LinkedIn has done it again. No longer are they just the professional networking medium of choice, but they are now a publishing platform with the introduction of Pulse - A platform that allows you to publish long form posts on the site. Here is one way you can take advantage of Pulse to increase page views, while encouraging attorneys to participate in the content creation. Heres your Legal Blogging tip of the day!
Building a content strategy is important, but following up with ideas jotted in your notebook or shared via email doesn’t a strategy make. While attending the Legal Marketing Associations Annual meeting this year, we met with several marketers who shared that they not only do not have a documented strategy, but they do not have a shared concept of what strategy should be throughout the departments of their firm.
The reality of the legal industry is that people are no longer turning to the yellow pages or their friends for legal advice or attorney recommendations; they're turning to google.
"More than 35% of legal consumers start their search for an attorney using online resources" (Rocket Matter).
A thought leadership strategy is a must in today’s legal services marketplace. If done well, its execution will develop existing and prospective client relationships. Thought leadership not only extends visibility, but it can demonstrate your knowledge and understanding of a client’s business.
In order for lawyers to position themselves as industry thought leaders, they need to create compelling content. Storytelling is an excellent way to accomplish this. People relate to stories. They see bits of themselves in your protagonist. They associate the antagonist and conflict with the problems in their own lives and they share in the joy and reward when the main characters finally achieve their goals.