Good content has often been a single of the finest methods for a lawyer to establish and maintain a skilled reputation. In the hands of possible customers, superior content demonstrates your understanding of the law and your potential to do what you claim to do.

Let’s say you write an fantastic short article on the lately signed patent reform act.

Prior to the Internet, your alternatives for distribution of that short article would be limited. How should a dental associate approach pay negotiations? could submit it to print publishers who could choose regardless of whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it could be 3 months out of date.

In addition, you could snail mail a copy of your article with a cover letter straight to your list of consumers, prospective clients and referral sources. You could consist of 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 topic.

And that was about it. You actually had no way of knowing what occurred to that really hard copy – if the publication was study or if the envelope or newsletter was even opened.

Currently, thanks to the Internet, the possibilities for distributing a well-written and informative write-up (and all kinds of content material) to a wide range of interested parties are vastly expanded. So, as well, are the options for obtaining out if the write-up was opened, was study and prompted additional action on the portion of the reader.

In the Internet age, on-line content material advertising and marketing is the ideal way for lawyers and law firms to establish their reputations and attract new small business. And web visitors analysis is the ideal way for lawyers and law firms to measure the success of a content promoting campaign and move forward based on that facts. Content material marketing and internet analytics are inseparable parts of the exact same strategic course of action.

On line content material marketing and advertising for law firms

On-line content material advertising and marketing involves publishing content material (like the article on patent law) on your law firm’s internet site (which includes mobile web site version), client extranet internet sites or blogs. It entails the e-mailing of your post (or newsletter) to customers, potential clients, referral sources and media sources.

An integrated online advertising program is an crucial portion of a law firm’s advertising plan. Content material advertising includes distribution of your content using well-known social media web pages (like LinkedIn, Facebook, Twitter and YouTube) as nicely as profitable content syndication internet sites (like JD Supra, LegalOnRamp and Scribd).

Every single time your keyword-wealthy patent law short article is published on a single of these web-sites, it is indexed by Google and other search engines – enhancing results for searches on terms like your name, your law firm’s name, your geographic region and the relevant topic location.

The term ‘content’ applies to just about any type of material your firm is publishing. It applies to documents like press releases, expertise descriptions, lawyer biographies (profiles), client alerts, weblog post, white papers, e-mail campaigns and e-books on legal subjects.

Content material also includes non-written files, like an online ad campaign, courtroom graphics, a PowerPoint deck, or pictures of an open house or employee charity occasion. It involves on the web surveys along with survey benefits. And it surely contains audio or video recordings of a presentation, a seminar or a webinar.

All sorts of reputation-demonstrating content can be posted not only on your personal internet site, but also to a wide variety of (largely free) social media and content material syndication web sites. Once posted, this informative content is readily available 24/7 and around the planet.

Net analytics for law firms

Not only does the World-wide-web facilitate the wide distribution of content material,”it also makes it possible for lawyers and law firms to closely track distribution – to know how quite a few guests click on the content how a great deal time they commit reading, listening or viewing the content and exactly where (your web-site, search or some other web site) they located the content material.

Internet analytics is a procedure for collecting visitor or customer data, analyzing these data and creating reports on the general functionality of these different channels. It extends nicely beyond your web-site into virtually every single on the internet channel your law firm could be working with.

In the early days, web analytics applications focused on the easy measurement of activity on a law firm’s net web page. Today, a good law firm web page still consists of helpful details about the firm and its services, but the web page functions more like an interactive hub to which all of the firm’s online content material distribution efforts are tied.