Don’t get us wrong, we love the flashy marketing talk as much as the next marketing team. All of us are fully steeped in the marketing lingo expounding the latest and greatest ways to blow the competition out of the water and woo those in need of legal services.
But, at the end of the day, we reject the ways that many marketing teams try to oversell projects to law firms. This is especially true when it comes to online marketing. The combination of unique targeting and often confusing optimization tools are ripe for abuse. By making systems sound complex and promising the moon, many of the biggest legal marketing firms make vast sums of money selling marketing plans that produce little return. Solos, small, and mid-size firms are the ones who most often fall victim to these expensive marketing sales pitches.
We know because when we were on the other side we fell for our share of unnecessary schemes as well.
Blogging, however, is no scheme or unnecessary sales pitch item. In fact, if you do a quick survey of the cherished principles of virtually all legal marketing gurus, they each will have said a kind word or three about blogging. That is because it is the centerpiece of all online marketing plans. Blogs are where firms and individual attorneys share their expertise, connect with their particular community, and highlight their personal interests both within the legal world and outside it. Of course, the blog also acts as the centerpiece of website search engine optimization efforts.
In other words, unlike so many online marketing gimmicks, blogs work.
Yet, merely creating a blog is insufficient, because there is a world of difference between the best blogs and the worst.
That is where we come in. Our entire team works full time figuring out the difference between high performing and low performing blogs. We then help do the heavy lifting to find, create, and edit the content to make the blogs work. Over the years we have gotten pretty good at honing in on best practices. We are quite proud that one of the blogs that we write was named the Top Tort Blog of 2011 according by LexisNexis. While these contests are undoubtedly subjective, we appreciate the acknowledgement of quality from our fellow legal blog practitioners.