Legal Marketing Tips from Content Marketing World
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Our team was blown away by all the insights we picked up at the Content Marketing World conference in Cleveland. It was encouraging to be among “our people,” but also to hear that more and more legal marketers are looking to content marketing to help them stand out from their competitors.

On the last day of #CMWorld, we attended a special Legal Marketing Forum with a small, focused group to learn the latest industry strategies in content marketing. Here are five key takeaways from this session that included legal marketers from small firms to large, enterprise firms with many offices, along with consultants. The conversation was valuable, and we encourage all of you to consider attending the forum at next year’s conference!

Takeaway 1:

Legal marketers know this, but the pressure to differentiate firms is at an all-time high. General Counsel in corporations are looking for experts that can help answer their questions quickly and efficiently. 

Two-thirds of their decision-making process is made before they ever call a law firm. They are taking to the Internet to do their research and answer their questions. If your attorneys aren’t showing up, you’ve missed the opportunity.

Expertise is the No. 1 reason General Counsel turns to outside counsel – so as legal marketers we have to figure out how to differentiate our attorneys. We have to teach our attorneys how to write for that “Invisible Two-Thirds” where General Counsel are searching for help.

In-house counsel really want (and need) practical advice. They are asking specific questions like how do I prepare for a data breach? What is the best practice for securing files? I received a subpoena, so what do I do now? FBI agents just showed up; do I let them in?

Make sure the content you distribute (via your website, LinkedIn, Facebook, email, etc.) speaks to the questions General Counsel are asking.

Takeaway 2:

Host a content strategy session with your attorneys where you walk them through their clients’ needs. Get them to tell you what their clients are feeling and the questions they are asking about before they ever come through the doors of the firm.

This is a great way to generate content ideas that speak specifically to the daily concerns in-house counsel face.

Takeaway 3:

Think about turning these content ideas into vlogs vs. a typical blog post (or do both!). Video is very engaging – we all know that. Yeah, videos of cats and babies are popular, but so are videos of ALL kinds. It’s often much easier for your clients to digest complicated issues in video form. It also gives them a great opportunity to connect with your attorneys when they actually see and hear from them. 

Takeaway 4:

Don’t forget the importance of your attorney bios on the website. This is often where the sale is made. These bios need to scream expertise and spell out exactly what that attorney does best. An example of this would be that Attorney Joe Blow has an encyclopedic knowledge of hazardous waste regulatory law throughout all 50 states and abroad, or Attorney Sally Sue represents 23 of the 25 largest life insurance companies in the U.S. Don’t just leave the bio at a list of credentials; actually spell out for your prospect how an attorney’s expertise can help them.

Takeaway 5:

Bounce rates for your website matter. Take a look and see where you are these days and focus on getting your bounce rate below 50%. As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average. Anything more than 70 percent is disappointing to say the least. And how to course-correct if you are above 50 percent? Focus on creating content that is valuable and ensure that you have links and buttons that easily get them to other parts of your website that keep them engaged with your firm.


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. To learn more about how we can help your firm attract new clients and grow revenue with this SAME process click here or give us a call at (501) 777-3509.

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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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.


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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.

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