Content marketing for lawyers involves sharing legal expertise and insights through various channels to attract potential clients. It includes commenting on current legal issues, sharing anonymized case studies, and educating others about the legal process. Lawyers should develop a content strategy and choose channels like blogs, social media, and articles to distribute helpful, expertise-driven content on a consistent basis. The goal is to position oneself as a thought leader and gain visibility that drives new business over time through search and referral traffic. Performance should be regularly tested and measured.

1. Content Marketing for Lawyers
#fluencecontent #solosmall2012
Blois Olson, Principal

2. What is Content Marketing?
innovative insight. connected content. exciting executions

3. Defining Content Marketing
• All that crap in your head, and in your
files, and from CLE’s that your clients
should know.
• Anything you say, write, think, or opine on
that has an audience larger than the one
client it is intended to help.
innovative insight. connected content. exciting executions

4. You’re an expert…
• Even though you can’t call your self
one…you can show that you are one.
Comment on legal issues of the day.
Share experiences through blind case studies
Educate about the process, what to expect.
Share how your, successes, how you
practice/relate to clients…
New laws, regulations, precedents…
innovative insight. connected content. exciting executions

5. Strategy.
innovative insight. connected content. exciting executions

6. Your future clients biggest
challenge…
innovative insight. connected content. exciting executions

7. Search.
innovative insight. connected content. exciting executions

8. Choose Your Channels.
innovative insight. connected content. exciting executions

9. Create Content.
innovative insight. connected content. exciting executions

10. Curators
innovative insight. connected content. exciting executions

11. Distribute It.
innovative insight. connected content. exciting executions

12. Test + Measure
innovative insight. connected content. exciting executions

13. Test + Measure
innovative insight. connected content. exciting executions