Have you thought about how to stay top-of-mind with your clients and prospects and build your public reputation without coming across as “too aggressive”? Consider content marketing as a way to communicate with your target audience.
What is content marketing? It’s the development, publication and distribution of original content such as news alerts, blog posts, case studies, white papers, videos and photos for the purpose of showcasing your expertise and knowledge to your target audience. All you need to do is provide relevant and valuable (not to mention free) information to educate your readers.
Here are a few tips on how to bolster your content marketing strategy:
- Post original and timely content to your website on a consistent basis.
- Republish your PR initiatives and bylined article placements on your website.
- Distribute useful and informative content via email newsletters, client alerts, social media sites, and content syndication sites such as JD Supra and Scribd.
- Segment your audience and understand what content to deliver to which audience.
- Develop a mix of both written and visual content.
- Link to other useful sites that provide relevant information on topics of interest to your clients.
- Monitor your Web analytics to measure the success of your content marketing program and adjust accordingly.
What is the result? Committing to a strong content marketing campaign will position your firm and its attorneys as thought leaders and go-to resources, resulting in brand recognition, loyalty and, ultimately, real leads and new business.