Excellent content material has always been one particular of the very best techniques for a lawyer to establish and maintain a qualified reputation. In the hands of potential consumers, great content material demonstrates your understanding of the law and your ability to do what you claim to do.
Let’s say you create an superb post on the recently signed patent reform act.
Prior to the World wide web, your solutions for distribution of that post would be restricted. You could submit it to print publishers who could make a decision regardless of whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may be three months out of date.
In addition, you could snail mail a copy of your short article with a cover letter directly to your list of clientele, potential consumers and referral sources. You could consist of 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 call next time they are writing a story on that subject.
And that was about it. You really had no way of being aware of what occurred to that difficult copy – if the publication was read or if the envelope or newsletter was even opened.
Nowadays, unsafe overtaking to the World wide web, the solutions for distributing a well-written and informative report (and all kinds of content material) to a wide variety of interested parties are vastly expanded. So, also, are the solutions for locating out if the post was opened, was read and prompted additional action on the aspect of the reader.
In the World wide web age, on-line content material advertising is the best way for lawyers and law firms to establish their reputations and attract new business. And internet visitors analysis is the most effective way for lawyers and law firms to measure the achievement of a content material advertising campaign and move forward based on that info. Content material advertising and marketing and internet analytics are inseparable parts of the exact same strategic method.
On line content material advertising for law firms
On line content material marketing involves publishing content material (like the report on patent law) on your law firm’s website (including mobile site version), client extranet websites or blogs. It entails the e-mailing of your write-up (or newsletter) to clientele, possible clients, referral sources and media sources.
An integrated on-line advertising system is an necessary component of a law firm’s promoting system. Content advertising and marketing requires distribution of your content material using common social media sites (like LinkedIn, Facebook, Twitter and YouTube) as properly as profitable content material syndication sites (like JD Supra, LegalOnRamp and Scribd).
Every single time your keyword-rich patent law post is published on 1 of these internet sites, it is indexed by Google and other search engines – enhancing benefits for searches on terms like your name, your law firm’s name, your geographic location and the relevant subject area.
The term ‘content’ applies to almost any kind of material your firm is publishing. It applies to documents like press releases, expertise descriptions, lawyer biographies (profiles), client alerts, blog post, white papers, email campaigns and e-books on legal subjects.
Content also involves non-written files, like an on line ad campaign, courtroom graphics, a PowerPoint deck, or photos of an open home or employee charity occasion. It involves on the internet surveys along with survey results. And it unquestionably contains audio or video recordings of a presentation, a seminar or a webinar.
All kinds of reputation-demonstrating content can be posted not only on your personal web-site, but also to a wide variety of (mostly totally free) social media and content material syndication web pages. As soon as posted, this informative content material is obtainable 24/7 and about the world.
Web analytics for law firms
Not only does the Net facilitate the wide distribution of content,”it also permits lawyers and law firms to closely track distribution – to know how lots of guests click on the content how much time they spend reading, listening or viewing the content material and exactly where (your web-site, search or some other web page) they located the content.
Web analytics is a method for collecting visitor or consumer information, analyzing those data and generating reports on the general functionality of these diverse channels. It extends effectively beyond your web site into practically every on-line channel your law firm could possibly be making use of.
In the early days, internet analytics applications focused on the basic measurement of activity on a law firm’s web internet site. Currently, a great law firm web-site still consists of helpful information about the firm and its services, but the web-site functions extra like an interactive hub to which all of the firm’s on the internet content material distribution efforts are tied.
