Pardon me if legal communications and marketing are both on my mind. But last week was a great panel of corporate counsel courtesy of the Legal Marketing Association. And that was followed by the Publicity Summit, an annual event hosted by the Society of Professional Journalists where marketers (even from law firms) can meet one-on-one with reporters in various beats.

In both situations, it often boiled down to devising a way to tell your story in compelling and concise ways.

That used to have different names, but the newest version of it is called “content marketing,” in which companies offer their mission, strategies, and abilities in a narrative form—an article or a story.

Despite the broader adoption of such a communications strategy, I was surprised when I read an article by Julia Schur that claims law firms are “the surprising new adopter of content marketing.”

She writes,

“Law firms have money—lots of it. And as [one] experiment suggests, an increasing number of them are investing that money into content marketing instead of traditional advertising.”

I’ll concede that the experiment came from a communications firm, which may have an incentive to explain such trends in a particular way. But that doesn’t mean John Corey, president and co-founder of Greentarget, is wrong.

I too have noticed an increasing number of firms including blogs on their websites. Well done, these blogs accomplish a few goals:

  • They distinguish the attorney from others in the market on specific practice areas.
  • They illustrate a timely proclivity to keep up with the news and trends.
  • They personalize an attorney who might otherwise simply be represented by a drab bio; and
  • They provide powerful SEO ammunition, as the pages are updated on a regular basis.

law firm content strategy

Have you or others in your firm begun to blog, on Linkedin or elsewhere? Or are you finding other ways to reveal your strong abilities that distinguish you in the marketplace?

Write to me at arizona.attorney@azbar.org.