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Articles. Blog posts. Client alerts. White papers. Thought leadership. Lawyers and law firms pump out an incredible amount of content. And somewhat rightly so — as lawyers, from their early days in law school, are taught to analyze situations in writing and then solve the legal issues the situations present in writing. And clients do read (and appreciate) good, useable content written by lawyers. According to Greentarget’s 2018 State of Digital & Content Marketing Survey, 71% of in-house counsel say that “utility/usefulness” are the main attributes that attract them to law firm content.
*May exclude premium content
How Law Firms Are Overcoming New Business Development Challenges
By Julie Savarino
With the intense competition for new legal work, demands on lawyers’ available time and the increasing discounts clients demand, it’s getting harder for law firms operating under a billable-hour business model to support the consistent development of new legal work by investing in and maintaining a marketing department alone.
Competitive Intelligence: Identifying Business Indicators That Lead to Legal Needs
By Stacy Zinken
It’s not enough these days to simply react to clients, the best attorneys are those who can anticipate a legal need before it happens and be proactive in reaching out to clients. To be first to a client, lawyers need a keen understanding of how business indicators connect to legal needs and have a strategy to track and analyze the path as it unfolds.
Leadership in Law: Getting a Seat at the Table
By Peter A. Johnson
How Law Firm Marketers Can Assume a Leadership Role
The marketing director needs to gain “a seat at the table” in order to have a voice in planning, and to be viewed as an integral member of the firm’s management team. How do you go about earning that seat?
Marketing Tech: 5 Challenges Facing Firms Trying to Boost Marketing With Tech
By Frank Ready
Firms are embracing new technologies to help drive marketing efforts and reach new audiences, but doing so may require some uncomfortable changes to the ways that attorneys have traditionally thought about building their brands.
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