Endeavor to Be Useful: Legal Marketing Tips 01.06.12

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

Content Marketing for Lawyers: Think Outside the Blog

There is a large and expanding universe of legal bloggers clamoring for “thought leadership” status. And it doesn’t matter how jam-packed your blog is with niche-tuned, well-placed keywords and expertly turned meta descriptions. It likely will take at least two or three years to achieve the level of awareness and site traffic needed to support a reliable stream of speaking opportunities, journalist inquires and leads (assuming that’s why you’re blogging).

If you’re not satisfied with grinding out blog posts and patiently waiting for an uncertain payoff a few years along, then start thinking outside your own blog, and merchandising more types of  content than your blog posts.

  1. Create an inventory of content that’s useful, but can’t be easily repurposed for your blog — Lawyers are in the business of creating content — think pleadings. While not suitable for your blog, public record court filings can be of great interest and value to other lawyers and potential clients seeking specific experience and expertise. The same can be said of content types, like journal articles, newsletter stories and CLE presentations that can’t run “as is” on your blog.
  2. Invest in content distribution services — I recently tweeted a link to a friend’s SlideShare presentation, to which he replied “I wish I had as much traffic on my blog as I do on this presentation.” Speaks volumes, doesn’t it? Content hosting and distribution services like JD Supra and SlideShare enable you to open an online storefront for your full content inventory. These platforms are purpose-built to generate visibility and ubiquity for your content that you’re highly unlikely to create through blog SEO alone. Leveraging all your content in this way increases the probability of your content being discovered, and that discovery will drive traffic to your blog and/or website.
  3. Cultivate guest contributor opportunities beyond legal blogs —  Google’s new search algorithm favors quality and frequency, so blogs in crowded and highly competitive segments like “mommy blogs” and small business services are actively recruiting guest contributions from subject matter experts.
What tactics do you rely on in your content marketing strategy?

How To Promote Your Blog Using Slideshare

Wolfe Law Group Uses Social Media to Walk the Talk of Passionate Client Focus

I love a good case study, particularly when it demonstrates the integration of strategy and tactics. A tweet this morning by Scott Wolfe Jr. alerted me to an excellent one.

Let’s start with the tweet itself:

“New Blog Post: Celebrating Our 5th Year Blogging – Simplified Look and Free Construction Resources http://bit.ly/aqySsO

  1. It’s good practice to alert your Twitter followers to new content on your blog.
  2. Five years blogging is pioneering, even for tech blogs. For a law blog it borders on visionary — and as the saying goes, it ain’t braggin’ if it’s true.
  3. The message telegraphs tangible end-user benefits.

Of course I clicked through. They had me at “simplified” and “free.”

The post outlining the key improvements to the Construction Law Monitor was refreshingly clear and concise, and powerfully reinforced the firm’s unique value proposition:

“Our firm is fanatically focused on two things: construction & you. We center our practice
on serving those in the construction industry, and unlike representation you might have
encountered in the past, Wolfe Law Group is concerned about results, because we’re
concerned about you.”

Nice words, but how does that translate into action? Through a sophisticated, well-executed integrated social media strategy. Not just their own blogs — they have eight — but also through tools like a free comprehensive database of construction law blogs across the world, free legal guides on Avvo, free forms and documents on JD Supra and free presentations on SlideShare.

If you are new to social media, this is how it’s done well. Major consumer brands could take a few lessons.