This Two for Tuesdays finds me in Budapest! I am visiting with one of our member firms to meet their partners and have some one-on-one time to discuss the ILN and how they can make the most of their membership.  

Lucky for you, I set up my blog posts for this week prior to flying out of town.  For today’s Two for Tuesdays, I’m focused on content marketing – we know what it is and why we should be doing it (if you don’t, please see me after class).  But what are some ideas for what we can do for content marketing? 

Since this month has been focused on the idea of "refreshing" our marketing, today, I’m bringing you two tips for refreshing new ways to do content marketing! 

Thanks to Drew Hubbard on iMedia Connection, we have this brilliant list of suggestions to draw from. I’m going to take two of his ideas and look at how we in the legal industry can use them. 

Tip One: Create a Top Ten List

Finding a balance between being "fresh" with your content and being professional can be a difficult tightrope for lawyers and law firms, and lists are a great way to do that.  People love lists, and creating them is a fairly simple and quick way to create content. 

Obviously, lists do quite well on blogs, but you can also use them in presentations, client alerts, articles, etc. The idea here is to take five to ten things about some part of your practice, and share them in a way that is relatable for your audience.  

Some examples of legal lists are: 

As you can see from this list, there are a variety of practice areas represented, and range in number from three to ten items in each.  Take a look at what you might consider the top three-five questions you get from your clients regularly (that you can answer in a general sort of way, not in a client-specific way) and write up a quick list to share. 

Then, take these lists and use them everywhere – post them to your blog, use them in your next presentation (or presentation proposal), send out a client alert, etc. It won’t take you long to put them together, they will be easily readable for your audiences, and you’ll get a lot of bang for your buck. 

Tip Two: Think Outside of the Box

One of my most favorite lines from my early legal marketing days was when I heard someone say that lawyers want to be first to be second – and it’s my favorite because it’s proven true again and again. The things that make lawyers excellent at their profession, such as caution, can often hinder great marketing and business development.  

But this week, you’re going to think outside the box and create some content that will make you memorable and be easily shared. For that, we’re going to consider two of the ideas from the above referenced post. 

Idea One: Brand a Meme

Don’t panic if you don’t know what a "meme" is (and for the record, it’s pronounced "meem").  Hubbard tells us: 

‘Meme’ has become almost synonymous with ‘image macro.’ But since image macros are frequently the most popular types of memes, we’ll use them interchangeably here, if that’s OK with you. For clarification, Wikipedia says that an image macro is ‘is an image superimposed with text for humorous effect,’ which is what I’m talking about here. Popular memes include ‘Keep calm and carry on,’ ‘Not sure if Fry,’ and ‘Scumbag Steve.’ But there are thousands, and a few of them are even funny. Spend an hour on http://knowyourmeme.com/ or http://www.reddit.com/r/memes, and you’ll be up to speed."

I know what you’re thinking – that we start to skirt dangerously close to the line between "professional" and "funny" here.  Yes, it’s possible to start to stray over that line, but I have faith in all of you that you know where it is, and how to navigate it professionally and with creativity. 

Give it some thought – how can you adapt one of the memes you’ve seen to fit your practice area? How about "Keep calm and litigate on?" or "The litigation team at x law firm says ‘Come at me, bro!’" It’s possible to be clever and deliver your message, without being questionable or offensive. Come up with your meme idea, buy some images to use, and get to editing – it will be funny, memorable, and easily shareable. Just make sure you link it to yourself and your firm for the most impact. 

Idea Two: Behind the Scenes Vine

If you’re not sure what a vine is, it’s a six-second video created using an app called "vine." You can use Vine, or Instagram, or even YouTube to put together a short video of interest. Keeping it short ensures that you’ll get and keep someone’s attention. 

And you can break out of the mold of informational videos – these are good, and can be extremely useful, so I’m not suggesting you stop doing them.  But add in some short videos to your mix.  Do as Hubbard suggests, and create a "behind the scenes" look – perhaps you offer a snapshot of what your office looks like as you’re working, or everyone busy in the conference room during a meeting. get even further behind the scenes with some of the fun office stuff that happens – record a snippet of "ice cream Wednesdays" or that time a very serious partner wore a crazy bowtie to the office. 

Not only is it interesting to people, and something they will share, but it offers a fun, relatable look at you and your firm that will build loyalty – that loyalty is important, because it translates to people being more interested and likely to engage with and share the next piece of content you produce. 

As you work on making these suggestions a reality, please share them in the comments (especially your memes – I love a good meme). 

 

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.