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Voice of the Client: Put Your Best Foot Forward in the New Year — Revaluating Content Strategy

By Jen Betterncourt

As the holiday season approaches, some attorneys are focused on helping clients achieve year-end objectives or working toward billable targets, while others are vacationing. This presents an opportunity for in-house marketing professionals to leverage any dip in business development activity to evaluate and tweak their content strategy before things heat up in January.

While reputation goes a long way in attracting new clients, having a solid content strategy is a critical component of the legal sales cycle at all turns, including retaining the clients you have. As legal marketers, we sell trusted advisors. Attorneys earn “trusted advisor” status over time through relationship building, preemptively identifying client needs and providing solutions. Pushing out timely and consistent content is a key way to do this.

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