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:

  • 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…

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.

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.