In today's overwhelmed and overworked news environment, how can you effectively communicate your company’s messages and rise above the fray?

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

Now, wouldn’t it be fantastic if all of your employees shared the content to their social media networks? “Yeah, right, like that will happen,” you’re thinking. But it’s not a pipe dream. In fact, it’s one of the biggest trends in B2B and professional services marketing.

High-quality content is rocket fuel for today’s marketing strategies. But the difficult task of finding great writers who can create that content often stalls the marketing rocket before it ever takes off.

The legal industry has embraced blogging like no other. Blogging and lawyers are a natural fit — lawyers love to write, have niche expertise and need to demonstrate that expertise in a non-salesy way.

Email remains one of the most reliable and consistent vehicles for B2B marketers today. In fact, people sent more of it in 2018 than ever before, and statistics continue to show that email marketing delivers excellent ROI.

As legal marketers, we are regularly asked by our law firm clients about rankings, directories, awards and the like (for the legal marketers out there reading: shocking, I know). Rankings like Super Lawyers, Best Lawyers, Chambers and Partners, Martindale-Hubbell and more have proliferated to the point that entire jobs exist at law firms for the sole purpose of managing the lengthy and detailed submission processes.

You’ve heard thought leaders telling you to create more online video.

While law firms are prolific content generators, very few firms have a documented content marketing strategy. 

“Behind every bad idea is an executive who asked for it.”

I can feel all the marketers internally shouting “YAAAASSSSS.” I hear you, friend, I hear you.

Law firm marketers: Want to know what works to get the attention of general counsel (GC)?

Nowadays, the media is the news. With a president who calls the media “fake news” and an overwhelming supply of competing content online, the news industry has been under rapid transformation and intense scrutiny like no other profession in past years.

If you’re reading this, you might be a managing partner questioning if blogging lives up to all the hype. Perhaps you’re an attorney who has always wondered if a blog is worth the effort. You might be a law firm marketing manager looking for validation that blogging actually works.

Marketers… if you had to describe your most important role in one or two words, what would you say? My gut tells me that many would say “promotion,” “brand building” or “thought leadership.” I doubt many would say “knowledge extraction.” And that must change.

For litigation firms and practice groups, promoting your wins can be an uphill battle. Client confidentiality, multi-year timelines, last-minute rulings, and complex legal ideas and maneuverings make litigation promotion a unique art form.

While simply “getting it done” seems like a low bar to aim for, it is often the most challenging hurdle to success. It’s the same when trying to develop an exercise habit: Getting yourself to the gym can be the hardest part, but you can’t succeed if you don’t show up.

If you’ve watched the show “Mad Men,” you may have thought that you, too, could be an advertising executive, drink old fashioneds during the day, chain smoke cigarettes and come up with cool campaigns that persuade the American public to choose one brand over another with a snappy slogan.