Content Marketing for Law Firms: Quality Content Means Stronger SEO

Something interesting and easy to read for the holiday weekend…

An infographic from content marketing firm Brafton News illustrates how high-quality, search-friendly content achieves SEO by organically populating sites with keywords and valuable information — both of which are important to search success.

Brafton's Infographic: Why Content for SEO?

Social Media for Law Firms: Free HubSpot Report Offers Trove of Valuable Marketing Data

The best things in social media research are (frequently) free.

That’s certainly the case with HubSpot’s new report ” The 2012 State of Inbound Marketing.” Highlights include:

  • Survey results of 970+ professionals reporting on their company’s marketing strategy and results
  • How to drive more leads at a lower cost for your business
  • Why social media and blogs are the most rapidly expanding marketing channels
  • What to expect from the future of inbound marketing
As an added bonus, on March 1 HubSpot CMO Mike Volpe will be headlining a live webinar to go over the report’s key findings — also FREE.

Or you can shell out $500 for the new report from ALM Legal Intelligence that quizzed 180 law firms, providing anecdotal support for what we already know about social media marketing at law firms.

Legal Research: Tips on How to Get More Out of Google Scholar

Google has made search so mind-bogglingly simple that is seems you can type any vague set of words into the search field and find exactly what you want. But if you need to hone legal research on Google Scholar to an even finer edge, the following infographic from HackCollege.com illustrates how to structure a Google query to yield even more refined results.

 

Endeavor to Be Useful: Legal Marketing Tips 02.24.12

A digest of social media “how-to” advice and tips for legal marketing.

Content Marketing for Lawyers: A Timeline of Selling Through Storytelling

The long history and distinguished heritage of content marketing is laid out in this informative and entertaining infographic from the Content Marketing Institute. As a current subscriber of the genius LEGO Club Jr., I was particularly interested to see reference to its forebear.

In case Joe Pulizzi comes across this shout out, one milestone I would like to see in a future iteration is the first “whitepaper” used for marketing purposes.


 History of Content Marketing Infographic

Like this infographic? Get more
content marketing
information from the
Content Marketing Institute.

Content Marketing for Lawyers: 22 Simple Techniques to Beat Writer’s Block [Infographic]

Not every blog post can be a magnum opus, particularly with the brisk throughput requirements of content marketing.

Practicing what they preach (see tip #22), the Copyblogger team have created an infographic that reminds us how interesting and useful content can arise from simple, repeatable techniques. My personal favorite is #4 — the interview — because it makes for great posts and great networking.

What do you do to conquer blogger’s block?

 

22 Ways to Create Compelling Content - Infographic
Like this infographic? Get more content marketing tips from Copyblogger.

Content Curation for Law Firms: One E-mail a Week Could Transform Your Social Media Training

Before you launched your firm’s social media platforms — blog, LinkedIn, Twitter — you made sure to conduct a training session for the attorneys and staff you’d being relying on to create content and engage in conversations. You might have even brought in an outside speaker to reinforce and expand on your guidance.

A few months later, the early enthusiasm has died off. Authors are struggling with ideas for their next blog post, LinkedIn profiles are complete but networking on the site is dormant, and Twitter just doesn’t make sense to anyone.

So what’s the next step? More training? And how much training will be required going forward?

Maintenance Mode

If reality TV weight loss programs have taught us nothing else, the gains achieved during a period of intensive training can quickly reverse without consistent ongoing support, encouragement and self-help resources. As a hedge against backsliding and “yo-yo” social media participation between training sessions, try a simple content curation technique that reminds, encourages and enables your team: a weekly digest of links to “how to” posts and videos.

  • DIY curation — A robust RSS feed is a curator’s best friend, providing a continual stream of fresh ideas from your favorite content creators. Its downside, of course, is continual vigilance. That RSS mailbox can fill up quickly, and it takes time to sift the wheat from the chaff.
  • Curating the curators — Why add to your workload when plenty of people are already curating the best “how to” tips for you — for free. Just subscribe to a few sites that regularly post lists of links to useful and interesting posts. “Fetching Friday” is a weekly feature on kikolani.com comprised of links to noteworthy posts from around the interwebs on blogging, business, SEO and social media . My own twice-weekly “Endeavor to Be Useful” feature takes a similar approach, but focuses more on law firm marketing. Also worth following is the LexisNexis Best Practices in Lawyer Blogs weekly e-newsletter.
What are your favorite sites for content curation and “how-to” tips?

 

 

 

Endeavor to Be Useful: Legal Marketing Tips 02.17.12

A digest of social media “how-to” advice and tips for legal marketing.

Endeavor to Be Useful: Legal Marketing Tips 02.15.12

A digest of social media “how-to” advice and tips for legal marketing.

Law Students: 3 Reasons Why Journalism and Social Media Are Lousy “Safety” Careers

It’s too late for some grads, but it’s finally dawning on current law school students that there might not be a job as a lawyer for them when they finish.

Pragmatic law students are keeping their eyes on the prize (a career in law), but also identifying alternative career paths where their training will be valued and utilized. Despite what law school placement offices, purveyors of hosted blogging services for lawyers, and the publication that runs the law school ranking cartel say, pursuing a career in journalism or social media after law school would be like doubling down on a bet in order to win back half your money.

  1. Going from bad to worse: There are fewer salaried journalism jobs than there are salaried law jobs, and journalism’s numbers are declining faster. The few remaining journalism jobs are likely to be in niche segments where a legal background is not an advantage.
  2. Stiff competition: An interest in writing, and some desultory blogging and tweeting will not be enough to get you interviewed, let alone get a job. Even graduating journalism and public relations undergrads will have more direct experience with basic skills like writing for daily deadlines, knowledge of website development (HTML, XML, CSS) and social media monitoring platforms like Radian6. You’ll also be competing with unemployed/underemployed mid- and senior-level practitioners who will have even more experience and insights.
  3. Adjust your salary expectations downward: As the infographic below illustrates, salaries for entry-level social media jobs (without relevant work experience you’ll likely only be considered for those) don’t pay well, and salaries don’t ramp up into even the low six figures for several years (and that’s if you’re lucky). With undergrad AND law school debt to service, you might not be able to afford to chase your back-up dream.


One Bright Spot

As content marketing picks up speed in legal marketing, the demand for legal content — and therefore ghostwriters/paid contributors — is growing. Judging by what I’ve heard from former lawyers who are now full-time legal website copywriters, they get to do what they love for better pay than toughing it out as a solo.