One of the main aims of content marketing - and especially in the legal profession, is to catch people at the exact moment where they need guidance and advice. To do this, you must identify which stages your clients are at and which questions they may have in order to answer them. Then, you can create content for each stage of the client journey, positioning your firm as a reliable and trustworthy source of information. Be it in the form of a blog, a seminar, a podcast or video - being useful to your clients is something which will never go out of style.
Second, that traditional corporate branding is not the ideal model for law firm marketing (a concept we discussed back when Howrey imploded). A consumer product can enhance its appeal through a logo or tagline. As we all know, however, the nature of professional services is quite different from that of laundry detergent (as we’ve said before, for branding purposes, professional services firms are much more analogous to the laundry detergent maker, e.g., Proctor & Gamble). Law firms are built on personal relationships and intellectual capital. They resist encapsulation in a single image or phrase, but they do not resist marketing efforts. And that is why, more quietly, business developers, marketers, and public relations personnel at firms have also developed expertise at building those relationships, and creating content that displays their intellectual capital.