Content and legal marketing, marketing & public relations agency

Feb

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

February 5, 2019

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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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Jan

6 questions to ask before you hire a professional content writer

January 21, 2019

by: Michelle Calcote King in B2B , Content marketing , Architecture, Engineering and Construction

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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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Jan

8 common mistakes lawyers make on their blogs [updated]

January 15, 2019

by: Michelle Calcote King in Law , Content marketing

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(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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Jan

We boosted email click-through rate by 60 percent with this one simple tweak

January 8, 2019

by: Steven Gallo in B2B , Content marketing , Architecture, Engineering and Construction

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Email remains one of the most reliable and consistent vehicles for B2B marketers today. In fact, people sent more of it in 2018 than ever before, and statistics continue to show that email marketing delivers excellent ROI.

I don’t care what the haters say. When done right, email marketing works.

If you’re among the many marketers who leverage email, you’re familiar with the never-ending quest to streamline your contact lists, draft the perfect subject lines and increase your click-through rate (CTR). We can often be slaves to these analytics, looking for any little way we can move the needle. (After all, these numbers are a direct and unapologetic reflection of our efforts, right?)

When it comes to optimizing your email marketing, there are countless variables in play. I get that. I want to share one little success we had, with the hope that perhaps it can help you, too.

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Nov

Marketers: It’s time to push back on your bosses’ bad ideas

November 20, 2018

by: Michelle Calcote King in B2B , Marketing strategy , Architecture, Engineering and Construction

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“Behind every bad idea is an executive who asked for it.”

I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you.

The above quote — from a recent MarketingProfs webinar by Michael Brenner (best-selling author of The Content Formula and CEO of Marketing Insider Group) — made me stop in my tracks. I thought of the numerous times I’ve witnessed a C-suite executive ask a marketer to do something that I knew wasn’t the right course of action, yet the marketer did it anyway. Heck, I’ve been the one who did it anyway. I’ve always thought, “That’s just the way it is.”

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Sep

How law firms can use marketing automation to enhance their client experience

September 25, 2018

by: Michelle Calcote King in Law , Marketing strategy

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Acquiring new clients is expensive. Depending on the study, research shows that the cost to acquire a new client is anywhere from five to 25 times the cost to retain an existing client.

Yet many law firms focus the majority of their marketing efforts on client acquisition — not client retention.

Here’s more research if you’re not convinced of the value of client retention: Frederick Reichheld of Bain & Company (the inventor of the net promoter score) found that increasing customer retention rates by 5 percent increases profits by 25 to 95 percent.

From client alerts to blog posts, webinars, educational events and more, law firms are investing heavily to demonstrate their attorneys’ expertise and attract the right clients. How can these efforts be leveraged to enhance the client experience?

Enter marketing automation.

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Jun

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

June 21, 2018

by: Michelle Calcote King in B2B , Content marketing , Architecture, Engineering and Construction

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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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Jun

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

June 6, 2018

by: Steven Gallo in Law , Content marketing , Video marketing

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If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an parco gonfiabili 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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May

3 PR takeaways from Cision’s 2018 ‘Global State of the Media’ report

May 8, 2018

by: Michelle Calcote King in B2B , Public relations , Architecture, Engineering and Construction

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Nowadays, the media is the news. With a president who calls the media “fake news” and an overwhelming supply of competing vendita gonfiabili content online, the news industry has been under rapid transformation and intense scrutiny like no other profession in past years.

However, the media — and the public relations profession — are winning.

One stunning proof point: The digital paywall business of “the failing New York Times” is growing as fast as Facebook and faster than Google. Its online subscription sales jumped 46 percent in 2017 to $340 million, and digital ad sales rose 14 percent to $238 million. Subscriptions now make up 60 percent of the news organization’s total revenue.

It’s an interesting time to be in PR.

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May

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

May 2, 2018

by: Michelle Calcote King in B2B , Marketing strategy , Content marketing , Architecture, Engineering and Construction

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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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6 questions to ask before you hire a professional content writer

8 common mistakes lawyers make on their blogs [updated]

Marketers: It’s time to push back on your bosses’ bad ideas

How law firms can use marketing automation to enhance their client experience

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

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

3 PR takeaways from Cision’s 2018 ‘Global State of the Media’ report

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

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