Ep. 40: Thought Leadership Marketing With National Law Review's Jennifer Schaller

Content marketing is ultimately thought leadership marketing in which you are sharing your knowledge and expertise through content.  Lawyers and law firms need to have a goal and a structure behind their thought leadership content marketing strategy. If it’s just people writing stuff, it tends to be more scattered and is less likely to get accomplished consistently. It takes a collaborative effort and people need to keep goals in mind for each piece of content produced. This includes an understanding of SEO concepts which encourages them to write longer pieces that go deeper into topics. You have to begin with the end in mind. Consider who you want your audience to be and then cater the topics you write about to these clients and prospects. Start by thinking about what people are asking you, considering the geographic region you’re targeting, or writing for the audience within your industry. Also, remember that it’s more important to have the right people reading your content rather than a lot of the wrong people.