In the game of marketing in general, the legal industry is still considered the new kid on the block. It's only been since the mid-1970's that lawyers have been allowed to use more than a business card and letterhead.
For 70 years, bar associations banned nearly all forms of attorney advertising. The bar thought advertising was unprofessional for such a "noble profession" and would cause unnecessary lawsuits and drive up fees.
But thanks to John Bates and Van O'steen, a couple of Arizona renegade lawyers advertising "Legal Services at Very Reasonable Rates" (see advertisement above), and challenging the status quo, the Supreme Court ruled advertising was subject to First Amendment protection. And this was the birth of legal marketing.
Watching the evolution of lawyer advertising 35+ may have many re-thinking the ban. With the abundance of "look-a-like" yellow page ads and late night personal injury attorney TV commercials, seems the "noble profession" has attracted many shady characters.
So how can a lawyer be different?
Today all the buzz in legal marketing is about the Internet. Social media and banner ads are the new billboards and bus benches. And online lawyer directories are the modern-day yellow pages.
But what's effective?
It's debatable when the actual "birth" of content marketing was but in 2008, content marketing was certainly defined:
Since 2008 it has gained a foothold as one of the most effective ways to build a reputation of trust.
Why should you care and invest valuable time in content marketing?
- To build TRUST with your target client - When you provide valuable information on a given subject, you earn the trust of those reading your content. And it goes without saying, NO TRUST, NO CLIENT.
- To gain TRAFFIC to your website - You can't "game" Google. It knows all the SEO trickery. But the more content you create, the more search visibility you will have - guaranteed.
The following resources will help anyone learn why content marketing is important for legal marketing and how to get the most out of it.
1. WHAT IS CONTENT MARKETING? - Copyblogger's video introduction to content marketing. Start here if you're not sure what what content marketing is.
2. THE BEGINNER'S GUIDE TO BLOGGING & CONTENT MARKETING STRATEGY - Free e-book on how to create a content strategy, creating an editorial calendar, etc.
3. CREATING A CONTENT MARKETING PLAN - Joe Pulizzi of the Content Marketing Institute is the leading authority in the content marketing world.
4. WHAT CONTENT MARKETING CAN DO FOR YOU - 10 content marketing goals worth pursuing.
5. EXAMPLES OF CONTENT MARKETING DONE RIGHT - The time is now for content marketing. See what some of the major brands are doing.
6. THE PERIODIC TABLE OF CONTENT - This breaks content types into "elements" and how to use these building blocks into your content strategy.
7. SELLING THE IDEA OF CONTENT MARKETING TO SENIOR PARTNERS - 7 content marketing myths debunked.
I hope you find these resources useful. Some links are a few years old but you'll find the information evergreen and still relevant today.
Just for fun, enjoy some sleezy lawyer videos. THESE ARE FOR REAL.