Law Firm Web Marketing

    

Mobile Marketing Tips for Law Firms

Mobile marketing is gaining immense popularity, and in almost any professional context. Mobile marketing for lawyers and law firms is projected to be one of the most efficient channels for branding and advertising, especially for those legal professionals who handle plaintiff-consumer cases.

However, if carried out inaccurately, mobile marketing could offer minimum returns and could even pose detrimental risks if not monitored correctly. Lawyers in particular will want to focus on mobile marketing campaigns that target very specific markets and areas of law. And with the various opportunities for mobile marketing, legal professionals will want to exploit only those techniques that will aid their marketing efforts, not hinder them.

Below are considerations and tips to help you and your practice develop the optimal mobile marketing strategy.

Considerations for Going Mobile

The first and most important step to implementing mobile marketing for your law firm is to set goals and objectives. This may require an extensive evaluation of your services and your firm's position in the market, but in essence, this phase of incubation and planning will help you figure out exactly how mobile marketing may help your firm.

Some questions you may what to ask yourself are:

  • What types of services is your target market searching for on mobile phones?
  • What types of mobile applications and mobile marketing tactics suit the firm the best?
  • What types of clients will be receiving mobile-based promotions?

Start getting your creative juices flowing, and conjuring up some innovative, yet intuitive ideas that flow with the services and brand of your firm.

A Mobile-friendly Website is a Must

Some law firm websites are complex and deep with tons of webpages. If a prospective user is looking for help from a mobile browser, you will want to make sure the content of your website is clearly viewable. More importantly, you will definitely want to ensure that you have a legitimate call to action so they can contact your firm.

In some cases, a dedicated website, such as .mobi, may need to be developed in order to cater to your mobile market. If this investment seems overkill, you can reduce the size of the mobile website to only a few key pages, or perhaps create a simple landing page that includes only basic information about your firm. And of course, don't forget about a prominent call to action.

Capturing Mobile Traffic

There are plenty of mobile advertising channels to choose from, but the most powerful come in the form of search engine marketing.

Being found in the search engines, whether on a PC or smartphone, can be a complete marketing game-changer. There are two methods to obtain better search exposure: organic SEO and Pay Per Click advertising.

Organic SEO for lawyer websites requires a more long-term investment of optimizing the content on the site, as well as executing link building campaigns and other off-site strategies. This process is a bit more time consuming, however it can offer great returns and cost-efficient marketing spend.

In Pay Per Click (PPC) advertising, the opportunities are a bit more immediate. A firm can bid for top search engine placement on the keywords that drive the best traffic. And with mobile search, attorneys can take advantage of "click to call" - when a user clicks on a paid (PPC) ad, his or her phone immediately starts calling the firm. What's nice about "click to call" is that a mobile-friendly website is not needed.

Mobility Moving Forward

First, have your goals, objectives, and overall game plan laid out. Don't be afraid to ask for insights from other marketers or even future prospects. Perhaps try surveying a few of your trusted clients to get feedback as to which mobile marketing strategies might work the best.

Mobile marketing is growing fast, so make sure your legal practice is ahead of the game.

If you have any questions or comments about mobile marketing for lawyers and law firm, please add them in the comments section below.

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5 Characteristics of Successful Blogs

In the U.S., an eMarketer survey indicates that Internet users will increase by 3.1% to reach 239 million by the end of 2012. This means 75.6% of the US population will be online by the end of the year.

Such numbers are important for anyone wishing to venture into building a brand on the web, particularly for law firms and legal professionals. Currently, blogging is one of the best platforms to support your online business and penetrate more markets. Content marketing via blogging is exceptionally advantageous for legal professions in communicating their cause and capabilities.

However, not all blogs fare well to their target audience, and many try to cover far to many subjects without establishing a focal niche. If you want your online brand to advance via blogging, you should look into these 5 characteristics of successful blogs.

Quality and Relevant Content

Whenever you are publishing your blog, always research your content to avoid boring your readers. There is a lot of information available and if readers realize you are veering away from the topic they can switch any second. Blogging is not just fun, but serious business and it is better not to update than add nothing to the reader’s quest for information. In essence, stay focused on you blog's niche, or practice area of law.

Unique, Focused Content

Readers like compelling articles written from your own perspective. As such, they need your personality to be written all over the content at all times and this will make it easier to relate to your blogs. In most cases, giving responsibility to another webmaster will sell you away immediately and this can be seen from the comments given. Try to dill down your own niche in terms of style and make it interactive.

Topical Passion

Blog management does not come naturally and as such, you have to keep going on and on until you have an audience. However, this is not the end of the journey but a beginning, because retaining this audience is a herculean task. Always have faith in what you write and expect forthright criticism; this is the Internet after all. Passion is the drive that makes you brave enough to continue even when odds are against you.

Content Consistency

Always make sure you update your content even if there is a dearth of information around. Readers come to your blog for new information and when they lack the same, they will seek other avenues of information. Consistency is the underpinning of any successful branding blog.

Keen Eye for Detail

A successful blogger is not a ‘yes’ person but one who constantly questions rationale in everything. This is the only way to create rapport with the curious readers who flock online for new provocative ideas. As such, your blog should not be a mundane regurgitation of the obvious but a platform of novelty.

These 5 characteristics of successful blogs can help resuscitate your fledgling blog and make it rank highly in the niche of your legal services. Information is power and in all these traits, it is this maxim that will define your success as a legal professional .

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The Essentials of YouTube Video SEO for Lawyers

YouTube is a highly effective video marketing and law firm branding tool since it attracts millions of viewers every day. The video sharing site is free of charge and posting here gives your firm a valuable opportunity to educate, enlighten, and inform relevant viewers. This helps to establish your legal practice with greater credibility and trust amongst your target market.

YouTube Optimization Basics

You should never overlook the optimization of your YouTube channel and videos for SEO. A high ranking video is highly desirable because videos not only stand-out in the search results, but videos help to convert viewers in potential cases.

An SEO analogy to keep in mind is that YouTube channels are like your homepage of a website, while videos are the equivalent of inside webpages. The YouTube channel of your law firm should represent the primary, all-encompassing keyword target (eg "Peoria Criminal Defense Lawyer"), while the videos should focus on specific legal areas that support the primary target (eg "Drug Possession Law in Peoria").

YouTube Video SEO for Lawyers

Advanced YouTube SEO Techniques

You should always include a description in each YouTube video script. Including the keyword phrases in the text will also help for SEO purposes, but ensure you do not overuse it.'

Also important is to have the URL of your key landing page at top of each video description. This is essentially the call to action to your law firm. Remember to include "http://" in the link, otherwise it will appear as a non-clickable link.

Yet another way of optimizing YouTube channels and videos for search engines is taking advantage of the social media connections that YouTube has built in. Linking to Twitter and Facebook opens a big door for your videos. You should encourage replies and comments, but set the comments for approval only to protect yourself.

Link building is the most effective SEO technique. For this reason along, it is smart to build a few quality links to the channel page as well as to select videos. Additionally, it is very beneficial to have external embeds of your video on your site to generate popularity for video SEO.

Just like for website optimization or organic search engine optimization for websites, internal linking will help with indexing your YouTube videos. You should therefore link popular videos to new videos through the video response feature. This will help to further establish keyword relevancy for overall YouTube optimization.

One last tip to keep in mind while performing YouTube video SEO for your law firm is using transcripts. Transcripts of what is said in the videos will give search engine spiders something extra to crawl while on your video page. This can further improve the SEO potential of your YouTube videos.

Remember, SEO = organization, and having a well organized YouTube channel that is well structured around your keyword targets will offer great potential for search engine optimization.

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3 Essential Social Marketing Platforms for Law Firms

Social Marketing PlatformsAlthough most law firms have been cautious to dive into social media marketing, now many legal practices are realizing the significance of going social as an effective and efficient part of marketing their legal services. Not only does social media contribute to acquiring more and better cases, but having a strong social media presence can help a firm establish a powerful and well-recognized brand image.

There are three social media platforms that are essential for lawyers and law firms alike. Below is an overview of these three platforms, along with some tips on how to build law firm web marketing strategies for each of them.

Google+ for Law Firms

For geo-relevant, lawyer-related keyword searches, some law firms are positioned higher in local search results. This is because these local firms have created well-optimized Google+ Local pages. These pages are huge advertising sources for locally focused companies.

It is recommended that you build a Google+ page for both for your law firm brand (a Google+ Local page) as well as personal page for yourself. Besides increasing your online visibility and potential rankings in organic search results, Google+ is a social media platform that can connect you with potential clients and fellow legal professionals (for referrals.)

To help you optimize your Google+ pages, consider these following tips:

* Verify you firm's Google+ Local page to be a legitimate location or place

* Populate your firm's "About" information with keyword rich content

* Upload professional, audience relevant images

* Make use of videos and other media that will help market your law firm

* Add a link to your firm's website or other online resources

* Establish Google authorship by linking to you blogs

Facebook for Law Firms

With so many individuals on Facebook, it's hard for lawyers and law firms not to take advantage of this social touch point. Here are a few tidbits that may enlighten you on how to use Facebook as a social marketing platform for your firm.

* The average duration a common user spends on Facebook is 55 minutes per day. That’s a solid chunk of time. Your brand needs less than one minute of that time to make its impact. Be sure to post only valuable content that speak to their interests.

* Utilize different types of Facebook pages. Contrary to your personal Facebook profile page, branded Facebook page allows your firm to build a credible presence online, establish an area for open discussions, automatically accept followers, and share legal knowledge and insights by promoting you content.

* Create space for more Facebook fans. The average Facebook user has about 193 friends on their account. In addition, if one person likes your firm's Facebook page, friends of that person may see interaction through their Facebook Newsfeed. This can further promote you brand's visibility while growing your following.

* Take advantage of Facebook advertising. Facebook ads can help you make your law firm more visible online, especially from a local market approach. Facebook ads enable marketers to tailor highly focused campaigns based on many different targeting tactics, such as location, gender, interests, or age.

LinkedIn for Law Firms

Perhaps one of the most valuable social marketing platforms of attorneys is LinkedIn. LinkedIn is a professional social media network with a lot of potential to connect with other attorneys for case referrals and legal insights. Below are just a few of the advantages of LinkedIn for law firms:

* Connect with other attorneys for case referrals

* Earn exposure from prospective clients

* Share you content and establish your professional credibility

* Build the company's web presence with more search visibility

* Staying up-to-date on news and insights in you legal practice area

LinkedIn continues to grow as one of the most powerful social media platforms for many different users. Its diversity and growth makes it one of the best for law firm and business web marketing.

To learn more about social media and it's impact on search and other Internet marketing channels, visit this page that defines "SEO'cial," a new approach to SEO and social media marketing.

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5 Ways to Leverage Your Firm's PR Department for SEO

Public Relations (PR) and SEO, although vastly different in many ways, can actually have a lot in common. When both of these practices are incorporated in a law firm’s marketing efforts, a lot can be achieved.

The main idea is that PR and SEO are both a form of optimized communication in that they must be intricately tailored for a specific audience.

Although PR involves maintaining the law firm’s brand image through public events and appearances, and SEO involves marketing a company over the Internet, there's synergy that can be created when both are merged.

In this article we highlight five ideas to leverage PR for your law firm's SEO campaign.

1. Use PR Resources for Optimized Content

Create optimized web copy and other forms of inbound marketing content (for SEO) by utilizing offline resources created by the PR department. It's important to ensure that the proper focus and purpose of the PR content is similar in its application for SEO. A lot of insights can be gained by leveraging PR content for SEO, so get creative and see what applies.

2. Leverage Relevant Contacts for Off-site SEO

A law firm's PR department establishes a lot of contacts with potential SEO clients since they work with media and other forms of marketing. Utilize the PR department to reach out to prospects and see if your firm can utilize their web properties for off-site SEO, such as guest blogging and relevant link building.

3. Utilize Offline Press Releases for Online SEO

When it comes to press release, the PR department for most law firms is responsible for generating this type of content. These press releases can easily be spun or re-purposed, and optimized for inbound marketing and SEO. It's a great way to make use of internal resources that already exist.

4. Get Social Marketing Insights from the PR Department

The PR department of the law firm can come in handy in generating insights and quality content to share on social media. This is due to the fact that PR deals with the public and established connections with the press. As a result, it's likely that the firm's PR department will have good information and content that can be used for social media (which now contributes heavily for SEO, especially local SEO.)

5. Apply Data from PR for SEO

Data that's gathered from the PR department can be used for many different marketing function, especially fro SEO. For instance, target audience data, specifically demographics and other specifics of the law firm's target market can be used to produce more relevant content for SEO.

Is you firm leveraging public relations for its SEO efforts? We like to hear your insights!

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Learn to Leverage Social Media Engagement for Feedback

Social Media FeedbackSmall and large businesses have realized that engaging in social media is one of the most effective ways of understanding their customer. Once a company builds a social media network, it is important for it to make use of the information generated from this source on a daily basis. There is a lot of valuable information, which is obtained as feedback from customers via social media.

As a business, you must learn how to collect this information from your customers and use it to improve your products and services. It is easy for a company to establish a social media following but the unfortunate thing is that, most people do not maximize the feedback obtained from social media. According to Joshua March, the CEO and co-founder of Conversocial, only 6 percent of businesses that engage in social media utilize their customer feedback data.

According to March, you can be able to tell how people perceive your products by using the feedback data generated in social media. Most customers will give a genuine description of your product or service based on their opinion. There are some who are flattered by brand loyalty whereas others may have a bad image regarding your product due to a certain marketing message they have come across.

In essence, if you want to understand how your brand is perceived by its target customers then you should collect customer feedback data from social media. You need to understand the negative preconceptions about your brand so that you can address them accordingly. With social media, you can identify the effectiveness of your web presence strategy by identifying the product’s natural strengths and the negative perceptions.

Other than that, social media engagement also helps you to analyze your customer’s reaction to a new product. You can know how your product is faring in a matter of minutes since people give feedback on social platforms really fast. You will be able to know if customers are disappointed or satisfied by the new product depending on the kind of feedback that is generated on social media. You can take the right action to clear information about this new product by giving the right response and addressing disappointments using the same social platform.

According to March, if companies can create a clear plan on how to address social media feedback, then a lot can be achieved. For instance, you can decide to separate the customer feedbacks into different categories then addressing each separately. From there, you can know who is responsible for a certain negative reaction and how this can be addressed. You can also leverage a number of other initiatives, such as promoting job opportunities, local events, or press release forms of content via social media.

In essence, you should engage in social media to help you understand your customers better. Make a point of using any information or data that is given by customers on social media to engage with customers. This customer feedback can help you address issues and incorporate changes, which were recommended by your loyal customers. You can even understand the trends in your company and watch out before losing your loyal customers.

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5 Tips to Using SlideShare for Law Firm Web Marketing

SlideShare for Law Firm Web MarketingSlideShare is a popular platform that aids a number of web marketing strategies. SlideShare enables users to create slide-based presentation (parallel to Microsoft PowerPoint) with ability to share and embed presentations on various other web properties.

With visual content offering a more engaging and attractive option for web users, SlideShare can help supplement various communications for your law firm. In this article, we offer some tips to making the most of your firm's SlideShare presentations.

Center Your SlideShare Presentation on Your Legal Specialties

When embarking your first SlideShare presentation, focus on a legal practice that you truly specialize in. This will enable you to provide optimal value in your content, which supports the following strategies of making your presentation known and potentially viral. Be very specific with this. If you specialize in criminal defense law, create your SlideShare around a specific need or legal solution, such as "How to beat a DUI charge."

Write a Creative & Compelling Title Slide

Your introductory slide, or "Title Slide," offers viewers that important first impression. Ensure your title embodies the solution or value proposition that you plan to cover. You may also want to take into consideration the design element of you slides. A clean, professionally looking slide template is important. Just be sure to keep it simple and avoid implementing too many graphics that might clutter-up your presentation.

Keyword Optimize Your SlideShare Presentation for Greater SEO Potential

In the title, description, and tags fields of your SlideShare presentation, add keywords that reflect what your content is all about. This simple keyword optimization process can supplement many facets of SEO. For instance, if you embed your "How to beat a DUI charge" SlideShare on a blog post about "DUI law," then you are making the blog post more keyword relevant (thus increasing its SEO value.)

Integrate Your Presentation in Other Relevant Forms of Content

Like we mentioned in the latter tip, you can integrate (or "embed") your SlideShare presentations on other web properties and forms of content. Articles and blog posts are great place, for you can supplement your words with more visual elements. You can also add SlideShare presentations to aspects of your website to help educate visitors about specific areas of law.

Promote Your SlideShare Presentation Across Numerous Platforms

After your SlideShare is complete, you'll want to promote your presentation on the social media platforms your firm is active in. Not only does this expose your content to your audience, but a well-liked SlideShare that gains significant popularity can make it more authoritative. That is, when people search SlideShare for related presentations, your firm's presentation will be more likely to show-up in their search results. So beyond the content marketing benefits of SlideShare, the SEO benefits are equally powerful.

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How Custom Mobile Apps Can Help Brand Law Firms

Custom Mobile AppsRecently there has been advancement in technology mainly towards the development of Smartphone and tablets, many of which law firms can leverage to brand their practice.

With increase in mobile use, this has left businesses and firms no option but to tailor their businesses to suit and tap into the ever-growing number of people who are addicted to their phones. As a results, growth in the development of custom mobile applications, which are commonly referred to as mobile apps, has skyrocketed.

This has been a key tool for businesses in growing their market share and increasing their market presence. Law firms should also venture into the technology field by embracing custom mobile apps to bring the law closer to their clients.

Custom mobile apps can be used by law firms to serve many purposes. Among them social media marketing. Custom mobile apps can be connected to a number of social media websites such as Twitter, Facebook and my space. Integration of these mobile apps with social networking is of importance in that clients and lawyers will be able to communicate on the go, regardless of the distance between the two. Clients can then receive legal advice from their law firm or even set up meetings with their lawyers just by using custom mobile app. These tactics result in some of the most effective mobile marketing strategies.

Custom mobile apps can also be used as a marketing tool. A law firm can have software developers develop a custom mobile app that has the firm's logos and preferred colors. These apps will also have modules, which will explain various practices that the law firm has specialized in such as tort law, commercial law and so on and so forth. The apps can still have the firms contact details, which will be of much use to potential clients who will want to contact the law firm. Real time maps and Global Positioning Systems (GPS) integrated in a mobile app can provide clients with directions from wherever they are in the law firms' offices.

Mobile apps can be of much benefit to not only the firm's client, but also a lawyer. Custom mobile apps, which have periodicals and various law related books, magazines and journals integrated into them, can be of much help to lawyers on the move. This is so because the lawyers will be able to read while in a train or waiting in line at a store.

Lawyers can then research on their legal cases from their mobile phones from anywhere in the world without the need for an Internet connection. Custom mobile apps with advice on various law fields may be of much help to clients who may wish to seek law advice without visiting a law firm.

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Tips for Branding Your Law Firm Online

Most law firms want to be renowned for their established track record and extensive legal expertise. In most situations, these aspirations can be somewhat esoteric to a potential case or cleint who is not familiar with the legal community.

Establishing a reputable online brand signifies a powerful perspective of your legal practice, without the need for prospective clients to do as much homework about your brand. This article is a process or system to inspire you to effectively brand your law firm online.

Defining Specific Strengths in the Firm

Despite the fact that it may be good to have your complete practice identified with a brand name, it is also advantageous for a lawyer or department within your company to have a particular brand recognition. If we take the example of some good corporations that contain many effortlessly identifiable product lines, your lawyers, associates, partners, and legal teams can represent a particular recognizable brand from your community or area of expertise.

For attorneys, reputations are frequently hard-achieved in courtrooms through successful representation of their customers. Branding emphasizes on the earned reputation of attorneys by creating a certain image for their firm through online law firm branding.

For example, if your company has a department that has created a solid awareness in your state or district for Real Estate Planning, you would want to emphasize on this over the web. Having successful branding, you can be among the instantly identifiable, "go to" lawyers in that district.

Showcase the Firm's Talent

Creating a reputable brand name online needs a multi-tiered attitude. Your online presence is imperative when it comes to law firm branding. The majority of firms online don't have an instant recognition of their brand or product, however they do not actually need this right away.

The brand of a law firm should be famous for the individuals in their law field and by the customers in the law practicing community. When a prospective customer finds that they are in need of an attorney who works in the area of expertise you work they can visit your page since your name is one of many they discover out of dozens.

Build a Marketable Web Presence

It is important to create a website for your law film, which has a good, appropriate template and design, and represents your services in a marketable way. Your website must be very well optimized for the search engines. You might need the service of professional SEO experts for the purpose of establishing good web presence.

Social media is probably one of the most active methods of attracting the right visitors for your website. Social media sites are very lively platforms, which drive genuine traffic to your website - visitors who will be really valuable to your business, not just automated hits or useless traffic. Today, virtually everybody knows how to use social media, therefore this makes it one of the easiest promotional methods for all business areas, including law firm branding.

Using the methods of Internet marketing is another option for law firm branding. With the invention and popularity of the modern traffic generation methods, Internet marketing may look like an old promotional method, but in fact it's tested and proven to be one of the most stable methods of promotion. Advertising your website through PPC campaigns, e-mail newsletters, local search, Google ranking, and all other Internet marketing technique will always remain the most valuable promotional asset towards truly serious clients who are highly interested in your firm's legal services.

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3 Experts to Help Support Your Law Firm SEO Strategy

Local Organic SEO ExpertFor any SEO campaign to succeed, it is important to have highly qualified and experienced professionals who are not only able to see through the campaign, but also have the ability to adapt the campaign to fit the ever dynamic and fluid online market space.

For a law firm or independent legal practices that's keen on running a successful SEO campaign, here are three experts to help support your law firms SEO strategy and ensure its success. These might seem like unconventional SEO experts, but are roles that are defining the all-encompassing approach to building an authoritative online brand and rank-worthy website.

Technical SEO Experts

The role of a technical SEO expert is one of the most important roles any organization has to fill if the business wants to get the highest return on investment on their SEO campaign. A technical expert is usually charged with the responsibility of developing and implementing the appropriate SEO strategy across onsite technology, content strategy as well as link acquisition.

He or she is usually charged with the responsibility of undertaking market and competitor research and analysis, carry out technical SEO site audit of the website or social media channels and utilize both on and off page optimization strategies to ensure that these campaigns are not only implemented but are tracked and reported correctly according to laid out criteria and deadlines.

A good technical SEO expert is usually well versed in using some of the leading SEO tools such as Search Metrics, Majestic, Moz, Webmaster Tools, Google Analytic etc. they not only ensure that the original coding of the site is up to standard and SEO friendly but are also at hand to perform any required technical changes on the site so as to ensure that the site is search engine friendly and ready. For a law firm, a technical SEO expert will handle all the complexities involved in any search engine campaign.

Social Media Managers

The social media manager is bound to be a highly motivated individual with passion and experience in designing and implementing the organizations content strategy, creating and delivering relevant content, blogging as well as ensuring community participation as well as leadership. In short, this role helps to view the SEO strategy as more of an all-encompassing web presence optimization strategy that brings together multiple platforms and market touch points.

He or she is supposed to be an advocate for the company in social media spaces, engaging in relevant dialogue sessions with clients. because what you post on your social channels is the main foundation for your social media marketing campaign, the social media manager does perform a brand discovery which mainly outlines what it is about the business that makes it unique, this usually includes the firms core values and beliefs and the reasons people want to engage the law firm in business.

A good social media manager is therefore the link between your clients on the social media market space and the business. This linkage does gain a lot of importance when you take into consideration the number of people who use social media on a daily basis and are therefore at ease conducting business on the same space.

Content Strategists

Content strategists are important for the law firm because they help the firm achieve business goals by fully maximizing the commercial impact of the content. For a content strategist, content refers to a wide variety of information such as web or digital information, blog posts, social media conversations, RSS feeds, email newsletters, web pages etc. this content usually overlaps into both online and offline forums and does require the content strategist to play a leading role in both of these facets.

A content strategist will for all intent and purposes concern himself with the entire lifecycle of content; from analyzing, planning, writing, editing, distributing, managing and eventually monitoring content in all its forms. It is therefore important to take note that there is basically no need of developing or creating a multi-channel, multimedia content strategy if your law firm does not have a qualified content strategist.

A good content strategist will therefore develop the requisite tools as well as tactics that allow your business to get the most from its content. For best results, it is advisable to get a content strategist who is well versed in legal issues.

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