Best Digital Channels to Tell Your Law Firm’s Story

When it comes to your law firm’s content marketing strategy, how and where you share your content is almost equally as important as what you are sharing with your audience. With countless mediums to choose from – including social media, websites and blogs – the goal is to choose the channels that will be the most successful in reaching your target audience. Rather than flooding the market with your firm’s content on all channels, focusing your efforts on a few specific outlets will ensure that your marketing plan achieves maximum success. 

LinkedIn

While Facebook, Twitter, Instagram and other social media platforms are used to share political thoughts, sports opinions and family photos, LinkedIn is designed and primarily used for professional networking. This professional atmosphere is ideal for your firm, providing the most effective way to deliver content and connect with your audience. Content such as case studies, industry changes or legal advice that would be out of place and most likely ignored on other social media sites is right at home on LinkedIn. With its longer character limits and option to upload files directly, LinkedIn encourages your firm to share in-depth content that will allow you to establish yourself as an industry thought leader

As a networking platform, an active presence on LinkedIn will also allow you to connect with other prominent businesses, potentially leading to partnerships or other new business opportunities. Encouraging every member of your firm to publish and curate content on their personal profiles is important as well to create an additional layer of exposure for your brand. 

Blog

An active blog is a great way for your firm to publish content that will help you stand out in what can be a crowded field. For General Counsel clients, hiring a lawyer is a process that takes time and research. While searching through the wide variety of options available, prospective clients are going to want to hire someone that is deemed an expert in their field. A well-written blog sharing timely news, opinions and industry hot topics will allow your attorneys to showcase the knowledge and expertise that make them the logical choice. 

Before you begin a blog you’ll want to complete a content audit to define what content you already have and who your key contributors will be. Once you see what you have, then you can develop a content calendar to see what key topics you’ll want to start engaging your attorneys to write about. Discuss with your team some of the common problems in-house counsel are facing and how your firm’s blog post will help them overcome those issues. Creating valuable, timely content that is updated regularly will be an effective way to generate leads. Most importantly, all of these blog posts need to live on your website in a prominent location that can be easily found by visitors. Each of your blog posts can then be shared on social media or other platforms by everyone from your firm, driving more and more people to your website. 

Turn Prospects to Clients

People want information from industry leaders because they know it is authentic, relevant and valuable. Ghidotti has experience developing content strategies to move the needle in your legal content marketing that turns prospects to clients.

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Podcast

Podcasts have become one of the most popular mediums, and listenership has skyrocketed in recent years. According to a recent study, there are currently more than 750,000 different podcasts with more than 30 million episodes as of June 2019. More than half of the United States population has listened to a podcast, while more than 30 percent have listened monthly in 2019. These numbers can seem overwhelming, but even with a continuously growing library of options to choose from, it’s still possible to gain a consistent following with a new podcast. That same study showed that 80 percent of people listen to an average of seven shows per week, listening to all or most of each episode. 

Much like a blog and LinkedIn, a podcast is another avenue for your attorneys to establish themselves as thought leaders. An essential note is that you don’t want to create just another podcast; get niche! Again you’re not creating content just to have content, you’re providing a valuable resource for clients and prospects to glean new information. There are many options when it comes to recording episodes; they can be as short as 10-20 minutes or longer than an hour. You can have one or multiple hosts with weekly or bi-weekly guests covering an array of topics. The most important thing is getting your attorneys in front of a mic to share their knowledge and experience with your target audience. 

 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

Find out how.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position