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Law Firm Marketing and Business Development

Mapping Your Content for Potential Clients’ Planning Stage

At the “unawareness” stage of the buyer’s journey, potential clients may not have (or don’t know they have) a legal problem that requires a lawyer. They may not be “on the road.” Yet it’s important to consider prospects at this stage in your content planning, in part because clients can go from “not really looking” to “considering options” very quickly when the need for legal services arises.


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In my article in the March issue, I explained the essential elements of an effective content program, including well-defined content pillars, the right mix of content, and alignment with your business development objective.

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