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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Thought leadership vs. lead generation: Why legal blogging needs a strategic update

September 22, 2017

Thought leadership vs. lead generation: Why legal blogging needs a strategic update

At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.

How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.

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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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A Q&A with Cosential: The CRM made especially for AEC

March 30, 2017

 A Q&A with Cosential: The CRM made especially for AEC

Our team recently had the pleasure of mingling with movers and shakers in the architecture, engineering and construction (AEC) industry at the SMPS SunBuilt conference, an annual regional event for AEC marketing and business development professionals.

One of those people was Bobby Hollis, VP of Marketing for Cosential, a CRM and proposal tool for AEC firms. We wanted to pick Bobby’s brain about what the industry-specific CRM means for AEC lead-generation efforts. Luckily, he agreed (without us pinning him down).

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What is influencer marketing? (And why B2B companies should care)

January 6, 2017

Reputation Ink’s exclusive interview with Promise Phelon of TapInfluence

What is influencer marketing? (And why B2B companies should care)

Consumers today are smart.

Yes, regardless of what many YouTube “fail” videos may imply about the intelligence of the human race, people are in fact pretty savvy — and they’re not easily swayed by old-school marketing tactics. In fact, research shows consumers value customer reviews and peer recommendations over traditional advertising more than ever. Why? Because they value authenticity.

But can brands be authentic? Sure. There are plenty of good examples of this, but influencers can provide a human extension of your brand. They can connect your business to customers in a unique way.

Enter: influencer marketing.

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B2B and video: A match made in ROI heaven

December 16, 2016

Reputation Ink’s exclusive interview with Ed Heil of StoryTeller Media + CommunicationsB2B and video: A match made in ROI heaven

Content may be king, but video has taken the crown for queen.

Don’t believe me? Casually scroll through your Facebook feed. Check out a competitor’s website. Sign up to receive INKsights email newsletters from your favorite agency.

In November, the Rep Ink team dug out our gloves and scarves and headed to Boston for HubSpot’s INBOUND conference. There, our team interviewed Ed Heil, Owner of StoryTeller Media + Communications. We wanted to learn from Ed why B2B companies should be using video, and how to do so effectively and strategically.

When it comes to marketing, B2B companies don’t have the luxury of playing to impulse and low-commitment buys like B2Cs can. What do you do if you aren’t selling cookies, but rather production equipment to cookie manufacturers?

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4 AEC industry lessons from HubSpot’s INBOUND conference

November 14, 2016

4 AEC industry lessons from HubSpot’s INBOUND conference

Friday morning I was listening to Alec Baldwin live (yes, he did a few Trump impersonation bits). The day before I watched Randi Zuckerberg interview Anna Kendrick. Why such a star-studded week? I attended HubSpot’s annual INBOUND conference in Boston. It’s the third year I’ve gone, and the second that I’ve brought my team. A few other people were there, too — a staggering 19,000 people from 92 countries hobnobbed with Baldwin, Kendrick et al.

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Stop wasting your money with HubSpot

June 21, 2016

4 ways you’re flushing money on your marketing automation software by not being strategic.

Stop wasting your money with HubSpot

Not quite as old as the chicken or egg, but the debate has been going on for years. Is marketing automation software worth the cost, or could you get away with using something cheaper? Well, the answer isn’t as cut and dry as you’d hope. (And it can’t be found in a pretty infographic or price comparison chart.)

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Behind the Screens: A glimpse inside our content marketing process

June 1, 2016

Behind the Screens

Turning another year older makes you reflect on all you’ve accomplished. Five loooonnnnngggg years ago this week, I launched an agency focused on creating great content, from blog posts to e-books, infographics, case studies, website content, checklists, videos and beyond. In the process, we became experts in content marketing strategy — the what, why, when, where and how of content marketing.

Throughout our five years, content marketing has become THE marketing buzzword. “Content marketers” are now a dime a dozen. But truly great content is rare. And, man, is it hard to create.

That’s why, to celebrate our 5th birthday, we’re pulling back the curtain to give you a glimpse inside Rep Ink’s creative process so you can see what goes into creating content worthy of the spotlight.

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3 ways the Jacksonville Sheriff builds bridges with social media

May 5, 2016

3 Ways the Jacksonville Sheriff Builds Bridges With Social Media

We’ve all done it.

Dinner is simmering on the stove and, hey, I have a few minutes to kill. Let me just give social media a quick scan.

Then, before we know it we’ve watched three Tasty videos, an adorable (but worrisome) clip of dogs playing with a bear and received some life motivation from a pre-kindergartener. BAM.

Dinner burns and we find ourselves scraping burnt pasta from the bottom of our cast-iron pot, and eating Nutella out of the jar. Again.

Good content does that. It grabs ya and pulls ya in and makes ya want more.

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