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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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