Content Strategy for Law Firms

Do you work at a law firm and experience the daily dilemma of trying to keep a digital presence fresh, lively, relevant and useful across dozens of channels?

Content strategy can seem like something entirely different depending on which part of it you touch.

You too? Then why don’t you join my LinkedIn group!

Content Strategy for Law Firms is a networking group for the in-house law firm worker bees who conceive, plan, create, produce, govern, manage and analyze content across a variety of media.

The goal of the group is to learn about the mindset, tools and processes of content strategy so that we get better at our jobs – and maybe, eventually begin to build  cultures of content within our firms.

Why Content Strategy for Law Firms? Why now?

I have long wanted to start a networking group for law firm website folks, and had identified “content strategy” as the missing link among the in-house groups I’m active in.  And frankly, the missing link in many law firms.

In the meantime, my peers Kristin Vasilj and Tina Johns had also been discussing the lack of focused networking opportunities for legal industry people in roles like ours that cross communications, strategy, technology, marketing and business development. So we came together to form this group.

Website creation and content maintenance – done properly – breaks down silos within an organization. From this process springs the idea of  content strategy which plans for the creation, publication, and governance of useful, usable content – and requires people with a diverse skillset across an organization. Content strategy requires both technical and editorial skills, along with a healthy dose of courage, influence, endurance, ambition and vision.

Content strategy isn’t a new idea. Rachel Lovinger wrote her influential piece on content strategy in 2007 – The Philosphy of Data. And Christina Halvorson – the Martha Stewart of the discipline – has written an excellent book on the topic.

Heck, even I held a content strategy role back in 2000, so the idea has been around for awhile. But look how much the web has changed since then. Many of us have gone from minding a single website of a few hundred pages, to overseeing multiple websites comprising thousands of pages. Add to that multiple social media channels including blogs, client intranets and extranets, the firm intranet and syndication channels, plus the complicating factor of globally distributed teams – and it’s no wonder we need content strategy now!

So let’s get together and talk about content. In the words of Christina Halvorson, it’s time to…

Stop pretending content is somebody else’s problem. Take up the torch for content strategy. Learn it. Practice it. Promote it. It’s time to make content matter.

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Molly Porter on Twitter

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Will LinkedIn revolutionize law firm publishing?

Last April, I had the pleasure of sitting down with about 40 of my firm’s lawyers for one-on-one strategy sessions on using LinkedIn. The most commonly asked question was “what can I do with it?” – often from lawyers who had amassed 200, 300, even 1000 connections apiece.

Wake up! It’s time to make the content!

LinkedIn began answering this question last March with LinkedIn Today – a branded newspaper-like application that provides news tailored to your industry, interests and connections. Since then, LinkedIn has launched many additional significant enhancements, including:

  • iPad app – April 26
  • Targeted company updates – June 19
  • Homepage redesign – July 16
  • Profile page redesign – August 20
  • Notifications – September 5
  • Company page redesign – September 6
  • Endorsements –  September 25

These enhancements address user experience, engagement, sharing, content consumption – even gamification (try to make just one endorsement – I dare you!) None of these enhancements, however, addressed publishing and content creation – until last week which saw LinkedIn launch a blogging platform built directly into the profile page.

Right now this feature is limited to about 150 thought leaders and influencers like Richard Branson and President Obama, but I fully expect it to be rolled out to all users eventually.

This is a real game changer for LinkedIn –  for law firm web publishing.

First, I predict that this feature will make LinkedIn as engaging as any other social site – or news platform site (like or for that matter. While LinkedIn users currently spend an average of 18 minutes a month on the site (accepting connections requests and nothing more, like the lawyers in my firm), LinkedIn has no trouble generating revenue via its recruiting solutions. Imagine how much more they can sell (and charge) when people are even more engaged and spending time discovering content and following thought leaders.

Second, this new feature should cause a real shift in the way we marketers think about the lawyer-authors in our firms. Suddenly, all our blessed and branded publishing channels – blogs, microsites, the firm website and email alerts, especially – are competing with a site that has 175 million users, and on which every one of our lawyers probably already had a presence.

If a lawyer wants to publish content – and getting it done via marketing isn’t lightening fast and easy peasy – which do you think he or she is going to choose? What’s better – seamlessly delivering your thoughts to an audience of 500 qualified readers that you know personally, or following established firm protocol and procedure which can be byzantine and bureaucratic? One of these options looks like an easy button to me.

It seems likely that a blogging feature on LinkedIn could be yet another nail in the coffin of  blogging as predicted by Adrian Lurssen. But could it also contribute to the end of the law firm website? After all, biographies are the center of the law firm web universe and LinkedIn has pretty much duplicated and improved every feature of the lawyer bio at this point. Maybe? Maybe not. But it’s an interesting question.

Regardless, if  we are the smart digital marketers that I know we are, we will include LinkedIn among the channels that we must COPE with – Create Once, Publish Everywhere – so that our lawyers and our brands both can benefit from the efforts involved in creating great thought leadership content.

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Molly Porter on Twitter

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“The Big Seed:” How law firms can aim big on the web

The first time I heard the phrase “big seed marketing” it set my gears turning.  I thought – how can law firms use the big seed to reach a larger audience, and increase success that our message reaches the right “ground?” It wasn’t until I spent some time with the humble samara that it all came together.

Every year about this time, the maple tree in our yard starts dropping thousands of “helicopters” – those spinning, double-sided seeds (fruits, actually, called “samaras”) that go everywhere.

This cleverly formed samara finds it way into the most interesting places – like the trunk of my car!

The success of the maple tree depends on these seeds –  and their success depends on how well they spread. A combination of aerodynamic form, a sticky surface, and sheer volume give the “helicopters”  a much better chance finding fertile ground on which they can root.

I can’t help but think of these seeds as a metaphor for digital communications and content marketing. I’m not the first to think this way. The term “big seed marketing” was first coined in 2007 by Duncan Watts and Jonah Peretti, and reintroduced to a new audience by Dan Zarella – Hubspot’s genius social media scientist – in his book “The Heirarchy of Contagiousness.”

In both pieces, the authors build out their ideas with a virus metaphor, rather than sticking with The Big Seed. Watts and Peretti focus on reach – the size of the initial wave of “infection” – to the exclusion of the qualities that help the idea spread. Zarella takes a deep dive into the specific qualities that make an idea “transmissible” and provides a lot of actionable tips (tweet at 4:30 pm, y’all!).

Personally, I’m not sure the virus metaphor can ever work for legal.  But the first time I heard the phrase “big seed marketing” (at the world’s most tweeted webinar) it set my gears turning. This is the power of a great metaphor. I thought – how can law firms use the big seed to reach a larger audience, and increase success that our message reaches the right “ground?” It wasn’t until I spent some time with the humble samara that it all came together in a simple formula:

(Good design + stickiness + quantity) x big reach  = best chance for new growth

Let’s unpack it!

Good design:

The samara’s special shape helps it take advantage of the wind and gravity, allowing it to travel far away from the parent tree – which casts too much shade to allow the seed to grow.

Similarly, you should do what you can to help your content soar. Create an editorial function that ensures your people are  producing high quality content that can be carried on the winds of  interests of your key targets and issues in the marketplace.

Many law firms make the mistake of leaving the editorial function almost entirely to the lawyers. If your “big seed” depends on their interest and availability, you will always be in a reactionary position, not strategic.

A strategic editorial function requires prioritization by the top levels of firm management and oversight by skilled and empowered editorial professionals. Their tools will include: editorial calendar, web-writing guidelines, clear approval and conflict-checking processes, and blueprints for various content types. This is a true communicator role, and should be integrated throughout the marketing function.

The objective should be the regular and frequent creation of relevant content that is cleanly formatted and well-written so it can  flow through various channels unimpeded.

For more on designing an excellent content program, see “Rebalancing for Content – The New Marketing Equation” by Rebecca Lieb.


Samaras have a sticky surface that helps them hitch a ride on animals and feet and noses especially. Again, this ensures they will move further from the parent tree and have greater chances of germinating.

What makes content sticky? According to the book “Made to Stick” – sticky ideas have 6 attributes which give them “SUCCES;”  Simplicity,  Unexpectedness,  Concreteness,  Credibility, Emotions and Stories.

Legal writing, on the other hand, can be very analytical, fact-based and yes, bland, to the detriment of simplicity, surprise and emotion. This might be okay for our lawyer constituency, but we also need to appeal to c-level executives and senior management who may not have a legal background, but play a critical role in legal services procurement. And let’s not forget, lawyers are humans too, and a certain kind of entertainment will always be appreciated.

The Deloitte “entanglement model” (talk about sticky!)  gives us some ideas on how to make our content stickier – by taking cues from B2C content marketing.

“We’re taking some pointers from B2C companies where the content is often short, sweet, and to the point, with the focus on benefits, and people are spoken to in a way they recognize. In the past, we often started with a white paper, with a big piece of thought leadership. We said, ‘What if we flip that around? What if we don’t start with the big thing but with the seed, the small idea?’ Not everyone is interested in a 20-page piece of content. Now we start with shorter pieces, such as our three-minute guides. We then look at the metrics see where the interest is; if there seems to be lot of interest in angle X, we’ll dive a little deeper there.”


Maple trees release literally thousands of seeds over a period of weeks.

Again, look at Deloitte’s entanglement model.

Instead of one big thing – a whitepaper or booklet – what if we acted like the maple tree and released a lot of little things? Or what if we divided our big things into a lot of little things – a chapter a day for 10 days?  Think conversation instead of thought leadership. Then take an inbound marketing approach – release and measure, release and measure – and  use feedback to produce more targeted and relevant stuff. Create a sense of momentum and expectation – then deliver on it. Again, talk about sticky!

Big Reach 

And finally,  start out big! In the words of Brad Smith, “Other people will spread your message, but only if you reach enough people first.”

Once you’ve produced your seeds – give them a big push through all available channels. Conversely, make the most of what you have by publishing it over and over and over in your various channels.

  • Email lists – Email is still king! A great email list is worth its weight in gold. Be sure to communicate with your lists frequently enough that they don’t forget who you are and unsubscribe.
  • Content Syndication – Services such as JD Supra, Lexology, Mondaq can help your content reach a much larger – and oftentimes more qualified – audience.
  • Social Media – This is probably the most important channel for big seed marketing, especially when you have hundreds or even thousands of amplifiers in your organization. For inspiration, look to Morgan Stanley’s social media program where – theoretically – 17,000 financial advisors can tweet a single piece of content. That’s a big seed!
  • SEO  – Give your content a home on a big, well-optimized site, where it can continue to garner views via keyword search over months and even years. Case in point, my firm has evergreen content that is over 10 years old that STILL gets thousands of views a year. Your archiving strategy should take this into account.

And finally – Patience

Did you know that it can take a single maple tree samara years to germinate and produce a tree? Again, this is a pretty good metaphor for the sales funnel in B2B and legal. It can take a very long time for a lead to produce business and typical ROI models don’t always work.

But with a lot of intentionality – and a little luck – your seeds will germinate, like this one.

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Molly Porter on Twitter

Molly Porter on LinkedIn

PDFs – Pretty Darn Fabulous for content marketing

Legal marketing has a long and complicated relationship with the PDF. When I first arrived on the scene in 2003, PDFs were commonly used for email alerts and newsletters. Almost as an afterthought, they were slapped up onto the firm website, where they would quickly disappear under the flow of new content (the curse of reverse chron). We knew the experience was imperfect, but we had few tools at our disposal to improve it.

I shouldn’t use PDFs on my site? O rly?

Things have changed a lot since then – when you know better, you do better right? Most firms send HTML newsletters and alerts now. These alerts, when done well, contain calls to action that link back to a page on the firm site where the recipient can read the full content and browse further.

Unfortunately, a few myths about PDFs persist in legal marketing circles – that they’re not good for SEO (o rly?), that they end or interrupt the user experience, that they’re unmeasurable and unshareable.

How do we square this way of thinking with the increasing demand for more in-depth, client-focused content?  PDFs are one of the only suitable document formats (along with .mobi and .epub) for the long form content that demonstrates the most value to prospects throughout the sales funnel. And they print beautifully – much more beautifully than many web pages.

So, to those of you who say you shouldn’t use PDFs on your site? Not so fast, my friends.

Granted, the thoughtful use of PDFs on your site requires care and attention – and governance. A decision tree  should be used to justify what gets made into a new page on your site, versus what can (and should) stand alone as a PDF. Then, a set of best practices must be set in place so that the PDF experience is both useful and usable for your site visitors.

Here are a few best practices for using PDFs on your site:

  •  Optimize for search. PDFs are fine for SEO as long as the source file was created in Word or another text editing program so that search engines can crawl them. Do not use Photoshop to create your PDFs, or worse, use a scanner. When creating your PDFs, make sure you fill out the meta data under File>Properties to increase the optimization of your documents. Additionally, the writing rules that govern well-optimized web pages apply to PDFs too. So let’s just stop pretending that PDFs don’t have SEO value – and start working to increase the value they add to our sites.
  • Create landing pages. If you’ve invested the time to create and format content for a PDF, make sure you let that content shine on your site. Give the PDF its own landing page with an abstract of the content, table of contents and cross links to related authors, practices and locations. Include a screen grab of the cover to make the page more visually appealing – and don’t forget the share buttons.
  • Match the content to the form. So what is the best kind of content for a PDF? Obviously, it needs to be long. But not just long – in depth. Good candidates for PDF content include surveys, handbooks, and reports that provide industry or legal insights across a variety of geographies. These tend to require a high level of effort to produce (and may even involve the writing talent of third parties) and a long lead time, but they have a long shelf life and are worth the investment. Make sure you appoint a business owner to all of your PDF longreads so that the content is kept up-to-date as the legal landscape changes.
  • Spread the word. Increase the reach of your longread PDFs by creating campaigns for them. Feature them on the homepage of your site and in banners throughout. Tweet each one numerous times at different times of day with various hashtags. Write separate blog posts for each chapter or section. Tie in a series of webinars around your findings.  You can also spread your PDF love by posting them on Slideshare, ScribD, Google Docs – they don’t call it the “portable” document format for nothing. And bonus – many of these sites have their own social tools and analytics to measure your reach.
  • Upgrade to 2.0 technology.  Finally, consider bringing your PDFs to life through the use of Zmag, NXTbook, 3D Issue, or similar. Many people think these formats are far superior to standard PDF, but I’m not sure I agree. While they look great, the controls may not be as familiar to mainstream law firm web audiences.
  • Publish an eBook. Did you know that PDFs are not optimized for mobile?  Why not publish an eBook alongside your standard PDF for desktop reading? Mobile is quickly becoming the standard for web browsing and your content should take those readers into account. Publishing an eBook requires the same effort in terms of writing, with a few additional steps at the end to publish to Amazon. Here’s a great article to tell you how: How Content Marketers Can Redefine the eBook

So there you have it –  a few thoughts on how strategically created and deployed PDFs can and should play an important part in your content marketing strategy.  Which side of the PDF debate are you on?

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Molly Porter on Twitter

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Ten ways your law firm website is foiling your content marketing efforts

Welcome to the third edition of Content Marketing Monday. In my last post on Mishcon De Reya, I explored how content marketing can help transform a firm’s brand. In this week’s post, I look at the current state of law firm websites as a vehicle for content marketing efforts.

“In today’s information age of Marketing and Web 2.0, a company’s website is the key to their entire business.” – Marcus Sheridan via Hubspot

Yep, it’s true. Even with the current focus on social media and content syndication and blogging, your firm’s website will always play a central role in your firm’s business strategy. After all, it’s out there selling for you 24/7. In the words of Chris Brogan “the Web is like your Hollywood agent: It speaks for you whenever you’re not around to comment.” What is your website saying about you and your firm?

HONG KONG - AUG 14, The busiest street, the Sai Yeung Choi Street South

Can your site visitors find what they want? Make it easy for them, and show some fun stuff along the way.

As I noted in my first post in this series, EVERY law firm does content marketing in one form or another – and the firm website is the biggest and most visible channel for distributing all this stuff. Some law firms produce  so much content that their “Hollywood agent” becomes a bloated database of newsletters, alerts and PDFs.  Since the majority of your firm’s content marketing is done by lawyers who could be billing for their time, we  should always ask ourselves if the firm’s site is doing their unbillable effort justice.

For example, one site I looked at had over 2000 publications alone. The listing page for pubs was the typical legal industry reverse chronological list  – sure, there were fields to sort and filter the content by practice, industry, etc, but unless you KNOW what you’re looking for, these fields aren’t very useful. An alert authored yesterday quickly becomes buried under today’s alerts, even if the content is still relevant.

This situation isn’t uncommon. I  look at law firm websites all day long (my own included) and find the same issues over and over and over.  I’ve collected those issues into a list here, in hopes they will be helpful to you. The list of suggestions below runs the gamut from design to information architecture and taxonomy. Some require technical intervention and others simply require better, more concise writing.

So here goes: 10 ways your law firm website is foiling your content marketing:

1) You bury the good stuff under piles of newer good stuff – reverse chronological order is the enemy of good content marketing. Listing pages are about as readable as a phone book.  The reverse chron approach is boring and old-fashioned and keeps useful evergreen content from surfacing at relevant points in the user journey. Break your content out of the reverse chron jail by adding splashy highlights to your big thought pieces throughout your site. Be generous and eyecatching! It’s okay – people will love your stuff.

2) You put too much on a page – resist the urge to post 14 paragraphs of content and 20 outbound links to related pages. Keep your content short and let microcontent and imagery speak for you. Make your links count   –  give them space and let them stand out. Your microcontent should support your claims of experience and knowledge. Make your outbound links a natural next step in the user journey.

3) You put too little on a page – a wall of text is boring to look at, let alone read. Use a variety of fonts and formatting, and – yes –  a photograph or image on your pages. These elements encourage reading and sharing. And remember that a large percentage of your site visitors bypass your homepage all together, via search. Make sure those site visitors get the most important messages on every interior page of your site.

4) You use tiny font – is it just me or are site fonts getting smaller and smaller? Use a large readable font for your content pages. And good news – serif is making a comeback for online reading . YAY. Check out the big beautiful serif font on Milbank’s site. I don’t even need my granny glasses! Protip: for the most gravitas and readability, use Baskerville.

5) You assume your site visitors know legal terminology – 
not all of your clients and prospects are lawyers. Some are C-level executives who play a role in legal procurement. Some are media who are looking for experts for a story. Do you really want to confound them by leading with a long list of your practices? No, I didn’t think so. Why not try grouping your content by business function, like Baker and McKenzie’s “Supporting Your Business” section?

6) You assume your site visitors know legal industry website conventions – News Pubs Events. News Pubs Events.  This phrase has become shorthand in the legal industry for content marketing stuff. We all know what these terms mean, and where we might find an “alert” versus a “press release” – but do your site visitors?  And do they really care what you call your stuff? Maybe you should try some topical labels – this is another chance to express your knowledge simply through wayfinding. Check out this fantastic set of labels on the Bain site.  Whereas most law firms will have a single link for publications, Bain breaks theirs apart into 4 categories covering 28 topics.

Publications on the Bain site.

7) You assume your site visitors know what they’re looking for – There is only one thing worse than a wall of text and it’s a wall of empty search filters. At the very least, your filters should be engaging and work in real time, like this lovely Intelligence page on the Foley & Lardner site. And check out those topics!

8) You don’t ask for any information in return for a download – you worked too hard to produce that content to give it away. Surely it’s worth a name and email address? Set the hurdle low and give immediate gratification. A name and email are probably enough information for you to gather – and provide the download on refresh or email it immediately. Also, don’t forget helpful messages, such as a “thank you” and invitation for feedback.

9) You ask for too much information – Please don’t make your users set up a password for your site or fill out a long form. They’ve got too many passwords to deal with already. Also, don’t make them compose an email (via a mailto link) to someone they’ve never met to ask for a publication. They’re too busy and no one likes to think they might be rejected.

10) You don’t offer a printable PDF version of the best content – PDFs were once considered the bane of a good website experience. Not anymore. A beautiful PDF is a pleasure to read, both online and in print – and can also be emailed to your Kindle for mobile reading. Give your PDFs a fantastic landing page that includes some or all of the content for online reading (and SEO)– and a link to the PDF for printing. Look at this example on the Bain site – “The Chemistry of Enthusiasm.” The landing page is a pleasure to read and the PDF gives additional value.

And last but not least – a BONUS 11th way your website is foiling your content marketing efforts:

You don’t provide share buttons – there is really no excuse for this anymore. The addition of share buttons should be a top priority for anyone running a corporate website. ‘Nuff said.

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Molly Porter on Twitter

Molly Porter on LinkedIn

Transforming a law firm into a luxury brand

As a huge fan of both fashion and contemporary art, imagine my delight at finding a blog that features Damien Hirst, Chuck Close, and public art installations alongside entries about Vivienne Westwood, Anna Wintour and sustainable fashion. Would you be surprised if I told you that blog was published by a law firm?

Welcome to the world of Lawfully Chic, the art, fashion and travel blog of London law firm Mishcon de Reya – and the focus of the first post in my “Content Marketing Mondays” series

Brands of Tomorrow on Lawfully Chic

Mishcon de Reya is a London-based law firm of about 300 lawyers. The firm recently cleaned up at The Lawyer Awards 2012 and the Legal Business Awards 2012, winning Law Firm of the Year and Real Estate Team of the Year at both. The firm’s prior claim to fame was representing Princess Diana in her divorce from Charles.

Mishcon’s bold new brand is the brain child of Elliot Moss, who came to the firm from the advertising world. As a result of his leadership, Mishcon de Reya  is up to numerous interesting things, from packaging their practices as branded products to “Jazz Shapers,” a radio show in which Moss interviews business leaders. What a clever way to cement relationships with clients and prospects. You can learn more about Moss and his plans for the firm in this recent interview in The Lawyer.

Lawfully Chic was launched in 2010 to support Mishcon de Reya’s Fashion and Retail practice. The blog answers the question “What makes Mishcon different?” by demonstrating that the firm understands the power of brand, and is both involved with and invested in the industry. Take, for instance, the recent post on “The Brands of Tomorrow” – an event the firm hosted in conjunction with Walpole, the association for British luxury brands. The event itself reflects Mishcon’s strategy to meet and support clients through strategic associations, as described by Moss in a 2011 event, recapped in this blog post by Kim Tasso.


What’s interesting about Lawfully Chic – and what sets it apart from other fashion and law blogs –  is that the majority of the posts don’t focus on the law or the firm, and most entries are written by journalists. This puts the blog squarely in the category of “soft content marketing” in which the brand doesn’t necessarily produce the content, but creates and supports the content environment. Another example is Lexus’ participation in Luxe Epicure, as described in this article by Content Marketing Institute.

In fact, Elliot Moss himself speaks about the “importance of content” in this video where he explains how production of content helps the firm control the messaging in addition to expressing a point of view.

As you might expect, Lawfully Chic also has a presence on Twitter – where the brand engages with their audience –  and Pinterest –  where the visual nature of the content really shines.

In addition to Lawfully Chic, Mishcon has also produced Debrett’s Guide to Civilised Separation, a collaboration between Mishcon’s family law practice, and  “Britain’s leading experts on manners and behaviour.”

Mishcon’s approach to content marketing and luxury branding is not for every firm. But in this instance, Lawfully Chic represents a lovely convergence of strategy, target audience and content.  So what are the key takeaways?

  • Match the content to the client – make it interesting, relevant, authentic and unique – and don’t be afraid to use outside writers when your lawyers aren’t subject matter experts.
  • Make  content marketing efforts a part of your overall strategy – use content to support, promote and amplify your offline activities with events and associations.

Tell me what you think about Mishcon’s content marketing in the comments – and join me next week as I delve into the content marketing of a very different (and much larger)  firm.

UPDATE: My planned post on the much larger firm morphed into something entirely different when I realized the degree to which most law firm websites are foiling good content marketing efforts. Read my rant here.

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Announcing – Content Marketing Mondays

What do law firm produced alerts, newsletters, email marketing, magazines, white papers, seminars, blogs and surveys have in common? Not only do make up a good portion of many law firm marketers’ workloads they are all examples of content marketing.

Content marketing is a newish concept that re-brands the longstanding marketing practice of custom publishing for the digital world order. Joe Pulizzi coined the term in the late aughts, and described it exhaustively in his 2009 book “Get Content, Get Customers.

Pulizzi defines content marketing as…

…a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. 

 History of Content Marketing Infographic

Like this infographic? Get more content marketing information from the Content Marketing Institute.

Sounds familiar! In fact, one of Pulizzi’s case studies features, the content marketing website of Pinsent Masons, a UK firm.

Content marketing is a smart umbrella description for what we’ve been doing in legal marketing at least since  I joined the industry – and probably long before. It puts the focus on content  at a time when brands need to think like publishers. And use of the the word “content” references the ultimate context for all of our content marketing efforts – the web and other digital media.

And oh yeah – there’s that part about driving profitable customer action, something we all want.

I’m not sure though that law firm marketers think of themselves as “content marketers”  – and certainly not to the degree that professional services and other B2B firms do. After all, is there a biglaw equivalent of McKinsey Quarterly – the ultimate content marketing piece in that space?  Or how about this terrific microsite for the IBM CEO study?

So, in an effort to learn more about the state of content marketing in law firms and to identify best practices, I’m starting a regular series of blog posts called “Content Marketing Mondays.” I’m going to search the web for the best examples of law firm content marketing and feature them here. In each blog post, I will dig in to answer questions such as:

  • How is the content marketing is featured on the firm’s website?
  • What visitor information is required to download or access the content?
  • What kinds of calls to action are used?
  • How does the content speak to the client’s needs or interests?
  • How is the content is disseminated via other channels – such as social media, syndication and search engine marketing?

I will publish the first post in the series next Monday. I have at least three firms I’m itching to feature, and all use content marketing in a very different way. Won’t you join me to find out who gets the honor?

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“Tumblr is the future” – for legal marketing? – UPDATED

I’m just crazy about Tumblr. The expression of a  “lifestream” in imagery and minimal text is both poetic and powerful – and it speaks to me. This wasn’t always the case, though. When Tumblr began to get buzz in 2009, I dismissed it as a platform for kids. All that changed in 2011 when J.Crew and Barack Obama launched Tumblrs. (I get a lot of ideas from Obama’s digital strategy, which is probably a blog post of its own.)  That’s when I got the itch to use Tumblr in a legal marketing context.

Summer Associate Tumblr

Summer Associate Tumblr

I finally got my chance this year with my firm’s newly launched legal recruiting blog (see accompanying photo).

What is Tumblr? If Twitter and Pinterest had a baby dressed in WordPress themes, that would be Tumblr.  It’s a quick blogging platform that combines text, imagery and social sharing to create a unique and engaging experience for bloggers and their followers.

Half of Tumblr’s visitor base is under the age of 25. On Quora, Dan Goodswen gives a pretty good breakdown of the demographics of Tumblr, ending with this claim:

Tumblr has an unchallenged dominance among the youth demographic, meaning advertisers and brands should finally sit up and take note – Tumblr is the future.

I think he’s onto something. As more and more people my age get Facebook fatigue, they are looking for other social channels on which to express themselves and connect – without the baggage of family and childhood friends to impinge on the fun. (Probably another blog post!)

As far as I can tell, Tumblr is not widely used in legal marketing, nor has it been widely discussed, suprising at a time when the legal marketing buzz is all about Pinterest, another platform that relies on visuals. Personally, I think Tumblr has a lot more potential as a legal marketing channel, especially when targeting recruits, or practices that focus on highly visual industries, such as art, fashion, music or travel. And it has some pretty impressive growth stats.

So, with this blog post, I want to introduce you to Tumblr, and give you a few ideas plus a few takeaways from my recent Tumblr launch. Continue reading to see how the Tumblr sausage gets made.

But first, a disclaimer:

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I am a praise singer! #SML12 follow-up

Chalk it up to beginner’s nerves. Or perhaps it was the breathtaking venue, or the dazzling weather. Any way you slice it, I forgot to say a few things at Hildebrandt-West LegalEdcenter’s Social Media for Law Firms in San Francisco aka #SML12.

The City Club of San Francisco

Allegory of California, 1930-31 (fresco) by Rivera, Diego

The theme of our panel was “Is Content King?” but somehow, I neglected to talk about my firm’s content! How did this happen? My focus was on my role as a web manager and how I employ social media to amplify our content. But the truth is, our content is really pretty fantastic and my job would be about one tenth as enjoyable if it weren’t for the interesting things I get to feature and share on a daily basis.

To open our panel, Adrian Lürssen told a wonderful story about Nelson Mandela’s praise singer. Adrian used the praise singer as a metaphor for content. Your content announces your presence and tells the world how great you are. But as he was telling the story, I was thinking – aren’t marketers praise singers too? So since I have your attention, I’d like to sing the praises of the ingenious and brilliant folks at my firm and the content they produce. This story also demonstrates how the production of great content can help energize and consolidate a global team. Shall we?

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