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Marketing the Law FirmFeaturesLaw Firm Client RelationshipsLaw Firm Marketing and Business Development

Linking Content into the Client Journey: Why Content Experience Matters

By Jennifer S. Bankston
February 01, 2020

Whatever the size of the law firm, small, midsize or Big Law, marketing's goal is to engage your target audiences and demonstrate your firm to be the authoritative leader in providing the solutions they should choose. As communications expert Seth Godin describes it: "Marketing is the act of telling a story so vivid and true that people who hear it want to tell other people." 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.

What Is Content Experience?

By definition, content experience is the comprehensive digital interactions someone has with a firm's subject matter and the impression it leaves on them. It is comprised of a three-step approach — presentation, structure and engagement.

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