7 steps to developing a law firm content marketing strategy

September 27, 2017

While law firms are prolific content generators, very few firms have a documented content marketing strategy. 

According to Greentarget’s 2017 State of Digital & Content Marketing Survey, 96% of in-house counsel say that there is content overload, while hüpfburg kinder kaufen 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

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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How to get the most bang for your content buck [infographic]

March 16, 2017

When you put blood, sweat and tears (ok, maybe just a lot of strategy, hours and money) into a top-quality piece of thought-leadership content, it deserves a longer shelf life than one round of LinkedIn promotion and a slot in your website “resources” section. Whether you’re an architecture, engineering or construction (AEC) firm or a law firm, long-form content offers like e-books can cost thousands of precious marketing dollars to produce and design, so you need to squeeze out every lead-generation opportunity you can. Top companies know that repurposing content is the smart thing to do — here’s how:

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How to address your AEC prospects’ sales objections with great content

March 14, 2017

How to address your AEC prospects’ sales objections with great content

Think back to your firm’s last major client project. Now consider the process of winning that contract in the first place. That journey can be almost as complicated and drawn out as the construction project itself.

In a perfect world, your business development team would love nothing more than smooth sailing from start to finish — question-free sales aufblasbares zelt kaufen calls, a straightforward proposal presentation and full agreement across the board with no objections or back-and-forth whatsoever from the prospective client.

Alas, life isn’t an episode of “Friends” where all your problems are solved and loose ends tied up in just 22 minutes to the sound of a laugh track.

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9 ways AEC firms are missing the mark with content marketing

March 9, 2017

9 ways AEC firms are missing the mark with content marketing

Content marketing isn’t going away anytime soon, especially in B2B markets that have a  lengthy procurement process (*cough cough* AEC).

A recent survey by HubSpot showed the number-one challenge for B2B marketers (with 65 percent of respondents) is generating traffic and leads. That’s because only good content marketing can help. In fact, the Content Marketing Institute and MarketingProf’s collaborative research report found that in 2016, 85 percent of companies who reported aufblasbarer wasserpark better content marketing over the last year upped their content creation while 72 percent attributed success to strategy development. There’s hope for you, too.

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Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

March 2, 2017

Why your AEC firm’s business development team should be using your content (and 5 ways to do it)

So your firm is producing useful, educational, client-centric content. Or maybe you’re just exploring content marketing and hüpfburg kaufen wondering if you should incorporate it into your firm’s strategy.

No matter where you are on the spectrum, you must ask a crucial question: What is the business development team doing with our content?

Your marketing team’s blog posts, e-books and white papers can’t live in a vacuum. By using a balance of inbound and outbound tactics, your business development team can leverage your content to win more contracts — and they should.

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Why AEC firms need content marketing [infographic]

February 28, 2017

In the world of architecture, engineering and construction (AEC), getting leads isn’t as simple as an a flashy sign near the checkout register. If you’re in the AEC industry, you know better than anyone that B2B clients take their good ol’ time making a hiring hüpfburg mit rutsche kaufen decision — that’s because it’s a big deal. Because buyers these days take their time searching information and educating themselves before talking to your business development team, content marketing is more crucial than ever.

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Make Your Mark on Inbound Marketing with Storymaking: How storymaking helps you connect with your audience

January 8, 2016

Make Your Mark with Storymaking

One evening about a year ago, I found myself trying on glasses frames for about two hours in my apartment. I don’t even wear glasses. But my former roommate Victor does. He had ordered five pairs of frames from Warby Parker as part of their free five-day home try-on offer. I thought this was the coolest thing; I’d certainly never heard of anything like it. And as a college gonfiabili student with no discernible income, being able to try on glasses at home for free was pretty damn great, even if I wasn’t looking for glasses in the first place.

Victor and I tried on all five pairs he ordered and explored dozens of other designs on the Warby Parker website. I had to wonder: what was the reason behind such an awesome try-on offer? Their company story is fascinating. It began when the founders’ frustration with crazy-expensive glasses finally boiled over. They wanted to make sight—a basic necessity—more readily accessible to those in need of glasses. And so they did.

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Simple is Better: How plain language benefits your content

November 2, 2015

Simple is Better: How plain language benefits your content

OK, so I’m pretty new to content marketing. As of this week, I’ve got a little over one full month of on-the-job experience under my belt, and I’m well aware that I have a long way to go before I can declare myself an actual content marketer. I’ll get there, just bear with me for now.

Like any form of writing, inbound marketing has its own unique flare about it. I’ve found it to be sort of like personal gonfiabili sportivi blogging, but on a professional platform. You pick and choose which topics really interest you, and write about why other people should care about them, too. So, my first impression of inbound marketing is teaching the world about the things you enjoy, which is pretty damn cool.

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