7 steps to developing a law firm content marketing strategy

September 27, 2017

s to developing a law firm content marketing strategy

I recently attended the Legal Marketing Association’s Southeastern Conference in Charlotte, North Carolina, and was excited to attend a panel on content marketing. In the session, the presenters asked the room of attendees to raise their hands if they had a documented content marketing strategy. Very few hands were raised.

Greentarget’s 2017 State of Digital & Content Marketing Survey reinforced this. According to the survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say they have a documented content strategy.

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Content marketers: 7 ways to improve your subject-matter-expert interviews

July 12, 2017

Content marketers: 7 ways to improve your subject-matter-expert interviews

Get the information you need to create persuasive, insightful content by conducting better interviews

I’ll let you in on a little-known secret that sets great content marketers apart from the good ones. It’s not the writing. It’s not video production skills. It’s not even research.

Don’t get me wrong — those are important. But the real secret sauce? Conducting great interviews.

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3 newsroom lessons to improve your sales story

April 21, 2017

3 newsroom lessons to improve your sales story

Humans are natural storytellers and we gravitate to stories — whether around a campfire, the office water cooler or on Netflix. The world of sales is no different.

A compelling narrative can be the difference between a pitch that converts prospects into clients and one that falls flat. That’s why sales stories are so important.

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How to get the most bang for your content buck [infographic]

March 16, 2017

When you put blood, sweat and tears (ok, maybe just a lot of strategy, hours and money) into a top-quality piece of thought-leadership content, it deserves a longer shelf life than one round of LinkedIn promotion and a slot in your website “resources” section. Whether you’re an architecture, engineering or construction (AEC) firm or a law firm, long-form content offers like e-books can cost thousands of precious marketing dollars to produce and design, so you need to squeeze out every lead-generation opportunity you can. Top companies know that repurposing content is the smart thing to do — here’s how:

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How to address your AEC prospects’ sales objections with great content

March 14, 2017

How to address your AEC prospects’ sales objections with great content

Think back to your firm’s last major client project. Now consider the process of winning that contract in the first place. That journey can be almost as complicated and drawn out as the construction project itself.

In a perfect world, your business development team would love nothing more than smooth sailing from start to finish — question-free sales calls, a straightforward proposal presentation and full agreement across the board with no objections or back-and-forth whatsoever from the prospective client.

Alas, life isn’t an episode of “Friends” where all your problems are solved and loose ends tied up in just 22 minutes to the sound of a laugh track.

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9 ways AEC firms are missing the mark with content marketing

March 9, 2017

9 ways AEC firms are missing the mark with content marketing

Content marketing isn’t going away anytime soon, especially in B2B markets that have a  lengthy procurement process (*cough cough* AEC).

A recent survey by HubSpot showed the number-one challenge for B2B marketers (with 65 percent of respondents) is generating traffic and leads. That’s because only good content marketing can help. In fact, the Content Marketing Institute and MarketingProf’s collaborative research report found that in 2016, 85 percent of companies who reported better content marketing over the last year upped their content creation while 72 percent attributed success to strategy development. There’s hope for you, too.

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Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

March 2, 2017

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

So your firm is producing useful, educational, client-centric content. Or maybe you’re just exploring content marketing and wondering if you should incorporate it into your firm’s strategy.

No matter where you are on the spectrum, you must ask a crucial question: What is the business development team doing with our content?

Your marketing team’s blog posts, e-books and white papers can’t live in a vacuum. By using a balance of inbound and outbound tactics, your business development team can leverage your content to win more contracts — and they should.

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Why AEC firms need content marketing [infographic]

February 28, 2017

In the world of architecture, engineering and construction (AEC), getting leads isn’t as simple as an a flashy sign near the checkout register. If you’re in the AEC industry, you know better than anyone that B2B clients take their good ol’ time making a hiring decision — that’s because it’s a big deal. Because buyers these days take their time searching information and educating themselves before talking to your business development team, content marketing is more crucial than ever.

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Why the most successful AEC firms combine online and offline marketing

February 23, 2017

Why the most successful AEC firms

I’ve said it before, and I’ll say it again: The internet has changed the game for how architecture, engineering and construction firms grow their business.

Inbound marketing, which “pulls” clients in by educating and solving their problems online, has stolen the spotlight from the traditional “push” tactics of outbound marketing (think: trade shows, advertisements, cold calls, direct mail).

So does that mean outbound marketing is dead and gone? I think not.

For AEC firms, the key to success is achieving a balance between inbound and outbound, a strategic blend of online and offline marketing.

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AEC firms: Why 2017 is the year to kick your content marketing into high gear

February 21, 2017

Why 2017 is the year to kick your content into high gear

Alright, we’re more than a month into this brave new world we’re calling 2017. So how are those resolutions coming?

Maybe you’re crushing that 5K training plan (good for you!), or perhaps you decided a world without fried chicken taco shells isn’t a world you want to live in (you do you, friend). Or maybe the whole New Year’s resolution thing is too mainstream for you. That’s cool, too.

Regardless of where you stand, there’s a conversation we need to have that’s bigger than a simple resolution.

See, a resolution is a choice to do something, but when it comes to the AEC industry, content marketing isn’t really a choice anymore — if you want your business to boom, at least.

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