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Don't Be Content with No Content Strategy: A Law Firm Content Strategy Primer
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.
While it's great to create a ton of content, without any kind of plan or guide, your content (and messaging) is all over the map (no pun intended). In order for your content to have real impact and to effectively support your firm's business development goals and objectives, you need to have a "content strategy."
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