I just finished skimming through Jon Cooper's The Content Marketerโs Guide to Visualizations (it will also be added to my bookmarks for future reference). A lot of people (yours truly included) talk about how imperative content marketing is becoming online, but many don't provide ideas for actually developing and marketing content online. That's what makes Jon's post rather unique.
Let's not kid ourselves, creating and marketing great content is very challenging. It requires tapping into a wide variety of skill sets. Creativity, design know-how, a strong handle of how and what things are shared on the web, just to name a few.
But it's really becoming less and less of an option to include content marketing in your internet marketing campaigns. In fact, the truth is, if you've been doing internet marketing without content, you've really been doing wrong.
Very few law firms have embraced the critical nature of developing and marketing great content for their firms. Some are blogging. But the overwhelming majority of those blogs are missing the point by pumping out spam posts.
Few have begun to recognize the power of informational videos. Most have produced spammy advertising videos.
Not many firms have made investments into true data visualization strategies. This vacuum for great web content presents a large opportunity.
Even firms that are genuinely exploring new ways to publish professionally, have a difficult time accepting that what their creating is of little true value to their target audiences.
We tend to be very protective of that which we create. We assume that if our content isn't getting shared and linked to, internet marketing simply doesn't work for us.
More don't even recognize how they should be measuring the effectiveness of their web content.
I'm often pushed to breakdown how much internet marketing time/money should be dedicated to content development and marketing specifically. My standard answer is about 90% of your total resources. While this is rather arbitrary, I think you get the point.
Most of it.
Many years ago, when AttorneySync started working with lawyers on intake, something I hadn't (but should have) considered was that many law firms weren't great at delivering exceptional service to potential clients during that crucial first call. Even firms with great reputations for delivering exceptional ๐ข๐จ๐ง๐๐ข๐ ๐๐ฆwould lose potential clients because of their poor ๐๐ซ๐ฃ๐๐ฅ๐๐๐ก๐๐ on […]
If you own or market a personal injury law firm, this question should guide every marketing decision you make. Ideally, it's based on actual data. How have your past clients found you? What do you know about their journeys? Unfortunately, many law firms don't do a great job at collecting this data. If you don't […]
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
