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Five Truths About Law Firm Content Marketing

By Keith Ecker

While everyone was placing “content marketing” in their year-end lists of legal marketing trends, an important conversation was emerging among those who are immersed in content strategy and development. This discourse doesn't debate whether content marketing is a necessary part of a law firm's marketing plan. For those who get the concept, that's a given. Instead, this debate focuses on the endless barrage of articles and blog posts on the topic of content marketing that seem to hit our Twitter feeds and e-mail inboxes on a near-daily basis.

You see, there is an explosion of content on content marketing as everyone is trying to position themselves as experts on this tactic, one that is far from new but is only now getting the attention in the legal marketplace that it deserves. But what people are not talking about are the challenges of starting and managing a content marketing initiative. While there are no shortage of articles trumpeting the benefits of blogging, video production and other content-driven tactics, there is a dearth of information out there about the hurdles that a firm must overcome for it to maximize the return on its content marketing investment. After all, content marketing is far from a turnkey solution, and it requires a tremendous amount of thought and attention to succeed. That said, if you can pull it off, you are destined to trounce the competition.

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