Great content material has always been one of the ideal ways for a lawyer to establish and keep a experienced reputation. In the hands of potential consumers, excellent content demonstrates your understanding of the law and your ability to do what you claim to do.
Let’s say you create an exceptional short article on the lately signed patent reform act.
Prior to the Net, your solutions for distribution of that report would be restricted. You could submit it to print publishers who could decide whether or not or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may possibly be three months out of date.
In addition, you could snail mail a copy of your article with a cover letter directly to your list of clientele, possible clientele and referral sources. Exposure to Paraquat could include 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 subsequent time they are writing a story on that subject.
And that was about it. You actually had no way of realizing what happened to that tough copy – if the publication was read or if the envelope or newsletter was even opened.
Nowadays, thanks to the Web, the choices for distributing a effectively-written and informative write-up (and all types of content) to a wide variety of interested parties are vastly expanded. So, as well, are the solutions for acquiring out if the write-up was opened, was study and prompted further action on the part of the reader.
In the World wide web age, online content material advertising is the finest way for lawyers and law firms to establish their reputations and attract new enterprise. And web traffic evaluation is the ideal way for lawyers and law firms to measure the results of a content material promoting campaign and move forward based on that information. Content promoting and net analytics are inseparable components of the same strategic method.
Online content marketing for law firms
On the internet content advertising and marketing includes publishing content material (like the article on patent law) on your law firm’s internet site (such as mobile site version), client extranet web sites or blogs. It includes the e-mailing of your short article (or newsletter) to clientele, potential clients, referral sources and media sources.
An integrated on the internet marketing plan is an essential component of a law firm’s promoting system. Content marketing entails distribution of your content applying common social media internet sites (like LinkedIn, Facebook, Twitter and YouTube) as effectively as thriving content syndication websites (like JD Supra, LegalOnRamp and Scribd).
Every single time your keyword-wealthy patent law short article is published on one 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 area and the relevant subject region.
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, weblog post, white papers, email campaigns and e-books on legal subjects.
Content also incorporates non-written files, like an on line ad campaign, courtroom graphics, a PowerPoint deck, or photos of an open residence or employee charity occasion. It involves on the net surveys along with survey results. And it surely contains audio or video recordings of a presentation, a seminar or a webinar.
All sorts of reputation-demonstrating content can be posted not only on your own web page, but also to a wide variety of (mostly cost-free) social media and content material syndication internet sites. When posted, this informative content material is readily available 24/7 and around the globe.
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 visitors click on the content material how a lot time they devote reading, listening or viewing the content and where (your web site, search or some other internet site) they located the content.
Web analytics is a approach for collecting visitor or customer data, analyzing these information and producing reports on the general performance of these diverse channels. It extends well beyond your web-site into virtually each and every on line channel your law firm may well be utilizing.
In the early days, internet analytics applications focused on the very simple measurement of activity on a law firm’s internet website. Nowadays, a fantastic law firm website still includes useful facts about the firm and its solutions, but the web page functions far more like an interactive hub to which all of the firm’s on-line content material distribution efforts are tied.