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14
B Y S T E P H A N I E R I C H T E R A N D A L L I S O N S P E N C E
Content That Kills:
How to Create Strategically Targeted
Content to Attract Business
G
ood content, like good comedy, can be
deadly. In stand-up comedy, they say a
comedian "kills" when she tells the right
joke at the right time to the right audience. The joke
lands perfectly and the audience erupts in laughter.
The comedy world loves to swap legendary stories
about comedians who miraculously killed their first
time behind the mic. They crafted a joke, perfected
its delivery, and basked in the warm roar of laughter
filling the darkened recesses of a club or theatre.
Law firm thought leadership should likewise
"kill" with our intended audiences. But too often
attorneys produce poorly written or irrelevant articles
— random acts of content that quickly get lost in our
never-ending stream of online information. How can
we reach the right audience? When will we know if
our message has landed? What role does tech play in
making sure our content gets top billing?
With planning, SEO research, and a well-
designed, responsive website serving as a publishing
platform, law firms can far extend the reach of
their content. Content marketing is no joke, but if
we approached its development with the precision
of joke-writers, we can develop articles, webinars,
and campaigns that create industry fans, interested
prospects, and even new clients.
We're still talking about content
marketing?
Why does your marketing department seems to go
on and on about content? In large part, it's because
