New Study Shows Potential Clients Respond to Clear, Consistent and Authoritative Content

commercial journalism, larry bodine, attorney marketing, legal marketing

Original written content is the most important tool for social media marketing, according to new research that surveyed thousands of small businesses that seek consumer customers.

Just released, the 2014 Social Media Marketing Industry Report published by Social Media Examiner, applies directly to attorney marketing. The overwhelming majority of marketers (94%) use original written content as part of their marketing efforts to reach consumer clients. Curation of other people's content is also popular (73%) among marketers.

Blogging is a popular legal marketing tactic, and 68% of marketers plan on increasing their use of blogging. According to the new ABA Legal Technology Survey Report, 27% of law firms have legal blogs and 10% of individual lawyers have blogs. An exact count hard to pin down, butJustia is tracking 5,780 lawyer blogs in 74 practice areas.

Not since 2010 has blogging topped the list as the No. 1 area of increased activity for marketers in prior research by Social Media Examiner.

Written content marketing is top technique

Other recent surveys confirm that content marketing must be the first-line technique to drive other types of marketing. More than half of marketers (58%) selected original written content as their most important content. This chart clearly reveals the importance of the written word and blogging.

When publishing content, "corporate journalism" is the best law firm marketing technique to get a message through to potential clients of all kinds.

"Corporate journalism is a practice that combines an organization's market intelligence and subject-matter expertise with the credibility and narrative techniques of professional journalism,” according to additional new research.

Smart law firms take these steps:

  • Appoint a dedicated "content manager."
  • Hire a professional writer with the appropriate knowledge, skills and training.
  • Create a document describing the corporate journalism strategy.

To get a free, no-obligation Content Evaluation of your website, please contact me.


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