By giving away your best ideas for free in the marketplace of ideas, you’ll build an audience of engaged and loyal followers. When your followers have an acute need for a legal solution of the variety you provide, there’s a strong likelihood they’ll turn to you for the answer.
When fishing for clients, there are those who frantically cast about in the hope of catching whoever is biting. On the other end of the pier are those who approach their task with clear intention, equip themselves with the right tools for the job, and dial in on a strategy that’s guided by experience. They’re not interested in quantity or variety. Rather, they’re looking for something very particular that will feed them and others in their firms.
Creating consistent, high-quality content is essential to the success of your law firm’s marketing efforts. The best way to get your ideas and insights in front of your audience is through law firm content marketing. By sharing and promoting your best ideas, your law firm will gain trust and build influence with prospects.
Most law firms invest significant resources into associate training. But is it working? If your law firm conducts training for associates, do you have mechanisms in place to measure success? Those are questions that only a law firm, its associate trainees, and, I suppose, clients who ultimately use the associates can answer, but in my experiences working as an attorney—and now a trainer and coach—many training programs lack the strategic planning and rigor necessary to achieve high-impact growth and sustainability.
Marketing legal services means waging a war for attention. Even if you have something important and interesting to share, the odds are that very few people will read, see, or hear it. Every day, more than 100 billion emails are sent, 3 million blog posts are published, and 500 million Tweets are posted. With all this noise, how can you possibly break through? The answer, put simply, is Visual Storytelling. Creating visual content that tells a story and focuses on what matters to clients is the key to standing out.
We are happy to announce the launch of the 2019 Law Firm Content Marketing Survey. If you are a lawyer or law firm marketer we’d really appreciate you spending just a few minutes answering (anonymously) the 14-question survey below. Your responses will help us to compile a report, to be released in March, that will establish statistics, benchmarks, and trends in law firm content marketing.
If you don’t have the time or resources to invest in transforming your own website or blog into a high traffic, authoritative platform, then use someone else’s to share your ideas and insights with a wider audience. Creating and publishing content on sites that your target audience (and Google) already knows, likes and trusts is one of the best ways to attract attention, build your reputation as a thought leader, drive high quality traffic back to your own platform, and increase the domain authority of your website.
To do law firm content marketing well, a comprehensive strategy, which incorporates written content, guest-posting, visual storytelling, PR, distribution, and in-depth analytics is required. To stand out, your law firm must produce and market content that is high quality, strategic, and valuable to a defined audience.