Topic: social media

One Thing You Should Do To Every Title Before You Hit ‘Publish’

Test it on Twitter. That’s it. Which is not to say: tweet out your title before you have a link to accompany it. Rather, open a window for a tweet and paste your prospective title into it, specifically to measure how many characters you use. Less then 115? Good. Your title is likely tweetable (is… Read more »

Make It About Your Clients

My colleague, Adrian Lurssen, has a presentation about what makes some pieces of content more popular than others – and he ends with the above point. Don’t write about the law; write about how the law impacts the people you serve. In other words: make it about your clients. Adrian’s point is about content marketing… Read more »

Paul’s Perspective: Write Early, Write Often…

One update is good. Several updates are much better… You’ve probably heard this piece of content marketing advice before, said one way or another. When it comes to showcasing your expertise through your writing, try to “go big” on a particular topic. The more you write on a matter, the more chances you have of… Read more »

What Does Marketing Mean Anyway? (Maybe the Opposite of What You First Think…)

 Yesterday, legal marketer extraordinaire (and Barger & Wolen CMO) Heather Morse invited Paul Ryplewski and me to lunch with a handful of her firm’s blogging attorneys. I tend to over think things and, as I collected my notes for the roundtable, I had an over-thought about marketing that might deserve to be repeated here. As… Read more »

Turning Attention Into Opportunity: What To Do When Readers ‘Like’ Your Content on Social Media

We regularly hear from attorneys and law firm marketers who are pleased that their valuable analysis, commentary, and news is well liked on social media. What we don’t see as often from law firms is follow-up: making the most of that attention and turning it into opportunity. So what should you do if your legal… Read more »

Discovery and Habit: Two Foundational Goals of Your Firm’s Content Strategy

 As you plan your law firm’s content strategy, I think it important to measure your efforts against two big-picture goals: Discovery and Habit. I use those words in particular because they clarify how you are seen in the minds (and actions) of the people you are trying to reach, your online audience of readers. Here’s… Read more »

Henry James, Shareable Content, What Keeps Your Client Up at Night, and Your Law Firm’s Brand Visibility

Recently in San Francisco during the LMA Tech conference, LXBN’s Colin O’Keefe asked me a question about “shareable content” to which I gave a rather unsatisfying answer. You can watch the video above to see for yourself. This quick video Q&A came moments after a panel in which I (along with Stefanie Marrone of Mayer… Read more »