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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
By Jennifer S. Bankston
One of the most effective components of legal marketing is thought leadership content. With today’s available palette of media tools, law firms are able to design, build and customize the content that their client’s experience like never before. Ensuring that this “content experience” is profound and impactful is a necessary and critical endeavor.
By Eric Dewey
Requests for discounts have become a routine step in the legal services purchasing process. Lawyers face the uncomfortable task of defending their billing rates in both RFPs and client pitches. But too often, lawyers don’t make an effort to resist giving a discount when asked. Mostly because they haven’t been trained in how to do it.
By Marcie Borgal Shunk
In an era of “what’s in it for me,” leaders seeking to ensure the long-term well-being of the firm and its talent often find change initiatives especially challenging.
Sometimes, we over-engineer solutions. And most often, we don’t need to.