How to get your employees to share your content (and why it’s so important)

February 5, 2019

How to get your employees to share your content

You’ve written thought-leadership blog posts. Designed beautiful infographics. Developed engaging videos. Created valuable e-books and white papers.

You’ve then shared the content on your company’s social media accounts, sent it to industry influencers, promoted it on your email newsletter, sent out a press release and more.

Now, wouldn’t it be fantastic if all of your employees shared the content to their social media networks? “Yeah, right, like that will happen,” you’re thinking. But it’s not a pipe dream. In fact, it’s one of the biggest trends in B2B and professional services marketing.

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6 questions to ask before you hire a professional content writer

January 21, 2019

High-quality content is rocket fuel for today’s marketing strategies. But the difficult task of finding great writers who can create that content often stalls the marketing rocket before it ever takes off.

Great writers help you effectively communicate your message, drive sales leads and save you the time and frustration that comes with a writer who doesn’t understand your business, strategic goals, voice and tone.

Beyond looking at writing samples, how can you assess whether a professional writer has what it takes to produce engaging, clear and effective content? Ask these six questions to see if a potential writer can deliver the goods:

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8 common mistakes lawyers make on their blogs [updated]

January 15, 2019

 

(This post has been updated from our original 2014 post.) 

The legal industry has embraced blogging like no other. Blogging and lawyers are a natural fit — lawyers love to write, have niche expertise and need to demonstrate that expertise in a non-salesy way.

However, succeeding at blogging isn’t as simple as putting pen to paper (or fingers to keyboard). And unfortunately, many lawyers are failing.

Below are eight of the most common mistakes we see lawyers making on their blogs.

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Need to persuade an audience? Use these 5 powerful messaging techniques

June 21, 2018

5 powerful messaging techniques to persuade

If you’ve watched the show “Mad Men,” you may have thought that you, too, could be an advertising executive, drink old fashioneds during the day, chain smoke cigarettes and come up with cool campaigns that persuade the American public to choose one brand over another with a snappy slogan.

Well slow your roll, Nancy.

Mad Men made advertising look easy because it was easier back then.

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Legal marketing: How one law firm’s blog has attracted new clients and generated business [video]

June 6, 2018

RepInk-blog-LegalMktg

If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works. Maybe you’re a professional services marketer looking for ideas.

Here’s the thing: No matter who you are, blogging is hard work. It requires a significant time investment. It’s a long game, not an overnight miracle-worker. But it works.

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4 reasons marketers must shift toward a ‘knowledge extraction’ mindset

May 2, 2018

RepInk-blog-Extraction

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

Knowledge extraction is basically that — extracting knowledge from your subject-matter experts (SMEs). It’s a specialized skill when done right, and it’s imperative for effective business-to-business and professional services marketing. Here’s why:

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7 ways to overcome content marketing’s biggest challenge: just getting it done

April 24, 2018

RepInk-blog-7waysChallenge

We’ve all heard it before:

“I just can’t get my subject-matter experts to give me the information I need.”

“We would do content marketing, but we can never find the time — we’re too busy focused on billable work.”

I get it. Content marketing takes time. It’s the reason I have a viable business, after all.

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3 simple ways law firms can promote litigation wins

March 19, 2018

RepInk-blog-LitigationWins (1)

For litigation firms and practice groups, promoting your wins can be an uphill battle. Client confidentiality, multi-year timelines, last-minute rulings, and complex legal ideas and maneuverings make litigation promotion a unique art form.

High-profile cases require proactive media relations

Sometimes, litigation is high-profile and requires a proactive, ongoing effort to manage the public narrative as litigation unfolds. In this case, your PR team builds relationships, tells your side of the story in plain language, explains complex legal ideas and builds trust with reporters covering the story.

Not all litigation is media worthy

However, not all litigation is high-profile or media worthy. Or, clients’ concerns about confidentiality prevent any kind of public relations until a favorable outcome is obtained.

In these cases, how can law firms showcase their prowess in obtaining victories on behalf of their clients and stay top of mind with prospective clients who face similar business risks?

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