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Marketing Tech: Using Technology to Streamline Content Marketing

By Jasmine C. Trillos-Decarie & Peter Ozolin

Google the phrase “content marketing” and the CPU on your notebook or tablet will almost explode with search results. Content marketing is hot, especially if you're trying to market legal services.

A case could be made, however, that content marketing has been with us for a long time. Back in the 90s (the 1990s that is), we used to call it a “newsletter” or “client alert.” Sending out alerts about new statutes or novel interpretations of the law and how it could impact one industry sector or another was not only good client service; it showcased the firm's expertise surrounding focus practices to the broader market and even the media. Back in the day, this content was printed on five or 10 pages of paper, stuck in an envelope and mailed. It seems almost quaint now!

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