How Your Law Firm Can Produce and Host Content

On the surface, content marketing seems like a fancy way to describe blogging. It’s actually a comprehensive term that includes a variety of different mediums, including a well-published blog. As your firm embarks on this content marketing journey, there are a nearly endless number of routes to take for sharing content, and you hold the key to discovering the best routes. After your firm conducts client research, including brand personas and keyword research, you can determine the most effective ways to reach your target audience. 

 ">Types of Content to Create 

When it comes to legal marketing, there’s no shortage of opportunities to spread the message of your firm through content. Here are some to consider as you seek to reach your target audience. 

  • Byline articles – Whether it’s a blog post or an article in a newspaper or magazine, well-written content is still a tried and true way to reach an audience. 
  • Speaking engagements – Seminars and conferences put you directly in front of your audience, allowing you to increase your status as a thought leader in your industry. 
  • Interviews – Sitting down with a journalist or podcast host gives your attorneys an opportunity to speak passionately about your firm with an increased reach. 
  • Infographics – Visual graphics are essential to any content marketing plan, and infographics give your firm’s audience valuable content in an easy to consume format. 
  • Videos – Video continues to be a popular way of reaching an audience, and a recorded series or live stream can be a useful tool for your firm without breaking the bank. 
  • Case studies – Your attorneys are the experts in their field, and a case study allows them to prove that status to prospective clients. 

Where to House Your Firm’s Content

Having a library of quality content is only beneficial if your firm is able to deliver it to your target audience. Luckily, there are a number of different avenues for storing and disseminating your firm’s content. 

  • Website – Think of your firm’s website as the hub for all of your content. Any blogs, videos, interviews, articles or graphics that were produced by or include someone from your firm should be stored on your website. 
  • Facebook – With an average of 1.73 billion daily users, Facebook remains the social media titan. As your firm builds a relationship with your target audience, Facebook can be used to share informative content and light-hearted posts such as team photos. 
  • LinkedIn – As a professional networking platform, LinkedIn is great for sharing case studies, blog posts or anything with legal jargon that might be out of place on Facebook. 
  • YouTube – Essentially the Facebook for videos, YouTube is an easy and effective way to host and share videos with your firm’s audience. It takes time to build a following on YouTube, but the videos can be shared on other platforms and embedded on your website.
  • Contributed content – While you churn out content on your own, don’t forget about your potential ally in the media. Consider pitching a blog post or op-ed to a local newspaper or business publication, allowing your firm to reach a new audience and increase credibility in the eyes of your audience. 

The best part about having a fully stocked inventory of content is the ability to repurpose and reuse it again and again over time. That blog post that received a lot of engagement can be made into a series of graphics with quotes from the attorney that wrote it. A case study could become a seminar. Webinars can be trimmed into shorter clips to share periodically on social media. Each time your firm reshares content, it expands your reach and extends the life of the content. 

 

Content That Drives Action

From live video shoots and webinars to podcasts and infographics, there are plenty of methods for delivering messages to your target audience. Our agency has particular expertise in creating content that drives action.

Schedule your 1-hour free consultation

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 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