The Crown Jewel of Content Marketing: Storytelling

The legal profession has come a long way, baby. Social media marketing has taken a firm hold in the legal profession. At this point only the laggards remain uninvolved in any social media. And to think the ABA Technology Committee published this quote back in 2016, “Taking control of your online presence is a necessity, and there are few better ways to do so than social media. Used carefully, social media can give your firm a voice, amplify your professional reputation, and help drive new business.

Content marketing is king but the crown jewel of content marketing is allowing your knowledge to shine through storytelling. I mean who doesn’t want to hear a great story? By combining fresh content in your area of expertise or brand with stories about your industry, clients, organizations and experiences, attorneys can provide interesting and compelling reading to clearly and meaningfully demonstrate their knowledge and brand distinction.

Take the boutique law firm of Tredway Lumsdaine & Doyle (TLD Law). They qualified this year to become a member of the National Association of Minority and Women Owned Law Firms (NAMWOLF). Less than 2% of all law firms qualify. The firm recognizes the enormous opportunity it possesses to let its branded culture of diversity and inclusion shine. To TLD, it is more than just having diverse bodies in the firm, it’s also the ability to incorporate a variety of opinions, ideas and concepts when solving challenging legal issues that make this claim come alive. Fortune 500 companies seek out NAMWOLF members to help fulfil their need and/or requirement to hire minority and diverse attorneys. Storytelling, as a part of a well-defined content marketing strategy, can increase the ability for TLD Law to earn more client and potential client engagement.

The firm has embraced storytelling and branded messaging as part of its content marketing to consistently expand its presence in the marketplace with clients and potential clients.

What area(s) do you wish to promote and be known for? Once an attorney or law firm fleshes this out, it’s only a matter of time using consistent storytelling and content marketing to increase your practice’s footprint and business development success.

 

 

The Sky’s the Limit!

The sky may be the limit now for small and mid-size firms to successfully target, court and convert larger company clients. In fact during a recent interview with the Director of Legal Operations at a Fortune 500 insurance corporation, I was told, “We like working with mid and smaller size firms because they tend to give better service and are more open to forming ‘sticky’ relationships with us. They seem more interested in understanding our pain points. Frankly, we find it easier to form strong relationships with them. Mid-size and small firms are starting to capture a big slice of the work these days.”

According to this article published by General Counsel News, “Companies want Smaller Firms But are Having Trouble Finding Them.”

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Is Lawyer’s Trusted Advisor Status in Jeopardy?

The Problem

According to James Bliwas, Senior Marketing and Communications Strategist, “This news ought to be deeply disturbing to managing partners and lawyers regardless of the size of their firm: Attorneys are losing their once-reverent position as businesses most-trusted advisor.” Continue reading Is Lawyer’s Trusted Advisor Status in Jeopardy?

Five Tried-and-True Tips to Make Your Twitter Profile More Engaging

These well thought out and simple tips for incorporating Twitter into your social media and content marketing are worth reading about. It’s not as hard as you think. These tips are focused on the Real Estate Industry but easily apply to any profession.

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10 Reasons to Share Articles to LinkedIn

Staying top of mind with in-house counsel, clients, prospective clients and referral sources is a major reason to post content on LinkedIn. Posting gives you the opportunity to show you have the latest information in your area of expertise, whether it is original content or posting someone else’s great article, such as this one, demonstrates your depth of knowledge. Be a thought leader and post away.

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LinkedIn: Do I have to? Some Resistance Continues

         Published in JD Supra Perspectives 2017

According to the 2016 American Bar Association Technology Report, “Taking control of your online presence is a necessity, and there are few better ways to do so than social media. Used carefully, social media can give your firm a voice, amplify your professional reputation, and help drive new business.”

Yet many attorneys and other professional service providers continue to avoid this reality. Social media and content marketing are this new reality but excuses and resistance to change still abound. With so many different social media platforms let’s narrow the focus of this conversation to the #1 platform for business – LinkedIn.

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Corporate Legal Departments Feel Success after Conducting Client Feedback Program

The legal department of a Fortune 500 company was reviewing their legal operations practices and interactions with their internal clients. Under the leadership of  their Senior Vice President and General Counsel, the legal department of 25 attorneys decided to ask their internal clients at the company how their services were being viewed and what could be done to improve upon them.

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The Living Breathing Brand of the Jeffrey M. Verdon Law Group

The following is an interview with Jeffrey Verdon, managing partner of the Jeffrey M. Verdon Law Group based in Newport Beach, California. Jeff has been living and expanding the firm’s brand for years. The firm’s band, The Fusion of planning and protection, is an evergreen part of how the firm operates, treats their clients and expands their practice. Jeff is a testament to how a thoughtful and meaningful brand can be a successful living concept which truly reflects what a firm stands for and is all about. Continue reading The Living Breathing Brand of the Jeffrey M. Verdon Law Group