Content Marketing

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twofortueHeadlines.

If you’re a writer, you need them. But they can often be the bane of our existence. Especially in the legal industry, where we’re trying to balance the technical aspects of legal writing with attention-grabbing catchphrases that can sound a bit trite and silly.

And you want to do all of that in 120 characters or less, so that you can easily share that, plus a link to your content, on all social sites.

Not an easy task!
Continue Reading Two Ways to Stop Your Headlines From Sending You Running for Cover

twofortueRecently, we discussed two ways that you could become the MacGyver of content marketing – using great visuals and writing excellent content. I want to continue breaking down Neil Patel’s article this week, to discuss two more ways to “MacGyver” your content – in case you’re still wondering what I mean by that, I’ll reference the Urban Dictionary’s definition:

Someone who can regularly cobble together solutions to problems using only the tools available at hand.”

Your content may not be a problem, but we know that in legal, we’re always being asked to do more with less. So as legal content MacGyvers, we’re taking what we know and creating valuable, substantive themes for consumption that provide a secondary benefit to our reputations.

All right, so let’s jump into our two tips for this week.
Continue Reading Two More Ways to MacGyver Your Content Marketing

twofortueConsider today’s Two for Tuesdays to be your summer reading list – and it’s a short one. Sometimes, the best way to communicate someone else’s message is simply by sharing it with you, and that’s what I’m doing today!

When I’m looking for new ideas or inspiration in content marketing, I head straight to the…

twofortueIt’s time for another Two for Tuesdays, and I’ve just read an EXCELLENT article from Neil Patel over at the Content Marketing Institute. It’s quite a meaty one, so we’re going to dissect it a little bit over the next couple of weeks so that you, too, can become a MacGyver of content marketing (and really, who doesn’t want that?).

Patel is looking at five obvious content marketing strategies that most companies overlook, and despite the fact that law firms have been doing this content marketing thing much longer than most companies, they’re still very guilty of these things themselves. It’s a real shame, because if you can get these right, there’s huge opportunity to connect with clients, potential clients, influencers and amplifiers and get your message out there.

Today, we’ll look at two of these strategies in depth to discuss why they’re as important for law firms and lawyers as for any other company, and how you can be taking better advantage of them.
Continue Reading Two Ways to Become the MacGyver of Content Marketing

twofortueNobody handles content marketing perfectly.

It’s not an exact science, and for the most part, it’s an ever-adapting process that we are constantly refining based on our current goals and audience needs.

But there are a couple of areas where lawyers and law firms go astray with content marketing, and that’s what we’re going to talk about in today’s Two for Tuesdays post. 
Continue Reading The Two Biggest Content Marketing Blunders Lawyers Make

twofortueThis afternoon, I read an article on content marketing that really got me thinking. The most important part was this:

[I]f the primary goal of your content is better SEO, then you’re an SEO practitioner, not a content marketer. If the primary goal of your content is to have something to put in your email newsletter, then you’re an email marketer, not a content marketer. And if the primary goal of your content is to attract more social media traffic, then you’re a social media marketer, not a content marketer.”

Of course, content marketers should still care about SEO, email, and social. But if you’re a content marketer, your content goals come first and everything else follows. The clue is in the name.”

I know all of these terms may give you hives, because what you’re really thinking is, “but I’m a LAWYER.” While that’s true, in addition to being a lawyer, you’re also in the business of selling legal services – that’s just how it is. So that’s where all of these other things that may give you hives to think about come into play.
Continue Reading Two for Tuesdays: Tips for Promoting Your Content in Social Media

twofortueHere’s a scary thought – earlier today, a blog post caught my eye, talking about the “one content marketing question” we should all be asking ourselves. Remember, when we say “content marketing,” we’re talking about anyone who authors articles, writes a blog, presents at conferences, does informational videos, etc. – basically anyone who produces substantial content that is shared with others.

These days, that’s pretty much all of us, or a large number of us at least. So what’s this one content marketing question?

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

The question itself is less unsettling of course than the potential answer. But let’s consider that for a moment. If you stopped writing articles, blogging, presenting, or whatever you’re doing to provide others with your knowledge, would anyone notice?

Hopefully the answer is a resounding yes!

But what if it isn’t?Continue Reading Two for Tuesdays: How to Make Your Content as Fierce as Beyonce

twofortueWe’re taking a break from our regularly scheduled content marketing discussions to talk about some important news for content providers – and make no mistake, law firms are content providers!

Yesterday, Apple presented a keynote that offered some of the most important updates for publishers in years – maybe not as exciting as a new iPhone or entirely new piece of technology, but for those of us in the content space (read: all of us), they are updates that we want to sit up and pay attention to.

The ILN’s Executive Director (and huge Apple fan), Alan Griffiths, sent me this article from Nieman Labs last night on the keynote, and there are two points that I’d like to pull out from it on the Two for Tuesdays for us to look at in the context of the legal industry, and what it may mean for us.
Continue Reading Two for Tuesdays: Big News from Apple for Content Providers

twofortueIf you’re a regular producer of content (like a blogger), there will be days when you’ll find yourself scrambling for a topic or the words to flesh out your latest idea.

The dreaded writer’s block.

We all face it from time to time, and it can be one of those things that really stops you…