Excellent content material has generally been a single of the best methods for a lawyer to establish and retain a professional reputation. In the hands of prospective clients, excellent content material demonstrates your understanding of the law and your ability to do what you claim to do.
Let’s say Whistleblower Lawsuits create an fantastic write-up on the not too long ago signed patent reform act.
Prior to the World wide web, your selections for distribution of that write-up would be limited. You could submit it to print publishers who could choose irrespective of whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may well be 3 months out of date.
In addition, you could snail mail a copy of your report with a cover letter directly to your list of consumers, possible clientele and referral sources. You could involve it in the firm’s print newsletter. You could mail it to reporters covering the patent law beat and hope that they give you a get in touch with next time they are writing a story on that subject.
And that was about it. You seriously had no way of knowing what happened to that tough copy – if the publication was study or if the envelope or newsletter was even opened.
These days, thanks to the Online, the alternatives for distributing a properly-written and informative short article (and all sorts of content material) to a wide range of interested parties are vastly expanded. So, as well, are the choices for discovering out if the report was opened, was study and prompted additional action on the element of the reader.
In the Internet age, on the net content advertising and marketing is the finest way for lawyers and law firms to establish their reputations and attract new organization. And net website traffic analysis is the most effective way for lawyers and law firms to measure the results of a content material advertising campaign and move forward based on that info. Content marketing and advertising and web analytics are inseparable components of the similar strategic process.
On-line content material marketing for law firms
On-line content advertising requires publishing content (like the report on patent law) on your law firm’s web page (which includes mobile website version), client extranet sites or blogs. It includes the e-mailing of your write-up (or newsletter) to customers, prospective clients, referral sources and media sources.
An integrated on the net advertising and marketing system is an important part of a law firm’s advertising and marketing system. Content marketing entails distribution of your content material employing well-known social media internet sites (like LinkedIn, Facebook, Twitter and YouTube) as properly as successful content material syndication web pages (like JD Supra, LegalOnRamp and Scribd).
Every time your keyword-wealthy patent law post is published on a single of these web-sites, it is indexed by Google and other search engines – enhancing outcomes for searches on terms like your name, your law firm’s name, your geographic region and the relevant subject area.
The term ‘content’ applies to pretty much any kind of material your firm is publishing. It applies to documents like press releases, encounter descriptions, lawyer biographies (profiles), client alerts, weblog post, white papers, e mail campaigns and e-books on legal subjects.
Content also involves non-written files, like an on the net ad campaign, courtroom graphics, a PowerPoint deck, or pictures of an open property or employee charity occasion. It involves online surveys along with survey results. And it surely consists of audio or video recordings of a presentation, a seminar or a webinar.
All kinds of reputation-demonstrating content material can be posted not only on your own website, but also to a wide range of (mainly no cost) social media and content syndication websites. After posted, this informative content is available 24/7 and about the world.
Internet analytics for law firms
Not only does the World wide web facilitate the wide distribution of content material,”it also enables lawyers and law firms to closely track distribution – to know how numerous visitors click on the content how much time they devote reading, listening or viewing the content and exactly where (your internet site, search or some other website) they found the content.
Net analytics is a method for collecting visitor or customer data, analyzing these data and producing reports on the overall overall performance of these different channels. It extends nicely beyond your internet site into practically every single on the net channel your law firm may be applying.
In the early days, internet analytics programs focused on the straightforward measurement of activity on a law firm’s internet web page. Right now, a fantastic law firm web page nonetheless includes helpful details about the firm and its services, but the website functions much more like an interactive hub to which all of the firm’s on the web content distribution efforts are tied.