27
Feb

Keeping your emails out of the spam folder

February 27, 2024
by: , in Law , Content marketing No comments  
Keeping your emails out of the spam folder

Congratulations! You’ve successfully implemented an email marketing strategy to connect with your clients and prospects. Email marketing is a potent tool for getting a high return on your marketing investment. 

But, wait! 

Just a day after hitting ‘send,’ you receive that dreaded message: “So-and-so didn’t receive the email; it went to spam.” Even worse? Your supervisor got the email in their spam folder, causing some pointed questions about just why you’ve been spending time on this.

Don’t panic just yet. 

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14
Sep

Do’s and don’ts of podcast interviews

September 14, 2023
by: in Law , Content marketing , Lead generation , Architecture, Engineering and Construction , Professional services No comments  

I love a good podcast. The ones that make me feel like the host and guest are standing in the same room are instant favorites — doesn’t matter what genre it is.

Personal entertainment aside, they’re also a fantastic business opportunity for B2B companies. Not only does running a podcast enable you to build brand awareness while creating content for your business and your guest’s, it’s also a great way to build relationships and have meaningful conversations with industry leaders and potential prospects.

But how do you do good podcasting?

I didn’t think this question would be so hard to answer when I first started producing our agency’s podcast, “Spill the Ink.” After all, I’m an avid consumer of plenty of great podcasts and have a background in production and storytelling as a former TV journalist. Why wouldn’t it be easy? While a lot of my skills were transferable, I had to come to terms with the fact that podcasts are unique pieces of content that require their own skillset. 

In my opinion, one of the most important skills you can develop is learning how to conduct an interview. I won’t lie and say that this isn’t going to take a lot of trial and error. But I can at least help get you started on the basics.

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28
Aug

How to grow your law practice with a podcast

August 28, 2023
by: in Law , Content marketing , Lead generation No comments  

When our Principal and President Michelle Calcote King began Reputation Ink’s “Spill the Ink” podcast in November of 2020, she wanted to try something new. Over several episodes, she began to see the benefits of the podcast, and stuck to it. Now with more than 70 episodes, Michelle has learned a lot about the benefits of podcasting, particularly in the legal field. Her number-one benefit she says? Networking. 

There are many other benefits as well – here’s Michelle’s top five reasons why law firms and attorneys should consider creating a podcast: 

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31
May

How AEC employees can contribute marketing videos with their smartphones [infographic]

May 31, 2023
by: in B2B , Content marketing , Video marketing , Architecture, Engineering and Construction No comments  

You don’t need a Hollywood movie studio to be a B2B video marketer. In fact, you already have a team of videographers at your disposal: your employees. And they already have access to a high-powered video camera in their purse or pocket: their smartphone.

After all, the best camera is the one that’s with you.

So why should AEC firms care about employee-generated video content?

Glad you asked.

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28
Mar

Why AEC firms need to know about the ‘excess share of voice’ rule

March 28, 2023
by: in Marketing strategy , Content marketing , Architecture, Engineering and Construction No comments  

There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule. 

While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending on the source, but it essentially means the number of conversations about a brand, divided by the number of conversations about a topic, industry or niche (i.e., whatever “market” you are measuring). 

Every time a brand is mentioned in the media, authors an article, posts on social media or runs a series of ads, a conversation is happening. The conversation is amplified when the audience engages by sharing the article, commenting on the social media post or clicking on the ads. All of this activity results in a certain share of voice. 

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09
Mar

What legal marketers should know about Google’s ‘helpful content’ algorithm update

March 9, 2023
by: in Law , Marketing strategy , Content marketing No comments  

Google recently launched a “helpful content” update to its search algorithm to prioritize unique and thorough content for its users. In addition, it will now automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful. When Google identifies what it considers deficient pages and websites, it automatically moves them to the bottom of the search results. Think of it as a way for the search engine to separate the wheat from the chaff in the infinite web of information (and misinformation) that is the internet. 

For those in legal marketing and thought leadership, the update could mean fewer users will see your content if it’s not up to snuff. Cue the panic amongst content creators and SEO marketers.

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17
Feb

What to do when a thought leader leaves your law firm

February 17, 2023
by: in Law , Content marketing , Public relations No comments  

It’s no fun trying to replace a law firm’s in-house superstar. Think of all the countless hours of written-off billable time that the firm’s leaders likely spent mentoring that next partner-to-be, only to let that candidate — and the substantial book of business they initiated and nurtured — slip into the hands of a competitor or solo venture. However, this is precisely a status quo situation that most law firms must navigate, as roughly 36% of law firms reported seeing an increase in associate turnover in 2021 compared to 2020. 

Losing a leading professional hurts, especially if that lawyer or team member left an indelible mark on the firm. But they must still address the potential fallout from the departure, including how it may affect the reputation of its practice groups, team morale and how existing clients interface with the firm. An effective PR strategy — particularly one prepared by an experienced legal PR team — can help bridge these gaps and help the firm move onward and upward. Some considerations on how they can address this is presented below.

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22
Dec

Why editorial calendars are a legal PR crystal ball for 2023

December 22, 2022
by: in Law , Marketing strategy , Content marketing , Public relations No comments  

“If only reporters and editors would just tell us what they’re covering next.”

How often does this thought run through your head as a legal PR professional or marketer? Weekly? Daily? Hourly? Does it haunt your dreams? Your nightmares? Do you wake up in a cold sweat each morning worried you missed getting your sources into the next Big Story? 

If so, you are not alone. Most of us spend way too much time obsessed with what’s going to catch the media’s attention. Some days I wish I had some kind of crystal ball that could help me peer into the future and see the stories to be written that need my clients as sources. 

And then I remember there is such a crystal ball, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal). What’s that, you ask? Well, it’s only the best way to predict some of what a target media outlet will cover in the coming 12 months. If this is news to you — or it’s a reminder of a tool you once used but have forgotten while pursuing shiny new whizbangs — have I got a blog post for you.

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02
Dec

Contributor networks and bylined article opportunities: What lawyers and legal professionals need to know

December 2, 2022
by: in Law , Marketing strategy , Content marketing No comments  

There are many ways to secure a byline in a key media outlet. While working with a legal PR agency is a surefire method to get in front of the right editors and reporters, it’s just one pathway to publication. Joining a contributor network can be an alternative way to break in — and your PR agency can help with that too.

Think of a contributor network as a bullpen of subject-matter experts a publication relies on to provide one-time articles or ongoing columns. Outlets usually open their doors to contributor network writers to offer practical, boots-on-the-ground stories and opinion pieces that supplement their staff-written stories. Once accepted into a network, lawyers and professionals usually have broad discretion regarding what they can write about, so long as they meet the outlet’s editorial standards and publishing cadence requirements. 

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