Most law firms realise that they can win work by producing content that engages potential clients and shows off their expertise. And an effective way to do this is by producing summaries of recent judgments.
The problem is that most legal case summaries are neither good, nor effective. They lack relevance, and rarely get clicked on, opened or read.
So, if your law firm is failing to get its case summaries noticed, here are 8 tips to help: Continue reading “How to write a legal case summary that gets read” »
There’s a mass of content marketing out there, much of it mediocre. So how do you get your content to rise above the crowd so that it speaks to your audience? By making sure you always include the 6 characteristics of good content marketing.
Whether you’re writing a corporate document, a website, an advertisement or a novel, the writing process is always the same… So what’s this secret formula that will help you write anything?
Alarm bells should ring when you ask someone how they’re going with a document and they tell you they’re half way through it because they’ve written, say, 500 of a thousand words. Chances are unless they’re some kind of writing genius – if such a thing exists – their work will be flawed.
Continue reading “How to write anything” »
Many professionals treat their websites as nothing more than a modern day version of a calling card. But they shouldn’t. These days a good website can, and should, be so much more.
Put simply, a good website has two essential components. It still retains the old calling card information (what we call the ‘static’ content) – the who, what, where of your business. But, just as importantly, it also has ‘dynamic’ content in the form of regularly updated blogs or articles that attract people to your website and build your brand.
So let’s take a look at how this works, using lawyers and other professionals as our example….
It can be tempting to think of content marketing as something new. But it’s not. In fact, probably the greatest piece of content marketing ever was launched almost 120 years ago…
I’m talking about the Michelin Guide, a guide book that started out as a French tyre manufacturer’s attempt to drum up business and ended up becoming the definitive guide to the world’s most fashionable restaurants and hotels…
So what lessons can we learn from the Michelin Guide’s success? Continue reading “The greatest piece of content marketing ever” »
Our guide to common social media mistakes and how your business can avoid them.
Social media can be a great tool for growing your professional presence and showing off your expertise to new audiences. It’s a key distribution channel for any content you create or curate – like blogs and articles.
But there are many traps you’ll need to avoid if you want to spread your influence effectively. Here are seven of the deadliest. Continue reading “The 7 deadly sins of social media” »
These 7 common mistakes make many businesses’ email newsletters less effective than they should be.
Most businesses know the value of a great eNewsletter, especially if they offer a skilled or complex product or service.
That’s because an eNewsletter helps show off your expertise. It can build trust and credibility. It can reach a different audience to social media. And it can keep you top of mind when it comes to making a purchasing decision.
But many businesses make such rudimentary mistakes with their eNewsletters that they’d almost be better off not sending one at all.
Here’s 7 of the most common mistakes we see. Continue reading “The e-Newsletter mistakes businesses keep making” »
Ah, the listicle: it’s part blog, part article and the backbone of content marketing.
Serious businesses sometimes shy away from the simplicity of the listicle to showcase their content, dismissing them as the sole domain of the trashy online tabloid. But the simple fact is that the listicle lets you present even the most complex information in an interesting, engaging and inviting way – which is why news outlets as well regarded as The Guardian, the New York Times and even The Economist use the technique.
So if your business isn’t yet publishing listicles, here’s 7 reasons it should be: Continue reading “7 reasons to write a listicle” »