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09
Mar

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

March 9, 2023
by: in AEC , 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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31
Jan

Why editorial calendars are a must for AEC PR in 2023

January 31, 2023
by: in AEC , Public relations No comments  

Sometimes working with the media can be like trying to predict all the change orders an owner will have on a project before construction even gets started.

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

How often does this thought run through your head as an architecture, engineering and construction (AEC) 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 subject matter experts (SMEs) into the next Big Story? 

Okay, maybe I’m being a bit dramatic, but if you’ve thought this before, 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 that, while there isn’t a Magic 8 Ball to read your client’s mind and anticipate every change order request (yet!), there is a similar tool for media outlets, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal, if you’re into lingo). 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 next 12 months. If this is news to you — or if 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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16
Jan

Tangible ways AEC companies can reach their target audience in the metaverse

January 16, 2023
by: in AEC , Marketing strategy No comments  

Although abstract in nature, the metaverse is transforming the universal business landscape (and by extension the marketing field) in ways that have real-world implications. Despite the burgeoning trend of using augmented and virtual reality in marketing campaigns, many corporations have been slow to adopt this new technology. In doing so, they’re neglecting an enormous group of potential clients and employees (especially those younger cohorts). According to consulting company, Metaversed, earlier this year the population of the metaverse hit a major milestone, reaching 400 million unique monthly active users. 

Being a pioneer in any field can be risky, but with great risk comes great rewards. The key for architecture, engineering and construction (AEC) firms will be to find their target audience before the market becomes saturated. Think of the metaverse as California in the 1800s. Everyone is rushing there for gold. You don’t want to be knee-deep in frigid river water, bumping elbows with all the other 49ers who missed their cue.

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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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30
Nov

What AEC firms need to know about Google’s ‘helpful content’ algorithm update

November 30, 2022
by: in AEC , Content marketing No comments  

Google recently launched a ‘helpful content’ update to its search algorithm to prioritize unique and thorough content for its users. Conversely, it will automatically identify content that seems to have little value, low added value or is otherwise not particularly helpful to those performing the searches. When it 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 the architecture, engineering and construction industries, particularly those that partake in B2B 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.

Read more »

 
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04
Nov

The legal tech professional’s guide to legal tech podcasts

November 4, 2022
by: in Law , Content marketing No comments  

As any legal tech professional knows, staying abreast of the latest developments is critical to be competitive in an ever-changing sector. In another post, we wrote about the blogs and media outlets that cover legal tech. There are also a number of podcasts that also address this sector.  

Legal tech professionals should pull up their podcast app of choice and start browsing through the many offerings out there. Some podcasts focus on leveraging technology to empower and improve law firms, while others are more appropriate for those building a startup or working in-house at a company. 

Regardless of the legal tech podcasts you follow, you are bound to find information that will help you stay in the know and get on the radars of an audience hungry for business opportunities and partners. Here are a few that any legal tech professional should add to their playlist.

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28
Oct

What to do when a thought leader leaves your AEC firm

October 28, 2022
by: in Content marketing No comments  

Ascribing authorship of an industry topic to an employee at your architecture, engineering or construction (AEC) firm comes with one glaring risk. What if they leave? That happens. In fact, according to U.S. Bureau of Labor statistics, it happens often. The median tenure for architecture and engineering occupations is just 5.2 years, a little higher than the average wage and salary worker. 

While it may be tempting to publish thought leadership articles under your company’s name or a made-up moniker like “Construction Chip” to avoid the problem altogether, there is a benefit to having a visible expert. 

Clients trust original content presented by an individual more than they do information presented by a brand. In content marketing, specifically thought leadership, the idiom “put a face to the name” proves helpful, and companies benefit when their employees raise their own profile. However, if one of your company’s thought leaders decides to end that mutually beneficial relationship, don’t panic. Here’s what you should do instead:

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