They shape the narrative. Their ideas drive action. And their reputations lead to business opportunities. They’re trusted, admired, and sought after.

The moniker of thought leadership cannot be bought, it must earned through hard work. The work primarily involved in becoming a thought leader is the sharing of compelling, interesting, and opinion-shifting insights in the marketplace of ideas. Some thought leaders write. Others speak. Most do both.

Thought leaders come in all shapes and sizes—from bombastic, colorful extroverts most comfortable on stage, to the introverts among us who prefer the quiet solitude of a keyboard and a cup of coffee.

Build Your Network…But Also Build a “Scene”

Build Your Network…But Also Build a “Scene”

While accepting the Nobel Prize for literature, Ernest Hemingway said, “Writing, at its best, is a lonely life.” But did Hemingway really do his best work in isolation? It depends on how you look at it. Surely he spent considerable time alone behind the typewriter. But away from his manuscripts, Hemingway intentionally immersed himself among peers from whom he drew inspiration.

For example, in the 1920s he moved to Paris to join a scene of expatriate writers and artists, including F. Scott Fitzgerald, who had taken up residence in the Left Bank. Members of this “Lost Generation” hung out at cafes, argued about politics, caroused late into the night on the streets of Paris, and produced some of the greatest works of literature of the 20th century.

The Best Form of Legal Marketing: Building Influence and Authority Online by Demonstrating Thought Leadership

The Best Form of Legal Marketing: Building Influence and Authority Online by Demonstrating Thought Leadership

In his classic book, Influence, psychologist Robert Cialdini identifies “authority” as one of the primary principles of persuasion. From a police officer in uniform, to a doctor in a lab coat, to a professor at a lectern, Cialdini explains that we tend to listen to and respect those who possess the titles and trappings of authority.

But things have changed in the nearly 35 years since Influence was first published. Thanks to the Internet, we now have much more to go on to determine if someone is an expert. For example, 30 years ago a Rolex watch, Brooks Brothers suit, and framed diploma hanging on the wall may have been enough to convince a prospective client that a lawyer was an expert in his or her field. Today, these trappings are far less likely to influence behavior and lead to new business.

Why? Because lawyers rarely have an opportunity to display these symbols of authority in-person unless they’ve already demonstrated expertise online. A prospective client’s first touch-point with a lawyer is not in his office—it’s on Google, on LinkedIn, or on his website bio. A prospective client wants to learn what a lawyer has to say online, and what others have to say about her, before sitting down face-to-face.

Associates, Don’t Let Salary Hikes Become Your Faustian Bargain

Associates, Don’t Let Salary Hikes Become Your Faustian Bargain

In 1978, rock star Alice Cooper appeared in a bizarre episode of “The Muppets” in which he plays the role of agent of the devil. He offers Kermit, Miss Piggy and the other Muppets “fabulous riches and worldwide fame” in exchange for signing a contract relinquishing their souls. (Only Gonzo expresses interest, but he can’t find a pen.)

This “deal with the devil” cultural motif is common in books, movies and TV shows in which temptation is dangled before protagonists, and plot lines explore the human capacity to resist the allure of Faustian bargains.

This summer, a blockbuster drama is playing out across websites and around water coolers in the legal industry. Milbank moved first to raise first-year associate salaries. Cravath upped the ante by surpassing Milbank’s bump and sweetening the pot with increases for senior associates. Simpson Thacher threw special summer bonuses into the mix. Milbank then matched Cravath’s pay scale and announced its own bonuses for associates in good standing.

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.