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Law Firm Content Marketing

Secrets of Online Legal Marketing: The Basics

If your law firm has ever tinkered with online marketing, whether it’s advertising, search optimization, social media or email marketing, you may have decided: “This can’t work for my practice.” Sometimes that’s the right call. Sometimes it ...

Andrew Cabasso - July 5, 2018
Content Marketing Tips for Lawyers
Turning “What I Did on My Summer Vacation” Into Usable Content

In deference to the time-honored struggle of what to write about, I herewith present how to get great content from the much-trodden trope of “What I Did on My Summer Vacation.” Write yours now, so that when school starts in late August or early ...

Susan Kostal - July 2, 2018
Content Marketing Tips for Lawyers
Create Breakout Bespoke Content That Builds Brands

The mother lode of content creation is unique content that can be branded as solely belonging to the lawyer or firm. This can be produced and updated quarterly, annually or as news and events require. It establishes the publisher as an authority ...

Susan Kostal - June 4, 2018
Content Marketing Tips for Lawyers
Building Endurance Into Your Content Strategy

Producing content that serves readers and the business objectives of the publisher — in this case, your law practice — is the No. 1 goal of a content strategy. Building an effective body of content requires consistent outreach. If you’ve been at ...

Susan Kostal - May 1, 2018
Content Marketing Tips for Lawyers
Awards Season: Building a Body of Work for “Best of” Lists

When awards season and Chambers nominations roll around, some firms find themselves scrambling to cobble together nomination applications. It’s understandable. I’ve been on both sides: crafting nominations, judging entries and writing copy about ...

Susan Kostal - April 2, 2018
Content Marketing Tips for Lawyers
What to Write: A Year of Publishing Strategically

Welcome back to our "Year of Publishing Strategically." Having covered a variety of writing tips and tactics in this column, this year we are exploring the ins and outs of content strategy. Put another way, we are all about getting your content ...

Susan Kostal - March 5, 2018
Google Trends for Lawyers
Five Ways Lawyers Can Use Google Trends

If you can't afford a marketing agency or a full-time SEO professional, Google Trends can give you valuable insights into search trends — and generate ideas for your website, blog and social media content. While it’s not the best tool for ...

Julie Howell - February 2, 2018
Content Marketing Tips for Lawyers
Content Strategy: What It Is and What It Isn’t

One fact that's always acknowledged in this column is that good content requires effort. It requires yours (which equals time and money) or someone else’s (which equals less time but more money). When speaking, I’ve railed against random acts of ...

Susan Kostal - February 1, 2018
value brand
Provide More Value to Build Your Personal Brand

Ever wonder why some writers get all the attention online? Their posts get shared, their personal brands grow, their email lists swell, and their fortunes rise as their content receives an outsized share of eyeballs. It’s easy to dismiss ...

Jay Harrington - January 22, 2018
Client-Driven Content Is the Year’s Breakout Hit

Too often, “client-focused” content translates as “let me tell you what you need, ” followed by “please don’t interrupt, I’m still talking.” One of the most exciting trends in law firm content is client-driven content — that is, stories about ...

Susan Kostal - January 2, 2018
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