Excellent content has often been one particular of the finest strategies for a lawyer to establish and keep a specialist reputation. In the hands of possible clientele, very good content material demonstrates your understanding of the law and your capacity to do what you claim to do.
Let’s say you create an outstanding write-up on the recently signed patent reform act.
Prior to the Online, your solutions for distribution of that short article would be limited. You could submit it to print publishers who could make a decision 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 By the time it appeared on a client’s desk, it may well be three months out of date.
In addition, you could snail mail a copy of your post with a cover letter straight to your list of customers, prospective customers and referral sources. You could contain 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 truly had no way of realizing what happened to that really hard copy – if the publication was read or if the envelope or newsletter was even opened.
Right now, thanks to the Online, the solutions for distributing a well-written and informative write-up (and all sorts of content) to a wide range of interested parties are vastly expanded. So, too, are the solutions for getting out if the article was opened, was read and prompted further action on the element of the reader.
In the Online age, on-line content material advertising is the ideal way for lawyers and law firms to establish their reputations and attract new small business. And net website traffic analysis is the ideal way for lawyers and law firms to measure the accomplishment of a content advertising and marketing campaign and move forward based on that info. Content material promoting and internet analytics are inseparable parts of the identical strategic procedure.
Online content marketing for law firms
On-line content advertising involves publishing content material (like the short article on patent law) on your law firm’s website (which includes mobile web site version), client extranet websites or blogs. It includes the e-mailing of your short article (or newsletter) to customers, prospective customers, referral sources and media sources.
An integrated on the internet promoting system is an important part of a law firm’s advertising and marketing program. Content advertising and marketing entails distribution of your content applying popular social media sites (like LinkedIn, Facebook, Twitter and YouTube) as effectively as profitable content syndication web sites (like JD Supra, LegalOnRamp and Scribd).
Each time your keyword-rich patent law report is published on 1 of these websites, it is indexed by Google and other search engines – enhancing final results for searches on terms like your name, your law firm’s name, your geographic area and the relevant subject location.
california red light camera ticket ‘ applies to pretty much any type of material your firm is publishing. It applies to documents like press releases, practical experience descriptions, attorney biographies (profiles), client alerts, blog post, white papers, email campaigns and e-books on legal subjects.
Content also contains non-written files, like an on the web ad campaign, courtroom graphics, a PowerPoint deck, or photos of an open home or employee charity occasion. It includes on the internet surveys along with survey benefits. And it unquestionably involves 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 own site, but also to a wide range of (mainly cost-free) social media and content syndication web sites. Once posted, this informative content material is available 24/7 and about the world.
Web analytics for law firms
Not only does the Net facilitate the wide distribution of content,”it also allows lawyers and law firms to closely track distribution – to know how lots of visitors click on the content how much time they devote reading, listening or viewing the content and where (your site, search or some other web page) they located the content.
Web analytics is a method for collecting visitor or consumer data, analyzing these data and producing reports on the overall functionality of these diverse channels. It extends properly beyond your site into practically every on line channel your law firm might be making use of.
In the early days, web analytics programs focused on the easy measurement of activity on a law firm’s net internet site. Now, a very good law firm internet site still consists of beneficial data about the firm and its solutions, but the web-site functions extra like an interactive hub to which all of the firm’s on line content material distribution efforts are tied.