Content Audit: Knowing What You Have and How to Share It

It’s no secret that content marketing has become a priority for marketing professionals across a variety of different industries in recent years, and the results speak for themselves. According to a report from Demand Metric, content marketing costs 62 percent less than traditional marketing and generates three times as many leads.

Law firms especially can benefit from an effective content marketing strategy. Legal counsel will always be in high demand and prospective clients value any content from lawyers before ultimately selecting one. The key is auditing your content to decipher what’s most valuable.

Auditing Your Content

All law firms have content readily available to be shared with their target audience, even those that have never officially put a content marketing strategy into practice. Of course, a well-published blog and social media channels are sources of content, but even if you have neither of those, chances are you have attorney bios, a story of how your firm originated or a list of core values for your firm. These are all examples of content that we compile during the audit step of our SAME process. It’s a proven process we use that’s results-driven and unique for every firm. It starts with your strategy, and then the real fun begins with the audit. 

Once you’ve gathered all the available content for your firm, you’ll want to create a system for organizing and scheduling it, while also documenting your specific measurable goals and objectives for content marketing. While it can be tempting to jump straight into the deep end of the content marketing pool with plans to publish high-quality videos, long-form blog posts, whitepapers and daily social media posts, bigger doesn’t always mean better. In fact, keeping it simple is one of the best ways to establish a plan that will work for your firm. 

Content Strategy Drives Better Thought Leadership

As all legal marketers know, attorneys are the face of any law firm and the primary source for generating new leads and clients. Hiring an attorney is a serious decision that requires a lot of thought. It’s not as simple as deciding on a meal at a new restaurant. For prospective clients, this is someone who will be guiding them during what could be one of the most important moments of their life. Trust and a strong relationship are essential aspects of the attorney-client relationship, which is why thought leadership will be a key component to your content marketing strategy. 

What began as a buzzword that was often thrown around in public relations and marketing circles has grown into a real tool that can be used to build business and personal brands, particularly for attorneys. Through the process of elevating their thought leadership, your attorneys will become the go-to people in their industry. Think Bill Gates and Steve Jobs. These men obviously had brilliant ideas, but by establishing themselves as thought leaders, they were able to turn Microsoft and Apple into two of the largest and most profitable companies in the world. We’re not saying that if your lawyers become thought leaders, your firm will rival Microsoft and Apple in terms of success. However, the concept remains the same. Thought leadership driven by strategic content marketing will create the gravitational force you need to inevitably gain more clients. Just by being a practicing lawyer, with a history of helping clients achieve their goals, they are already on the path to becoming a thought leader. Like a dash of Tony Chachere’s seasoning on a delicious meal, relevant content is what takes it to the next level. 

SAME process. Unique results.

Content marketing efforts are wasted by your firm if you aren’t reaching and engaging with your target audience. Learn more about our SAME 4-step strategic process where we develop a unique strategy for your firm to gain real results.

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Bringing it All Together

As a legal marketer, your goal is to guide your attorneys through the content marketing process which shows them exactly how to get to that pot of gold at the end of the rainbow, thought leadership. Elevating thought leadership is a process, but it starts with great content. Your target audience craves content. Demand Metric’s report stated that 60 percent of people are inspired to seek out a product after reading content about it, while 70 percent would rather learn about a company through articles rather than an advertisement. Blogs, social media posts (particularly LinkedIn) and live videos are just a few of the examples of content that your attorneys can and should be sharing. 

It’s important to remember that this doesn’t mean publishing content just to do it. There needs to be a reason, which is what the strategy portion of our SAME process provides. You want your attorneys to understand their clients, the questions they are asking and how they get information in order to make a decision on which law firm to select. Talking through your strategy with your team, and specifically showing them the importance of sharing valuable content, will provide a better idea of the types of content to share.


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.


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