2011: The Year That Content Marketing Becomes King

by Great Jakes Marketing
Contact

2011: The year that content marketing becomes king

I recently stumbled over an old New York Times article that declared 2005 to be the year that law firms embraced “branding.” The article got me thinking. When it comes to legal marketing, what can we expect 2011 to be known for?

Social media? Perhaps.

However, in my opinion, social media is only a small part of the story. After some serious reflection, I’ve concluded that 2011 will likely go down in legal marketing history as the year that content marketing became king.

Why content? Why now?

Several trends in the legal marketplace – and society as a whole – are converging to make content marketing (i.e., “thought leadership” articles, newsletter, blog posts, etc.) more valuable than ever. These trends include:

An Increased Skepticism of Marketing – Over the past 25 years, our society has become increasingly numb to marketing messages. As a result, it’s no longer enough to simply claim that you’re the best – you have to prove it. Content marketing gives attorneys the platform to do so.

A Trend Towards Specialization – Routine matters are increasingly being handled by in-house legal departments. This means that the work given to outside counsel tends to concern highly specialized, bet-the-company matters. Content marketing is simply the best way for attorneys to demonstrate that they have the specialized expertise that clients are looking for.

An Increased Reliance on Websites – A 2009 survey (conducted by the Wicker Park Group) showed that nearly all general counsel visited attorney bios on a firm’s website when considering hiring them. What are they seeing? In most cases, not much. Attorneys are now recognizing that this is a problem – and remedying it by beefing up their bios with articles, case studies, blog posts, etc.

The Emergence of Social Media – As attorneys embrace social media marketing, they are coming to the realization that it’s not sufficient to simply “be social.” Increasingly, it’s becoming clear that an effective social media marketing campaign requires you to be a “thought leader” in your niche. And that means generating insightful, cutting-edge content.

A Realization that Content Marketing Works – A recent survey by The Brand Research Company found that 53% of executives surveyed have put a firm on their short list based on the information found on the firm’s site. Data like this indicate that attorneys offering the highest quality content are best positioned to reap the benefits.

Where is this leading us?

We’re heading towards a major shift in the way that law firms think about their websites. The idea that a law firm website is an “online brochure” will fade. Instead, the next generation website will be thought of as a publishing platform for thought leadership content.

More about this in my next post...

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Great Jakes Marketing
Contact
more
less

Great Jakes Marketing on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.