Last week, we talked about content as a means for building relationships, while some of our more traditional methods for relationship-building are on hold. “But HOW do I do that?” you may ask?

Lawyers and law firms often think of content marketing as a solo activity. While you may have a strategy that is firm or practice-wide, in general, you’re thinking of the producers of the content for that strategy as individuals.
Continue Reading Two Ways to Use Your Content to Build Relationships

It’s week ten of lockdown in my state, and while there are some places that are entering a phased reopening, some countries have extended their border lockdowns and many of the firms I have talked to are planning to continue remote working for a while because it has proven so effective. As a result, we all continue to have to find new ways to network, build relationships, and yes, even in some cases, develop business.

I think we can all agree that at the moment, the only thing we should all be doing is finding ways to relentlessly deliver value, and if business comes from that, then great. One of the ways we can do that is through content. We’ve already covered the two biggest problems with legal content as well as how to really deliver exceptional content, so today, I’d like us to think more about how you can make your content about building relationships. It can often seem like it’s a one-way conversation – you write or say something, push it out into the world, and that’s it; your content lives there and does its thing, and hopefully it brings in some business for you. But what if you used it more strategically than that, particularly in this moment when it’s harder to have in-person relationships?
Continue Reading In the Age of COVID-19, Make Your Content About Building Relationships

As I mentioned last week, it may not seem like the most important time to be digging into discussing content. But since many of us are publishing SO much of it right now, we want to make sure we’re doing it in a way that’s adding value and not detracting from it. Recently, I came across the “one content marketing question” that we should all be asking ourselves, and it really brought me up short. A reminder, when we talk about “content marketing,” we’re using that to encompass the universe of articles, blog posts, conference presentations, webinars, podcasts, informational videos, etc. – essentially all substantive content that is and can be shared with others.

These days, I think it’s safe to say that we’re pretty much all producing content. So what’s the one question we should all be asking ourselves?

Would anyone miss your content if you did not publish it?


Continue Reading Become the Beyonce of Legal Content with These Three Tips

People have remarked that the word “unprecedented” is certainly having a moment right now. I think that’s something we can all agree on. And one of the things that is truly unprecedented is the sheer amount of content coming out of law firms. While firms have long been known for producing a variety of client alerts, articles, blog posts, and more, the amount of information that is pouring forth from legal minds around the world is quite a torrent.

We’ve already talked about it in recent weeks here on Zen, and it has me looking back to some of our previous discussions around content marketing, and its best practices. That may seem a bit superficial at a time that is a dire as this one is, but we’re going to delve into some content conversations over the next few weeks and I’ll tell you why I think they’re essential for firms at the moment:

  • Number one on every lawyer’s list right now is being their clients’ trusted business advisor. And if it isn’t, it should be. My saying that here isn’t news to anyone, and the engagement with each of your clients to best serve their current needs will be very individual.
  • As all of the chaos surrounding the initial lockdowns begins to settle and we either continue to remain remote, or we return to limited work, there will continue to be some slowdowns. Firms are expecting this. We know we can’t engage in the previous ways that we used to for knowledge sharing, like networking events, seminars, client lunches and dinners. But we can improve our content marketing and use it to stand out among the noise.
  • “Content marketing” isn’t a dirty word. When used well and effectively, it’s a targeted, smart method of adding value in a way that reduces the burden on lawyers while expanding their profiles and allows for relationship-building opportunities. Currently, those opportunities will remain virtual, but they still exist!


Continue Reading Fixing the Two Biggest Problems with Legal Content Writers Amid COVID-19

Now that it’s 2020, I think (read: I hope) that we’ve all come to the conclusion that it’s important to develop a strong plan that identifies the goals that we have for business development, and the tactics and strategies that we’ll use to develop those goals, right? I have a sneaking suspicion that there are still a few people out there who are throwing various ideas up at the wall with the hope that some of them stick, and this is the year to stop doing that. Really, I mean it.

In my post today, I’m going to talk a lot about content marketing, and yes, I know I’m using both the dreaded words “content” and “marketing” together, but stick with me, because we’re also going to look at how these tips impact the message that you’re sending out regardless of the activities that you’re pursuing. Why is that? Because no matter what you do, you’re offering a message about yourself. Talking to someone in line for coffee about how you help clients? I hate to tell you, but you’re marketing yourself (and by the way, that’s a good thing). 
Continue Reading Lawyers: Stop with the Noise & Promote Yourself Specifically & Thoughtfully with these Two Tips

Among my most popular posts last year were those dedicated to talking about LinkedIn, which tells me that it continues to be the tool that resonates most in the legal industry. I know that it’s in part because it’s become such a robust and useful platform, but I also suspect that it’s in part because some of us are still hoping that there’s a silver bullet out there when it comes to networking and relationship building. I hate to tell you – there isn’t. Even when you’re using social media, which can supersize your efforts, you still need to have goals, develop a plan, and invest time and effort in order for it to pay off for you. 
Continue Reading 5 Quick Tips to Leverage Your Use of LinkedIn in the New Year

It’s the last month of the year, and I can feel your motivation for business development flagging. It’s okay, you’re not alone.

So how can you motivate yourself (or others) to finish out the year strong, and get some business development in? 
Continue Reading MISSING: Business Development Motivation. 4 Tips to Find it this December!

It’s easy to think that the hard part of networking is the event itself, and if we can navigate that successfully, we’ve done our jobs well and the work will come in. But a big part of successful relationship development is continuity, and that means following up AFTER an event to ensure that you don’t drop off the other person’s radar. Particularly at this time of year, it’s easy to become very busy and distracted (both you and your prospects!) and no longer be top of mind with someone that you really may want to be better connected to.

So what should you do after a networking event? FOLLOW UP!
Continue Reading Three Easy Ways to Follow Up After a Networking Event

Daily, we interact with lots of people – this happens in person, at our offices, in the coffee shop, at our kids’ sporting events or art classes. It happens online, through our group chats, text messages with friends, Facebook shares, LinkedIn comments, etc. We interact so much and so frequently, that we’ve reached a real saturation point with these interactions, and even with our professional messages, we can see a lack of care that a lot of us are giving to the details over the tools and the shiny new thing. Instead, we’re just blindly producing more and more and more and more, adding more noise (as Adrian Lurssen would say). 

If you’re sure that YOU are producing things of value, and not just more noise, ask someone in your circle if they can remember the last thing you shared on LinkedIn, or the last article you wrote. If they can’t, chances are, you’re not producing anything memorable. You’re not creating connection in your relationships. 
Continue Reading Building Relationships: Connection Through Storytelling

Content marketing can feel like the opportunity to be the author or podcaster or speaker that you’ve always wanted to be.

But when done strategically, it’s about building relationships with clients and potential clients, and providing additional value to them that will make you top of mind when they have a matter that requires your expertise. When you bear that in mind as an end goal, it’s a reminder that you can’t simply put out content – you need to build an audience. 
Continue Reading Putting the Cart Before the Horse: Why Building an Audience is Key for Successful Content Marketing