If the legal marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you’ll need to generate content.

Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content requires hard work, and you must make the best of the writing you manage to produce. Here are some quick suggestions for making sure you use two of the most reliably produced types of legal marketing content as best you can.

Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve produced some quality, interesting material of any of the formats mentioned, don’t only send it out once or print it and leave it to sit in your office. You should distribute that content as widely as is possible. For every piece of written material you produce, consider:

- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly to referrers, associates and other professionals?
- Have I linked it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Are others in the firm aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into another kind of content and distribute in a different forum?

Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to become stale. All of that time involved in preparing them results in just one presentation. To get far more out of your presentation consider:

- What other companies may I present it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation to people who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?

Although these ideas might seem like more work just when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it’s much easier to use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.

Improve the results of all the time you put into law firm marketing and you’ll find that the next time you need to create content you’ll feel more positive about how effective that content will be.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law marketing, legal marketing and marketing for lawyers, contact John Gray today.

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