This article appeared in Marketing the Law Firm, an ALM/Law Journal Newsletters publication reporting on the latest, and most effective, strategies for Chief Marketing Officers, Managing Partners, Law Firm Marketing Directors, Administrators and Consultants.
Whatever the size of the law firm, small, midsize or Big Law, marketing’s goal is to engage your target audiences and demonstrate your firm to be the authoritative leader in providing the solutions they should choose. As communications expert Seth Godin describes it: “Marketing is the act of telling a story so vivid and true that people who hear it want to tell other people.” One of the most effective components of legal marketing is thought leadership content. With today’s available palette of media tools, law firms are able to design, build and customize the content that their client’s experience like never before. Ensuring that this “content experience” is profound and impactful is a necessary and critical endeavor.
