Perhaps you’ve heard the phrase content marketing tossed around a time or two at your firm. The idea may have even sparked apprehension. Thoughts of creating an editorial calendar or convincing colleagues to create content immediately entered your head.
Initially, employment and consumer rights attorney Todd Friedman, founding partner at the Law Offices of Todd Friedman, P.C., felt the same way. He wondered aloud “When are we going to find the time to create fresh content that will really resonate with our client base?”
However, Todd was also seeking ways to further strengthen his position as an expert and increase his credibility among peers and potential clients. As a first-time Super Lawyers selectee, he wanted to spread the word about his recent honor and have a place on his website where he could showcase his expertise.
That’s when Super Lawyers and FindLaw stepped in to assess the firm’s needs and put together a content strategy that involved the production of two customized white papers. These whitepapers showcased Todd’s technical knowledge, awareness of clients’ needs and concerns and commitment to client service and long-term relationships.
Promoting the white papers on social media with a targeted advertising campaign led to increased visibility and name recognition for the firm. And better yet, when it came to tracking the effectiveness of this approach Todd received a complete breakdown upon the conclusion of the campaign. Todd was so pleased with the results that he is currently working with Super Lawyers and FindLaw content teams on a third and fourth white paper.
For a more detailed look into the highlights of Todd’s integrated marketing approach check out this case study.
Interested in learning how a proactive content marketing plan can drive high-quality leads at your firm? Get in touch with FindLaw today or contact your Super Lawyers Associate Publisher or call 1-877-787-5290.