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If you were unable to attend the recent Legal Marketing Association's Tech Conference in SF a few weeks back, here is a good articlefrom Sayre Happich from The Bar Association of San Francisco that provides a summary of a panel presentation where law firm marketers discussed their approach to content marketing at their law firms.
Here are a few take-aways: 1)To be successful in content marketing you must find an area of the law that is your niche. 2) It is important to understand the different types of media and platforms. 3) Any firms can build a blog, but it takes time, energy and savvy to build an audience for the blog. 4) "Newsjacking" is a good technique for lawyers to use to keep their content fresh and relevant. 5) Firms must understand the client journey and what it takes to get a client and maintain a client. 6) The importance of video is rising significantly. 7) Use Pinterest and other visual social networks in a creative fashion to drive more traffic to your site and blog.
The slides from this presentation can be found on the Legal Marketing Association website.
What are your thoughts on how lawyers should create engaging and compelling content? Do you have any tips that you can share? Do you have a content marketing strategy at your firm?