Content Marketing – Working Effectively with your Team

How To Get The Most Out Of Your Relationship With Your Content Marketer

The legal industry is embracing content marketing, but it’s still a relatively new concept for most law firms and challenging to do efficiently and effectively.  Here are a few tips for getting the most out of your relationship with your content marketer:

Law Firm Content Marketing
Components of Content Marketing

Be Clear

You don’t have to wait until inspiration strikes you (or them). Work out a schedule of content, so you know exactly what is coming, when. Just as you would calendar motions and court dates, professional social media marketers often calendar a set number of Facebook posts, tweets, and so forth, with a list of pre-determined topics, so that the content is constant and consistent and distributed to get you the visibility and type clients you want.

Ask Questions

Don’t be afraid to ask direct questions relating to terminology and tech jargon. For example, there’s a big difference between Facebook “shares” and Twitter “impressions,” doing a Reddit “AMA” versus “Facebook Live.” Make him explain the differences, both in technology and market impact, until you’re sure you understand.

Offer Constructive Feedback

There’s been something of a land rush in legal content marketing, so it can be hard for your marketer to know whether she’s staking the right territory.

It helps to give concrete, concise feedback, whether it’s related to the grammar of a specific item, or to more general takes on your practice of law. This is especially true when it comes to legal topics: Feel free to give your marketing pro specifics on necessary legalese, a heads-up on a thorny issue of a law, or fact patterns that you feel are relevant. A good professional should welcome these, because it will give her more material to draw on.

Check In On Emerging Trends

A few years ago, gurus predicted that Twitter would obliterate Facebook. But Facebook still dominates social media, and Twitter is on the ropes.

Things change and quickly. Regularly check in with your marketer, and ask what he’s hearing about emerging technologies and changing trends. Ask how he’ll incorporate new applications or outlets into your existing strategy. How important is this? Search the term “content marketing” and see what you find.  It’s overwhelming and fundamental to an effective digital marketing strategy today.  Content is the core of establishing your visibility, credibility and client development.

Call me if you need help or have questions.  (832) 656-0025







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