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

March 9, 2023

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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What to do when a thought leader leaves your law firm

February 17, 2023

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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Why editorial calendars are a legal PR crystal ball for 2023

December 22, 2022

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

December 2, 2022

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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The legal tech professional’s guide to legal tech podcasts

November 4, 2022

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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A legal tech professional’s guide to the media you must know: The bloggers and media outlets

September 30, 2022
Securing coverage in trusted media outlets will help build your case before notoriously selective lawyers and other legal tech purchasers.

It has never been a better time to be in legal technology. As the billable-hour model confronts continual client backlash, law firms and in-house counsel are more eager than ever to streamline their work with the right technology. Law firm partners are also seeking new ways to leverage technology to expedite discovery work, create compelling trial presentations and maximize profits.

Through legal transformation, the process of leveraging technology, outsourcing and other tools to “transform” the way legal tasks are done, companies and law firms have been able to realize cost savings across the board by automating traditionally manual processes — all while helping counsel both outside and in-house focus their legal acumen on more pressing, high-risk matters.

It does not matter if you’re an eDiscovery company, contract lifecycle management (CLM) provider, e-sign processor, or Web 3.0 application developer; there is space for your company to grow and compete in a rapidly growing niche that already sports several multibillion-dollar unicorns. However, companies and startups entering the legal field will find that the very lawyers they are targeting care about the same selling points: each company’s reputation and ability to create value. 

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Legal public relations: How to get covered by The Wall Street Journal

August 23, 2022

Getting featured or quoted in The Wall Street Journal can be a major coup for any lawyer whose practice intersects with the business world. With its reputation as the standard bearer of news for the financial community, the Journal has established itself as the leading news source for information about the markets, business developments and — most importantly for lawyers — the latest developments in corporate, M&A and securities law. 

Getting that flashy mention in a Journal feature can do wonders for a law firm. For reputation-building, lawyers get to showcase their knowledge on the ins and outs of emerging business and market issues to the global swath of CEOs, board members, broker-dealers, funds and banking institutions that pore over the Journal’s pages every day. 

For online marketing, one or more WSJ backlinks can do wonders for a firm’s SEO rankings, especially for uber-competitive keywords that CPC-centered law firms lurk around. Not to mention the nifty perk of having a Journal hedcut — which, like a Simpsons caricature, is the media world’s way of saying that a professional has arrived. 

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How to leverage your next event sponsorship

August 5, 2022
Here are some tips for before, during and after an event to make sure every penny you’ve invested in sponsorship counts.

Sponsoring an event — whether an event discussion, seminar or workshop — is a great way to promote your law firm or legal tech company. By sponsoring and/or putting on an event, you not only align yourself in the marketplace with other thought leaders but you can also demonstrate your knowledge regarding a pressing pain point for potential clients. Inviting speakers and eventists is also a great way to reward clients with a marketing boost or make connections with key influencers. (Flattery will get you very far sometimes…)

Event sponsorships don’t come cheap, however, and often cost thousands of dollars. There’s also your time to consider in setting it up, holding the event, etc… Given these investments, it makes sense to try and get the most marketing bang for your event sponsorship buck. (You’ll also reduce any objections from the firm’s beancounters if you can demonstrate a strategy for achieving the best possible ROI.)

Here are some tips for before, during and after the event to make sure every penny you’ve invested in sponsorship counts.

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Law360: Law firm submissions 101

July 25, 2022

There are more legal rankings and award opportunities than degrees on our summer thermostats.

And while some are legitimate recognitions for your law firm and attorneys, many are money grabs that give way more of an “aWaRdS” vibe — they aren’t worth your time and truly don’t serve to provide a distinction.

Now, we don’t want to come across as too negative. There are many legal awards we highly recommend for clients (Chambers, The Legal 500, Super Lawyers and The Best Lawyers are some of our favorites).  

Today we are exploring Law360 awards and rankings, and why we think they are worth the non-billable hours for your firm.

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How to edit your law firm’s Wikipedia page: 3 golden rules

May 28, 2022

Just like death and taxes, if you’re a marketer, it’s inevitable that you’ll be asked to edit a Wikipedia page (or worse: create one).

It’s an understandable request given Wikipedia’s prominence on the web. The online encyclopedia continues to dominate search results due to its high-quality, up-to-date content on a vast swath of topics. Its pages are frequently referenced in links from other sites, one of Google’s predominant signals of authority. Google’s addition of snippets and knowledge graphs has further cemented Wikipedia in the top few results for nearly any given search. 

Unfortunately, errors are rampant on the site. Correcting inaccuracies, however, is not a simple matter. Any edits, especially those to business pages, have to follow certain rules in order to pass muster. If you do it wrong, there’s also a good chance you could get blacklisted permanently from the site. 

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