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.

Schedule your 1-hour free consultation

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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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • 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.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.