The term “Content Marketing “ yields 4,410,000 results in Google. The explosion in thought leadership marketing presents a unique opportunity for law firms - but what are legal consumers interested in reading and why? What role can thought leadership play in the retention of a law firm? What resources are available to your firm in order to generate a steady, usable stream of new content for your thought leadership? Once you invest in generating compelling content – how do you get it in front of folks who influence the decision to retain a law firm?
Addressing a major trend in professional services marketing, this program does a 360 degree examination of thought leadership from the view point of the legal consumer, the professional writing the content and third party platforms who publish thought leadership. Recent articles published by law firms will be examined to see what resonates (and what doesn’t) with legal consumers, law firms and third party publishers.
Jennifer Schaller is the co-founder and Managing Director of the National Law Review on-line edition, one of the highest volume business law websites in the U.S. In her role at the National Law Review, Jennifer has unique access to the readership metrics of 1,000’s of thought leadership pieces published by firms from across the country. Jennifer is also a former in-house attorney at CNA Insurance who was directly responsible for hiring law firms, and a marketing executive at the Aon Corporation, a Fortune 500 professional services firm. Jennifer started her legal career as an associate attorney at a 100+ attorney law firm and produced her practice group’s newsletter as a part of her duties.