Market-driven content: a powerful approach to voice your value.
Was pushing out self-promotional noise broadly targeting prospective clients ever an effective marketing practice?
Modern advancements in technology, more specifically in communications, have created a greater challenge in getting your message across, whether that is to reflect your value or to emphasize your potential. The demand for insightful content from law firms is on the rise.
Content marketing demonstrates thought leadership, which hopefully gets you on your target audience’s radar. Most importantly, it should demonstrate your knowledge and understanding of their business. What’s the best way to grow your knowledge and understanding of a client or prospect’s business? You guessed it, competitive intelligence.
Law firms who do content marketing well earn credit and respect for demonstrating that understanding of complex business issues impacting clients and prospects. The following are some interesting and important facts about content marketing:
- 8/10 executives and business owners prefer to receive information about a company through articles and blogs, rather than traditional advertisement
- Almost 90% of B2B marketers in North America use content marketing (this probably includes your competition)
- Most organizations reuse and repurpose their content marketing materials, which reflects the beneficial long-term value
What does success look like?
Major corporations want to hire outside counsel that they can trust. And to gain their trust, firms need to create a content trail that not only reflects their knowledge and understanding of the legal dynamics at play, but also of the business issues to be considered.
Your clients do not have time to educate attorneys about their sector or industry. The most successful law firms proactively demonstrate their value through content marketing, which is often powered by a successfully aligned competitive intelligence program.
Stay well informed and listen to our 5-minute Legal Innovation Podcast addressing the most recent trends and issues in the legal sector.
This article was originally published on ShiftCentral, now part of LAC Group.
Mario Thériault
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