Good content has always been one particular of the finest strategies for a lawyer to establish and maintain a professional reputation. In the hands of possible customers, superior content material demonstrates your understanding of the law and your capability to do what you claim to do.
Let’s say you create an outstanding article on the not too long ago signed patent reform act.
Prior to EleCare Baby Formula , your solutions for distribution of that report would be limited. You could submit it to print publishers who could decide whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may well be 3 months out of date.
In addition, you could snail mail a copy of your short article with a cover letter straight to your list of customers, possible clients and referral sources. You could incorporate it in the firm’s print newsletter. You could mail it to reporters covering the patent law beat and hope that they give you a get in touch with next time they are writing a story on that subject.
And that was about it. You definitely had no way of realizing what occurred to that challenging copy – if the publication was read or if the envelope or newsletter was even opened.
These days, thanks to the Internet, the alternatives for distributing a well-written and informative post (and all sorts of content material) to a wide variety of interested parties are vastly expanded. So, as well, are the options for finding out if the short article was opened, was read and prompted further action on the portion of the reader.
In the World-wide-web age, on line content marketing and advertising is the greatest way for lawyers and law firms to establish their reputations and attract new small business. And web traffic analysis is the greatest way for lawyers and law firms to measure the success of a content material advertising campaign and move forward based on that info. Content promoting and internet analytics are inseparable components of the same strategic process.
On-line content marketing for law firms
On line content advertising includes publishing content (like the article on patent law) on your law firm’s web page (including mobile web-site version), client extranet web sites or blogs. It entails the e-mailing of your post (or newsletter) to consumers, prospective clientele, referral sources and media sources.
An integrated on the internet promoting program is an crucial portion of a law firm’s marketing plan. Content advertising entails distribution of your content material applying well-liked social media sites (like LinkedIn, Facebook, Twitter and YouTube) as well as effective content material syndication websites (like JD Supra, LegalOnRamp and Scribd).
Every time your keyword-rich patent law article is published on one particular of these internet sites, it is indexed by Google and other search engines – enhancing final results for searches on terms like your name, your law firm’s name, your geographic area and the relevant topic region.
The term ‘content’ applies to nearly any type of material your firm is publishing. It applies to documents like press releases, experience descriptions, lawyer biographies (profiles), client alerts, blog post, white papers, e-mail campaigns and e-books on legal subjects.
Content material also contains non-written files, like an on the web ad campaign, courtroom graphics, a PowerPoint deck, or images of an open home or employee charity event. It includes on the web surveys along with survey final results. And it definitely includes audio or video recordings of a presentation, a seminar or a webinar.
All varieties of reputation-demonstrating content can be posted not only on your own web-site, but also to a wide range of (mostly cost-free) social media and content syndication websites. Once posted, this informative content is available 24/7 and around the world.
Web analytics for law firms
Not only does the World-wide-web facilitate the wide distribution of content,”it also makes it possible for lawyers and law firms to closely track distribution – to know how several visitors click on the content how substantially time they invest reading, listening or viewing the content and where (your site, search or some other web site) they found the content material.
Net analytics is a procedure for collecting visitor or customer information, analyzing those information and producing reports on the general performance of these various channels. It extends effectively beyond your website into virtually each and every online channel your law firm may possibly be applying.
In the early days, internet analytics applications focused on the easy measurement of activity on a law firm’s net web site. Today, a good law firm website still includes valuable data about the firm and its solutions, but the internet site functions additional like an interactive hub to which all of the firm’s on the net content material distribution efforts are tied.