Posted in Legal Marketing, Two for Tuesdays

2 [More] Mistakes that Are Killing Your Content Marketing

Last week
, we took a look at two mistakes that may be impacting your content marketing, giving up too early and not marketing your content. Continuing with our theme, and thanks to Content Marketing Institute for their inspiration, we’re going to look at another two mistakes today.

Mistake Number One: Your Offerings Have Become Passé

This mistake is really about two things – not producing enough new content, and not thinking outside of the box with your existing content offerings. Both can be problematic.

Not Producing Enough New Content

I am a firm believer in quality over quantity when it comes to content. Yes, I write a lot myself, but that doesn’t mean I advocate it for everyone – it’s just what works for me.

But when you’re producing content, it’s all about “what have you done for me lately?” If you’re not reminding people that you’re out there, and providing them with value, they just won’t think about you at all. It’s as simple as that.

So you may not need to publish a new blog post or produce a new video every week. But you can’t let months go by without offering NEW content of value. And there is SO much that you’re already doing that can be fodder for good content that there’s really no excuse.

  • Sit down and give yourself the writing prompt “I am often asked…” What is it that your clients regularly ask you about the law that you’re always answering for them? Turn that into a blog post or a whitepaper – if a few of your clients are always asking you something, the likelihood is that others who are NOT your clients but are in the industry are wondering the same thing. Why not share your wisdom and expertise with them?
  • When new legislation comes out or cases are decided, do you email some of your clients with the impact that will have on their business? Take the content of those emails and turn it into a general article or blog post that you can use to explain to a generic company in the industry how the same legislation or court decision may impact THEM. It just takes some tweaking and removing of any confidential information to repurpose something you’re already doing.
  • If you’re speaking at conferences on a subject, take your presentations and share them on SlideShare. Turn them into a series of blog posts. Pull out the most salient points and create a short video around them.

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Posted in Conference/Webinar Session Re-caps, Legal Marketing

Lead Nurturing Ecosystems – Moving Legal Marketing from an Art to a Science

cropped-005-lma-ne-2015-conference-email-banner_emailAs I’ve mentioned, the LMA NE conference was full of really meaty, thought-provoking content. One of the excellent sessions I attended was “Lead Nurturing Ecosystems – Moving Legal Marketing from an Art to a Science.”

The panelists for the session were:

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Posted in Roundups

Week of November 16, 2015 on ILNToday – A Roundup!

roundupIt’s hard to believe that there are only six more weeks in 2015. That means things are quite the whirlwind around here at the ILN – I’m busily planning for 2016 and trying to distill all of those ideas into a cohesive document, getting ready for my final business trip of the year, and will be wrapping up the year with some review posts here at Zen too. We’ve got some exciting ideas for next year for Zen too, so stay tuned!

Let’s look at the roundup of top posts from this week on ILNToday!

Posted in Conference/Webinar Session Re-caps

How Baseball is Like Legal Marketing – A Keynote

cropped-005-lma-ne-2015-conference-email-banner_emailDuring the LMA NE conference, one of the sessions I was most looking forward to was the keynote with Adam Grossman, the Senior Vice President/Marketing & Brand Development, Boston Red Sox & Fenway Sports Management. It may seem like a stretch that legal marketing and baseball marketing have anything in common, but if you’re a regular Zen reader, you’ll know that I love looking outside of our industry for inspiration. 

Grossman actually did an excellent job of tying in sports marketing to what we do – typically these speakers will leave it up to us to make the connections (something that we should be easily able to do, by the way), but he spelled it out for us pretty nicely, in an engaging and entertaining presentation that may have almost converted this non-baseball fan.

Grossman’s mentor is Larry Lucchino, himself a “recovering lawyer,” so he has special insight into what it’s like to work in this profession, and that helped frame his comments. He shared with us a few essential tips for marketing that we could all agree were great takeaways. Continue Reading

Posted in Rainmaking Recommendations

Rainmaking Recommendation from Jaimie Field: Is a 76% Chance of Success Worth It?

With only about six weeks left in the year (SIX??) it’s really time to start thinking about your plans for next year. Rainmaking Coach and Trainer, Jaimie Field is always a good resource for talking about this (and walking you through your own process, incidentally), and today’s Rainmaking Recommendation is no exception. Read on for some planning motivation!


For years, I had erroneously been quoting a study that never existed.  I had heard of this research from some of my personal and business development heroes – Tony Robbins, Zig Ziglar, Brian Tracy.  It was even written about in a book by Mark H. McCormack, What They Don’t Teach You at Harvard Business School.

As a person who devours personal and business development literature, I expected these amazing people to teach me.  Turns out, they had been talking about and teaching a study that never existed. Continue Reading

Posted in Two for Tuesdays

2 Mistakes that Are Killing Your Content Marketing

LJIZlzHgQ7WPSh5KVTCB_TypewriterRecently, someone said that “content marketing” is a recent phenomenon in law firms. And I almost fell out of my chair.

Content marketing is NOT new to law firms. In fact, law firms are some of the original content marketers – firms have been producing content for years! What IS new is producing strategy around it, and formulating distribution plans that are measured and further refined based on those measurements. We’re getting more strategic, and it’s that strategy that’s new.

But that doesn’t mean that the road isn’t rife with mistakes – it is. The Content Marketing Institute recently published a book with 13 Content Marketing Mistakes, and highlighted a few in a recent blog post – we’ll be taking the next few weeks to look at these in the context of lawyers and law firms. Continue Reading

Posted in Firm of the Month

Firm of the Month – Lewis Rice, St. Louis, Missouri!

FirmoftheMonth1November/December 2015

The ILN is proud to announce our latest firm of the month, Lewis Rice LLC – St. Louis, Missouri!

With more than 150 lawyers practicing in all of the major legal practice areas, Lewis Rice is a leading regional law firm in the Midwest, serving clients coast-to-coast. Continue Reading

Posted in Conference/Webinar Session Re-caps

What’s Your WOW Factor: Crisis Communications

cropped-005-lma-ne-2015-conference-email-banner_emailDuring last week’s LMA NE conference, we were treated to quite a lot of high level, meaty content. Over the next few weeks, I’ll share recaps of the various sessions here, and I invite you to participate in the discussion!

First up, we have the crisis communications panel that kicked off the conference on the first evening: Crisis Communications: Out of Great Adversity Comes Great Opportunity! From the program description:

In times of despair, crisis communications must be faster than a speeding bullet, stronger than a locomotive, and able to leap all law firm obstructions. Our team of ‘superhero’ panelists are armed with specific pointers on how to best handle crisis communications matters within and outside of a firm. They’ll offer how-to methods and real-life anecdotes for creating a communications plan, as well as ways to use a crisis as an opportunity to strengthen your firm. Details will be provided on how to work through the knee-jerk ‘no comment’ response law firms and lawyers are known for. Panelists will share best practices for damage control and secrets to learning from past mistakes. Arm yourself and be ready to swing into action!”

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Posted in Roundups

Week of November 10, 2015 on ILNToday – A Roundup!

roundupAs I mentioned yesterday, I’m attending the Legal Marketing Association’s New England Chapter’s Annual Conference, which is built around the theme “What is your WOW Factor?” I’ll agree that so far, I’ve definitely been wow-ed by the level of content delivered here. So many smart people talking about interesting issues, and I hope to share some recaps over the next few weeks (in addition to some of the conversations we had during our conference in Puerto Rico!).

But first, let’s look at the top posts from this week on ILNToday!  Continue Reading

Posted in Legal Marketing, Social Media

Emoji Marketing: Are We Speaking the Same Language?

Apple-Emoji-KeyboardI’m (hopefully) rounding up a rather intense fall full of travel, with a trip to Boston for the Legal Marketing Association’s Northeast Conference, where I’m speaking on Content Marketing (my favorite subject!). We had two guest posts last week, and you’re lucky to be getting a republished post this week. This article originally appeared on Sprout Social‘s blog.  They are talking about something that’s a little out of our comfort zone here in legal – emoji marketing. Molly Porter of Seyfarth Shaw spoke about this at the LMA Technology Conference recently, so it’s not altogether foreign in legal, and worth paying attention to.  See how Sprout Social talks about other companies using emoji marketing as well!

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