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photo-1461783436728-0a9217714694Two weeks ago, we took a look at two brands (Rolex and Farmers Insurance) who are doing content marketing right, with the idea being that when we look outside the legal industry, we can often find transferable lessons that can be applied to our own strategy and execution to improve what we’re doing.

The original post by Neil Patel looks at 8 brands, and this week, I want to look at two more of them for some additional inspiration – let’s stretch our collective imaginations and see how what those in completely different industries to our own are doing successfully might translate to legal!
Continue Reading Tune in to (Two) Other Brands for Inspiration

photo-1430462773665-fd261133b47fWhether you’re a law firm marketer or a lawyer who is writing, tweeting, posting to LinkedIn, or sharing content in another way, your primary goal is to remain relevant and valuable to your audience.

To do that, you’re constantly checking to ensure that what you’re authoring and sharing resonates with them – you review, you refine, you revise.

During that process, it is also extremely useful to look to what others are doing, both inside and outside the industry, to get inspiration for your own content marketing. It can be easy to discard what those outside of legal are doing as not “relevant” because you think the legal industry is too specialized. And while it IS special in its own way (as are all professions, by the way), it’s up to us to take what others are doing and translate that into useful lessons for our own use.

One of my favorite content marketing authors, Neil Patel, authored an excellent look at what eight of the world’s best brands are doing in their content marketing, and we’ll spend the next few weeks looking at some of them, and the lessons we can take for the legal industry. Your first impression may be to dismiss this as soon as you heard the word “brands,” but we’ll be looking at high-end companies like Rolex, and professional services firms like Farmers Insurance, so I think we can all agree that there are translatable lessons to be gained from them. 
Continue Reading Imitation (in Content Marketing) is the Sincerest Form of Flattery

photo-1463453091185-61582044d556Taped to my computer monitor, I have a set of photobooth photos from last years LMA New England conference, which include the conference theme: “What’s Your WOW Factor?” As much as I enjoy seeing the photos of my friends and I from the conference, the theme itself is a constant reminder to be asking myself that question as I undertake my daily tasks – “What’s my WOW Factor today?”

In today’s post, I want to look at two steps that law firms should be taking right now in their content marketing (as part of a series of posts), thanks to this piece from the Content Marketing Institute by Joe Pulizzi. These steps, and the ones that follow, have me thinking about that very idea – what’s our “wow” factor when it comes to content marketing – because in the end, that’s what it’s really all about. The thing that makes our audiences sit up and take notice of what we’re putting out for their consumption.

Pulizzi sets up his post by saying that these action steps are reminders to keep us on track in our content marketing – and I love that idea. We can easily get bogged down in the day to day nitty gritty that we lose sight of the forest for the trees. So action steps such as these are a way to pause, take stock, and ensure that what we’re doing with our content is effective and valuable, so that we’re getting the most for our efforts. And in a time and in an industry where we don’t want to waste any efforts, that’s essential. 
Continue Reading Two Steps to Bring Back the WOW Factor To Your Content