Content Marketing

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photo-1459184070881-58235578f004These days, everyone is talking about video – whether you’re livestreaming or pre-recording, it’s something the legal industry can no longer ignore. And those law firms doing it well are ahead of the curve, and getting attention! So I didn’t want to miss the LMA’s session on “Video Isn’t Just for Hollywood,” with Lane Powell’s Jennifer Castleberry, ReelLawyers’ Bill White, and Sutherland’s Stephen DiGennaro.

The session description said:

Video isn’t just for Hollywood anymore. Let’s take a look at innovative and successful ways to incorporate video into law firm websites. Serving up what your user wants — and not what you want — is critical. Our panelists will talk strategy including what has worked and what hasn’t. You will walk away wanting to incorporate video into your website or wanting to change how you’re approaching this content medium which will become main stream for law firms in the next three years.”

For this content-loving legal marketer, that description focuses on the same theme that we’re always talking about here at Zen: the audience. So whether your content is the written word or the spoken one, you’ve still got to know who your audience is, and what they want. 
Continue Reading Video Isn’t Just for Hollywood…It’s for Lawyers Too!

photo-1457369804613-52c61a468e7dThe saying goes “If a tree falls in the woods, and no one is around to hear it, does it make a sound?”

If you’re writing or producing content, it should be “If you write an article [blog post, tweet, produce a video, etc.] and no one reads it, does it matter?”

The short answer is no.

For me, content is very much tied up with content audiences – if you’re taking the time to write or create something to add value and promote your message, then it should matter to and reach your audiences, right?

How can you make that happen?
Continue Reading Two Ways to Make Your Content Relevant to Your Audience

PhotoOne of the greatest criticisms you hear for legal content is that it’s lacking in personality. Lawyers have the talent and the intelligence to communicate their valuable legal expertise, but often, their passion for the subject doesn’t translate well for someone who’d prefer that they “give it to them straight” instead of filling an article, post, or video with legalese.

But what does that mean – “add personality” to your content? And how do you do it?

The Content Marketing Institute’s Sarah Rickerd authored a great post this week with 10 Tips to Pack More Personality into Your Content, and two of them really stuck out for me. Before we touch on them, I know your first question is going to be “why bother?” The reason is simple, and Sarah addresses it early on – it’s about engagement.

We’ve talked before about how short our attention spans are today – ideally, the right audience would see your post, realize how important your message is for them, and hang on every word. But the reality is that we’re all busy people, and unless we’re engaged in what we’re reading, we’re going to move on to the next thing in seconds. Your audience may save your content for another day, when they have “more time,” or with the greatest of intentions of reading or viewing it, or they may never pay attention to it at all.
Continue Reading Two Tips to Add Personality to Your Content

Run1If you’ve been spending any time with me lately, you know that I’ve been running. A lot.

I’m training for my first half marathon, which is in two and a half weeks, and yes, I’m nervous about it. I’ve never run that far (“that far” being 13.1 miles if you’re not familiar with the half marathon distance). I’ve done several 5ks, and one rather dubious 10k in the rain, where I ended up walking a lot due to a lack of training, but this time, I’m serious.

I’ve been serious about my training, my rest time, my nutrition, the whole kit and kaboodle. 
Continue Reading Two Ways Content Marketing is Like Running

Today, I’m bringing you a reprint of my friend, Lance Godard‘s latest blog post on 3 reasons every lawyer should study JD Supra’s Readers’ Choice Awards. The awards came out earlier this week, and while you may be inclined to dismiss them automatically as something only to celebrate for those who were honored, you’d be wrong. There are actually a number of important reasons you should be focused on the information revealed in these awards, and Lance is here to tell us why.

***

[Guest perspective by Lance Godard, Client Relations Manager in the Ohio offices of employment law firm Fisher & Phillips.]

JD Supra just published their inaugural Readers’ Choice awards, featuring top authors and top content across 26 categories in 2015. The accompanying report provides critical insight into who’s reading what – and in which industry – that every lawyer should know. Some observations:

Clients Read What They Need To Know

First, the awards make clear that the “secret” of leading authors on JD Supra is to give the people what they want. These authors are writing about the issues relevant to the companies they want to reach. That may seem self-evident, but it’s not. Because it means you have to step away from your perspective as advisor, as someone who knows what her clients SHOULD be worrying about, and step into the shoes of those clients trying to understand a hundred different and diverse legal issues all at once. Of course you can (and should) write about issues you think your potential clients need to know. But if you’re not analyzing the developments they think are important, you’re not going to gain the credibility that will lead them to take your word for it.

…step away from your perspective as advisor, as someone who knows what her clients SHOULD be worrying about, and step into the shoes of those clients trying to understand a hundred different and diverse legal issues all at once.

Continue Reading 3 Reasons Why Every Lawyer Should Study JD Supra’s Readers’ Choice Awards

business people in a series with a casual guy doing the headstand

Last week, I was speaking with one of my lawyers about content marketing and social media, and he wanted to know whether “all this blogging and social media stuff” really brings in work for lawyers. It’s a question I get a lot from my lawyers, and one that ties in nicely with an article I was just reading this afternoon, so I thought I’d share my answer with you here as well.

While there are those one-off stories that you hear, when the timing is just right that a lawyer blogs about a topic and an in-house counsel is looking for an expert in that area at the same time, and they find each other and a matter is secured, that’s certainly not the norm. I’ve never suggested to my lawyers that they engage in social media because it’s going to directly lead to more work coming in. What I do tell them is that it enhances their existing word-of-mouth reputation. When I was speaking with my lawyer last week, I said to him what’s much more likely to happen is that a potential client will be looking for a referral, and someone that they know, like, and trust will give them a name.

As we all do these days, the potential client will then Google that lawyer. When they do so, if what comes up is a series of well-written, thoughtful blog posts on the subject matter that the potential client is interested in, a robust LinkedIn profile that showcases the lawyer’s expertise in the area, and a Twitter feed that shows that they engage with thought leaders in the industry and share relevant content (both their own and others) that puts them on the cutting edge, then the potential client will feel more confident and comfortable in giving the work to that lawyer. It’s human nature – we want to have our choices confirmed so that there’s as little risk as possible in making them. 
Continue Reading Two Ways Content Marketing Can Advance Your Professional Brand

photo-1452690700222-8a2a1a109f4cRemember the good old days when we just did a bunch of things and didn’t have specialized terms for them? Yep, these aren’t them.

“Social media marketing” came about when social media platforms were introduced and we learned how to use online technology to build relationships that we’d previously been building offline (that’s tremendously simplified, but you get the idea). Then “content marketing” came along to describe what many law firms had been doing for years – writing about the law and its impact on their clients, and then sharing it with them. As a term, content marketing is broader than that, but in terms of the legal industry, that’s pretty much the short version.

As we worked through the introduction of the terms, we separated people into two camps: the “broadcasters” and the “engagers.” The “broadcasters” treated social media and content marketing as a means to spread their message around, but without the end goal of developing community with anyone. This isn’t a bad thing, it’s just a different valuation – some of the goals that firms/lawyers who embrace this philosophy might be pursuing are reputation enhancement, being considered a thought leader on a particular subject, etc. Many firms/lawyers have been successful, and even built a large following this way, and spend little or no time engaging with their audience.
Continue Reading Two Ways to Translate Content Marketing into Relationship Marketing

photo-1433170897235-615700336230Of all the social media platforms out there, I’d venture to say that LinkedIn is the one that lawyers are most comfortable using. It has a reputation for being the most professional, and as a result, it’s had the widest adoption within the industry. In recent years, LinkedIn has really expanded their offerings, and provided a robust, deep platform that allows us to engage in new ways, all which make it an even more valuable platform than it was at the beginning.

Like any social platform (or any tool, really), LinkedIn is what you make of it – you can treat it as a place to broadcast from, and as long as you have something valuable to say, you may find that many people are listening to you. But if you want to use it as a business development tool, then you need to get serious about the steps that you take to leverage its features. I read a great article today over on Inc which talked about three ways to use LinkedIn to attract your ideal customer. Since “sales” is a dirty word for lawyers, we’re instead going to talk about using LinkedIn for business/relationship development (which, by the way, is really the same thing, but said in a more palatable way).

Since it’s our Two for Tuesday day, we’ll just presume that you already have a robust LinkedIn profile. I promise that at some point this year, I will update my LinkedIn for Lawyers book, which is a step-by-step process for setting up a profile, but for the moment, let’s set aside that tip and focus on the other two that Inc author, Bill Carmody, suggests. 
Continue Reading Two Ways to Use LinkedIn to Attract Your Ideal Client

LGHS
Working on a project in our high school cafeteria.

After eighteen years, tomorrow marks the first time I’m going back to high school.

Sure, I was in the gym for my sisters’ graduations, but other than that I haven’t actually been back in the building since the day I graduated and headed out into the world, a fresh-faced eighteen-year-old, excited for the next phase in my life. A friend of mine who is now a guidance counselor at the school asked me to sit on a panel of graduates to talk about my life since graduation, and how attending IHA (Immaculate Heart Academy) prepared me for college and the workforce.  We’re speaking to a group of sophomores who are in a special program because of their top scores on the high school entrance exams, and although we’ve each been given five minutes to cram our entire post-graduate lives into a snapshot, all I keep thinking about is “What do I really want to communicate to these girls?”

This is an institution, in an area of the country, where the pressure is on – it’s quite acceptable for the girls to strive for excellence at great sacrifice to their happiness and mental health. Academic rigor is prized – by the school, by the girls, by their families; and add to that the addition of being well-prepped for college by being involved in sports, extracurriculars, and going above and beyond in every way imaginable. I’m not trying to put down the school – IHA was a rigorous foundation for me – the focus on writing and critical thinking meant that by the time I got to college, I had the basic skills so ingrained in me that I was able to focus on what I was really there to do – learn. I was fortunate to have some amazing teachers at IHA from Mr. McLoughlin to Ms. Fritsche to Ms. McDonough to Mrs. Sandt and more, who all cared about challenging me every day to be my best self. They gave me the building blocks upon which the foundation of my education was built, which allowed me the confidence to pursue my interests (rather than strictly the requirements) in college. And as much as I didn’t think of myself as a writer when I started at IHA, the emphasis on writing as a skill has been invaluable to me – first in college, where we also had a strong commitment to writing, and subsequently as a professional, where I write on a daily basis.
Continue Reading Stay Open & Enjoy the Moments: How High School Lessons Apply to Lawyers

photo-1417024321782-1375735f8987It’s not always easy to find content inspiration.

We’ve talked about a few different ways you can stay up to date on the hot topics of the day, and find inspiration for your next post, but some days, it will be a struggle and you know that you need to find something to get your creative juices flowing. Earlier today, I was reading a piece on 5 Unexpected Places to Find Inspiration for Your Blog Content. These were pretty far out of the box, and I could just picture the faces of my own lawyers if I tried to suggest any of them find inspiration in a stock photo site for their next post.

But it did get me thinking about two places lawyers CAN find inspiration for their next post – they’re not unexpected, but you will find them legitimate, I promise. 
Continue Reading Two Places to Find Inspiration for Your Blog Content