Content Advertising and marketing and Internet Analytics: The Yin and Yang of Any Productive Law Firm Advertising Campaign

Great content has normally been one of the best strategies for a lawyer to establish and preserve a skilled reputation. In the hands of prospective customers, fantastic content material demonstrates your understanding of the law and your capacity to do what you claim to do.

Let’s say you write an outstanding report on the lately signed patent reform act.

Prior to the Net, your possibilities for distribution of that post would be limited. You could submit it to print publishers who could make a decision whether or not or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may possibly be three months out of date.

In addition, you could snail mail a copy of your write-up with a cover letter directly to your list of clientele, prospective consumers and referral sources. You could involve 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 contact subsequent time they are writing a story on that subject.

And that was about it. You truly had no way of knowing what happened to that challenging copy – if the publication was read or if the envelope or newsletter was even opened.

Nowadays, thanks to the Web, the options for distributing a well-written and informative short article (and all sorts of content material) to a wide range of interested parties are vastly expanded. So, also, are the choices for discovering out if the post was opened, was study and prompted additional action on the element of the reader.

In the World-wide-web age, on the web content promoting is the finest way for lawyers and law firms to establish their reputations and attract new small business. And internet site visitors analysis is the finest way for lawyers and law firms to measure the accomplishment of a content advertising campaign and move forward primarily based on that information. Content advertising and marketing and internet analytics are inseparable parts of the very same strategic approach.

On the web content advertising and marketing for law firms

On the internet content advertising and marketing requires publishing content (like the write-up on patent law) on your law firm’s internet site (such as mobile site version), client extranet web pages or blogs. It requires the e-mailing of your write-up (or newsletter) to clientele, prospective consumers, referral sources and media sources.


An integrated on the net advertising plan is an essential aspect of a law firm’s promoting program. Content advertising and marketing requires distribution of your content material using well-known social media websites (like LinkedIn, Facebook, Twitter and YouTube) as nicely as prosperous content material syndication websites (like JD Supra, LegalOnRamp and Scribd).

Each time your keyword-rich patent law write-up is published on one 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 area.

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

Content also involves non-written files, like an on the net ad campaign, courtroom graphics, a PowerPoint deck, or pictures of an open home or employee charity event. It contains online surveys along with survey final results. And it undoubtedly includes audio or video recordings of a presentation, a seminar or a webinar.

All forms of reputation-demonstrating content material can be posted not only on your personal web-site, but also to a wide range of (mostly free) social media and content material syndication web sites. As soon as posted, this informative content is available 24/7 and about the planet.

Net analytics for law firms

Not only does the World-wide-web facilitate the wide distribution of content material,”it also enables lawyers and law firms to closely track distribution – to know how many guests click on the content how a great deal time they devote reading, listening or viewing the content and where (your site, search or some other website) they discovered the content material.

Net Whistleblower Attorney is a procedure for collecting visitor or customer data, analyzing these data and generating reports on the general overall performance of these distinct channels. It extends well beyond your website into virtually just about every on line channel your law firm may well be employing.

In the early days, web analytics programs focused on the basic measurement of activity on a law firm’s internet website. Currently, a good law firm web page still contains beneficial info about the firm and its solutions, but the web site functions extra like an interactive hub to which all of the firm’s on line content material distribution efforts are tied.

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