Build a Distribution and Promotion Plan for Your Content

No matter how much time your law firm spends writing optimized content, recording videos and podcasts or creating graphics, your efforts are wasted if the content isn’t being seen by your audience. With countless other businesses vying for attention on social media channels, email subscriptions and earned media coverage, how your firm shares and publicizes its content is an integral part of your strategy. Rather than just publishing your content anywhere and everywhere, having a specific plan in place can help your firm generate brand awareness, website traffic and valuable new business leads. Here are some tips on how to build a distribution and promotion plan for your content.  

Research Target Audience

Before you can start reaching your target audience with blog posts, social media messages and earned media placements, you must first determine who they are and what they need. Marketers and advertisers alike understand the value of tailoring promotional content for its intended audience. Think of the loud and exciting commercials for popular toys and video games you saw as a child. Chances are those same toys and games were at the top of many Christmas lists that year, because those commercials were created specifically for that audience.

Client research is your firm’s tool for studying the individuals that make up your target audience, the services they want and where they are currently getting those services. Through the use of surveys, direct interviews and social listening, you will gain insight into the needs of your audience and how to reach them. Since the target audience for law firms will include people of all ages, genders and professions, building client personas as part of your client research allows you to create personalized content for anyone and everyone. 

Audit Content

One of the most common misconceptions about content marketing is that it requires you to devote significant time to creating a library of new content to share. Of course, a well-published blog or eNewsletter makes a valuable addition to any strategy, but that doesn’t mean all of your efforts should be spent writing tirelessly. In fact, even law firms that have never formally implemented a defined strategy have ample content readily available to be shared with members of their target audience. 

A content audit is your firm’s ticket to knowing what you have and how to share it. Whether you realize it or not, just your firm’s website is a gold mine of content that can be utilized in your marketing efforts. Everything from descriptions of your practice areas and past case studies to attorney bios and your firm’s core values are forms of content that can and should be shared with your audience.

Select Distribution Channels

There was a time when the only way for businesses to reach prospective customers with promotional content was through newspaper, magazine and TV advertisements. While those options remain and can still be valuable, the opportunities for your firm to share content are seemingly endless now. Between your website, newsletters and social media accounts as well as earned and paid media opportunities, there’s no shortage of potential distribution channels for your firm to choose.

However, just because you can post content on a variety of different platforms doesn’t mean that you should every time. The goal is to have your content reach those that have a genuine need or desire for your services. Since each channel comes with its own unique audience and communication style, it’s important to have a clear understanding of the different platforms and how they align with your firm’s target audience, brand voice and goals. 

Generate More Leads

Developing key pieces of content such as a webinar, ebook or case study that will elevate your thought leadership is the goal of our SAME 4-step strategic process.

Learn more

Measure Results

After you’ve determined the most effective distribution channels for your firm, it’s time to start pushing out content. Content marketing requires organization and consistency to achieve the results you crave, so it’s important to build an editorial calendar to map out your posts on a weekly or monthly basis. That includes any new content that needs to be created, as well as repurposed content from the past. 

It’s also important to measure the results of your content marketing efforts to determine what is resonating with your target audience and what is being ignored or overlooked. If your firm is seeing high engagement and traffic from a certain channel, pat yourself on the back and keep up the good work. If you find your content is missing the mark on a channel, it may be time to go back to the drawing board to find a new approach, but don’t get discouraged. Trial and error is a continuous part of the content marketing process. 

If you’re interested in learning more about a distribution and promotion plan for your content, let’s connect. Our agency has particular experience in helping law firms and legal marketers create thought leadership platforms fueled by an integrated strategy of earned media and content marketing that increases leads and cases, improves brand recognition and reputation, while also equipping attorneys to sell. 

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.


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.


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

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