The Write Stuff: Content Marketing, All in a Day's Work
Two recent posts by Kevin O'Keefe at Lexblog caught our attention. (You should be reading Kevin daily if you're not already: real lawyers not only have blogs, they also read 'em.)
The first responds to the perceived difficulty of generating good (marketing) content. A case for blogs, the post included the following points which especially resonate with our thinking here at JD Supra:
The various networking and publishing tools available online today are indeed highly effective (for referrals, exposure, networking, marketing, promotion - you name it), but they mean nothing if not backed up by quality work. To whit:
One blog post won't establish your reputation; blogging for the sake of blogging won't establish your reputation, either. But over time, if you use the online tools available to you - use them for all they are worth (and that's a lot!) - you can effectively extend your brand, your reputation, online.
We're with Kevin. Start a blog. But also let your daily work speak for itself. When next you go looking for new marketing content, start with the documents already at your disposal. Build a professional profile and get them online.
In other words: Give Content. Get Noticed.
The first responds to the perceived difficulty of generating good (marketing) content. A case for blogs, the post included the following points which especially resonate with our thinking here at JD Supra:
Kevin's other post is a response to the notion, paraphrased here, that the only reason for an online presence (blog, website, whatever) is to achieve high rankings in Google. Incorrect, says Kevin - and we agree with him.
- Lawyers like the immediacy of seeing content on [the] net. They see something they want to share with clients, prospective clients, bloggers, and reporters and it's up in a day - or even immediately.
- [The] viral marketing bounce of blogs motivates lawyers. Content found on Google. Calls from reporters. Requests to speak at conferences. Content automatically syndicated to third party publications...
The various networking and publishing tools available online today are indeed highly effective (for referrals, exposure, networking, marketing, promotion - you name it), but they mean nothing if not backed up by quality work. To whit:
Rise above the pack. Be the lawyer you want to be in the area of law for which you have a passion... Establish a reputation that's not fleeting. It can be done via online networking through effective blogging - not by just being at the top of Google.Strong arguments not only for blogging but also for posting your daily work - briefs, articles, and the rest - online. If a good blog post takes less than half an hour to write, consider how long it takes to upload a document already created during the course of your work, that shows in clear terms your expertise and quality level. Mere minutes.
One blog post won't establish your reputation; blogging for the sake of blogging won't establish your reputation, either. But over time, if you use the online tools available to you - use them for all they are worth (and that's a lot!) - you can effectively extend your brand, your reputation, online.
We're with Kevin. Start a blog. But also let your daily work speak for itself. When next you go looking for new marketing content, start with the documents already at your disposal. Build a professional profile and get them online.
In other words: Give Content. Get Noticed.
Thanks for referencing my posts Adrian. So much misinformation and half truths out there when it comes to lawyers creating an effective online presence and enhancing their reputation via the net. Nice to see others championing some things that work.
And you're spot on that it's not one thing that allows lawyers to achieve their goals. Wise use of multiple online tools, whether it be JD Supra, blogging, LinkedIn, or whatever makes for effective networking and reputation building.
By the way, you guys publish an awesome blog - keep up the great work.
Your recommendation to read Kevin's blog is 100% spot-on. I view it as essential; he is so far out in front of just about everyone else when it comes to law firm marketing, it isn't even funny.