Though the legal profession’s most recognizable marketing tactics may be over-the-top TV and radio commercials, lawyers are turning to content marketing to promote their business.
For years, lawyers and affiliated legal services firms have been slow to adopt blogging, video creation, and social media as part of their marketing arsenal. Lawyers often gain new clients through referrals and case work, and marketing was often viewed as an afterthought.
Click into 2016, and the times are changing for law firms and independent lawyers. Some of the best firms are now regularly using blogs, social media and other content marketing forms to attract clients. Other lawyers are taking to marketing themselves through well-placed awards recognition and thought leadership vehicles, like industry publications and LinkedIn groups. And just a few weeks ago, a sell-out crowd attended American Lawyer’s Annual Law Firm Marketing & Business Development Leadership Forum, a well-publicized industry confab around best practices in marketing for the legal profession.
Let’s take a look at some who are helping to move the needle for legal content marketing efforts.
One of the world’s largest and most integrated law firms, Jones Day has been in the news in 2016 due to its work for the Trump campaign. The firm keeps its Twitter feed updated and interesting, its Facebook page has great content, and the firm regularly creates video bios of its team for an in-depth look at its talent.
Covington & Burling
Covington is another global law firm getting noticed for its rich content marketing efforts. Its “Inside Privacy” blog focuses on latest legal developments in cybersecurity and data privacy. The team works diligently to find out key data security issues and write smart posts about legal developments around these topics.
Its work has resulted in Covington being recently recognized for its Practice Groups of the Year by an industry peers group.
International Lawyers Network
International Lawyers Network was recently nominated as Global Network of the Year for its work in helping to foster relationships for lawyers and law firms around the world. Part of this is due to the forward-thinking work on social media, with its faces-friendly Instagram page and high-profile LinkedIn community.
The association also runs a popular blog, Zen and the Art of Legal Networking, to help its members learn how to understand nuances of content marketing for lawyers.