Digital White Papers

MT19

publication of the International Legal Technology Association

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I L T A W H I T E P A P E R | M A R K E T I N G T E C H N O L O G Y 17 C O N T E N T T H A T K I L L S : H O W T O C R E A T E S T R A T E G I C A L L Y T A R G E T E D C O N T E N T T O A T T R A C T B U S I N E S S Allison Spence is Senior Marketing and Communications Manager for Thompson Coburn LLP. She works with attorneys and senior staff across the 375-attorney firm to create compelling marketing and communications strategies that connect attorneys to clients and prospects, establish them as thought leaders, and spur new business opportunities. She manages the firm's communications team, which handles all internal and external communications, attorney bios, news, and thought leadership for the firm's SEO-enabled, content-first website. She is also the architect of the firm's social media strategy and leads frequent trainings on LinkedIn best practices. Before entering the world of legal marketing, Allison was an award-winning journalist for legal and general publications. amplify digital performance and provide a clear pathway for an audience to find and hire you. • Act on data when necessary (for example, if a particular topic is "blowing up" due to a market trend or new regulation, write a follow-up piece or consider hosting a webinar on that topic.) That is the covenant, and we have found success when both sides hold up their end of the agreement. Content performs better and our attorneys look great in front of their audiences. What's the point of all of this? Attorneys, like comedians, may write their content in a vacuum – huddled over a laptop in an office, a library, or a commuter train – but it's never intended to stay in a vacuum. It's intended to go out into the world and make an impact. A joke gains its power from the giggles, groans, gasps and guffaws it inspires in an audience. A piece of attorney-written content is likewise empowered by the people who find it via email, social post, search engine or word of mouth. By employing a strate and tying content creation to real-world business development goals, the path between the content and its audiences becomes much more direct. The strate is the setup, the content is the punchline, and the clicks, questions and engagement is the warm reception that every attorney – and every comedian – craves. ILTA

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