Content Marketing & Online Best Practices for Law Firms to Attract New Clients
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By Scott Mozarsky - Executive Vice President & Global CCO of PR Newswire
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Content Marketing & Online Best Practices for Law Firms to Attract New Clients
- 1. CONTENT MARKETING & ONLINE BEST PRACTICES FOR LAW FIRMS TO ATTRACT NEW CLIENTS SCOTT MOZARSKY Executive Vice President & Global Chief Commercial Officer, PR Newswire
- 2. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky A little about me.. 7 years as an M&A associate at two multinational law firms 6 years working with law firms as General Counsel and Head of M&A for a large media group. Currently in charge of commercial organization at PR Newswire
- 3. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Scott.Mozarsky@prnewswire.com @smozarsky SCOTT MOZARSKY Executive Vice President & Global Chief Commercial Officer, PR Newswire
- 4. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide.
- 5. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 6. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky CONTENT MARKETING 1
- 7. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky CONTENT MARKETING: The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers.
- 8. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky The value exchange LAW FIRM Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. The firm continuously delivers relevant content & establishes its worth to the audience The audience trusts the firm enough to identify themselves & grant permission for engagement
- 9. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Map your content to the client’s buying process
- 10. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky What that looks like… AWARENESS • Ads • Press releases • Establishing Experts • Social media PREFERENCE • Case studies • Testimonials CONSIDERATION • Blog posts • White papers • Articles • Webinars 10 CHOICE • Consultation • Out reach
- 11. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Not so very long ago… Traditional methods worked independently to informclients through EARNED and PAID media.
- 12. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Content drives them all OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, includin g shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of mouth • Company blogs • Company website • Company social accounts
- 13. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky IDENTIFY & TARGET PROMOTE & SYNDICATE CREATE, CURATE & OPTIMIZE CONTENT LISTEN, ANALYZE MEASURES & STRATEGIZE ENGAGE & INTERACT LINKS FROM SOCIAL boost search rankings, so get your message shared [1] [2]
- 14. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky 1A. CREATING QUALITY CONTENT AT YOUR FIRM
- 15. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky I am here with returning the stipulation to dismiss in the above entitled matter; the same being duly executed by me. ?
- 16. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky I am way too busy to draft an article or white paper. I need to get to 3,000 billable hours a year!!! ?
- 17. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky I can’t generate a blog post about today’s news. It takes time. I need to check citations, proofread and have a few people internally review it. ?
- 18. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky How to Create a Content Culture at Your Firm Encourage Content In Different Formats Blogs, Videos, Infographics, White Papers, Slideshows, Data Play to Their Egos Lawyers have large egos; producing content establishes them as a thought leader Play to Their Wallets Share data with attorneys regarding the ROI associated with content marketing Unleash Their Competitive Spirit Lawyers don’t like to lose Outsource Content Production Abundance of available specialists and content marketing platforms Make It Easy Lawyers like to draft using forms from prior work; the same can be used for content marketing purposes
- 19. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Adding the client’s voice into content It starts with LISTENING Client FAQs What questions do your partners and associates hear most often? Incoming Search Terms What are the most popular keywords & phrases bringing searchers to your site? Social Media Channels • Twitter hashtags # • LinkedIn groups • Relevant blogs • Anywhere your audience is talking
- 20. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 21. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky 8 tips for creating great web videos Know your audience Define who you want to watch your video Keep it simple The most effective messages are easy to understand Choose a format News style, how-to or corporate “Evergreen” for longevity Unless you’re covering breaking news, avoid dates or other timely references Keep it brief Consider breaking anything over 3 minutes into smaller segments Be creative & engaging Use familiar language and scenarios; don’t over-script Provide a clear call to action Make it clear what you want your audience to do after watching Hire a production professional They can help you with planning, execution and post- production
- 22. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
- 23. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky YOUR WEBSITE 2
- 24. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Audiences will spend more time on your site - and click more often - if it contains multimedia elements such as videos, photos and charts.
- 25. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 26. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky BRAND STREAMING: A continual flow of new content by a brand to differentiate from competitors, attract new audiences, and build authority & goodwill with these audiences. And as audiences pick up this content, share it and comment on it, conversation around your brand begins to reverberate throughout the social ecosystem.
- 27. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 28. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Publishing content and fostering its interaction can have a powerful impact on your site’s organic search rank Social interactions with your content sends potent signals to search engines indicating that people are finding it useful GET SOCIAL Offering fresh and current information gives search engines incentive to come back to your site repeatedly KEEP IT FRESH
- 29. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky INFLUENCER ENGAGEMENT 3
- 30. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky There are journalists & bloggers being followed by the specific audiences you want to reach. Target these influencers to get your content to their audiences.
- 31. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Establish expert profiles for your attorneys on platforms that can get them interviewed and quoted by relevant journalists and bloggers. EXPERT Tax Law EXPERT Criminal Law EXPERT Immigration Law
- 32. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Your clients and potential clients are there, so engage with them and establish your attorneys as the authorities on relevant topics.
- 33. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky 1) Display social media accounts on homepage 2) Prominently reference & link to blogs on homepage 3) Use Twitter & other accounts to drive blog traffic 4) Try to tweet at least once a day 5) Post questions on Facebook & Twitter to encourage discussion 6) Be sure that blogs focus on specialty, niche areas 7) Importance of Linked In company pages 8) Short, original YouTube videos focused on problem solving Key tips for firms leveraging social media
- 34. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky CONTENT SYNDICATION 4
- 35. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Amplify your reach through syndication to known and unknown audiences PUSH TO AUDIENCES MOBILE SOCIAL MEDIA ONLINE NEWS SITES & DATABASES SEARCH ENGINES CLIENTS & POTENTIAL CLIENTS MEDIA OUTLETS VIDEO PORTALS BLOGGERS JOURNALISTS
- 36. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 37. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky LINK TO WEBSITE
- 38. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky LINK TO PAPER
- 39. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
- 40. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Web syndication results 51% Visits to the KCSA blog up by 35% New visits to the site increased by 56% Visits to the KCSA website increased by
- 41. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Men’s Wearhouse utilized the a combination of multimedia, multiple assets, and multiple updates to power an integrated paid, owned and earned media campaign and drive their CSR initiative; their national suit drive that collects gently worn clothing for those transitioning back into the work force OBJECTIVES: > Secure at least 110,000 clothing donations > Increase interaction with Multimedia content > Grow visibility and awareness around the National Suit Drive > Deliver high campaign Impressions without media buys > Garner traditional & social media | attention > Promote social engagement and | donations through Facebook & Twitter > Improve search visibility surrounding the campaign The Increasing Sophistication of Syndication
- 42. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky 130,171 total garments collected. ARC ENGAGEMENT STATS Total impressions through strategic media placements 1,919,378 Total video streams (views) 42,511 Total landing page views 7,988 95% of exit links went to the Men’s Wearhouse site 400+ search queries leading to the ARC 250 unique keyword searches leading to the ARC Owning a small piece of real estate on third party sites Social media mentions: 35,536 Impressions: 46,212,223 Facebook • 10,997 likes/comments/shares • 3,631 tab visits • 16,185,076 unique users • 35,577,116 total impressions Twitter • Trending topic • 10,635,107 total impressions • ~10,500 retweets Additional $25k donated to the cause
- 43. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky NEWSJACKING 5
- 44. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky NEWSJACKING: To publish news and other content that provides insight or commentary around topical news conversations
- 45. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky Be heard by new and existing audiences following these conversations Establish your expertise on timely topics Get noticed by influencers looking for expert sources
- 46. May 9, 2013 // CASE STUDY: Content Marketing Best Practices for Law Firms to Attract New Clients SCOTT MOZARSKY@smozarsky
Notes de l'éditeur
- About me… die-hard rangers/mets/jets fansManic associate at a law firmCompany picSomebody sellingUnique perspective
- Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world. While PR Newswire’s goal is to help companies amplify their stories to make content visible and engage their audiences, I’m not here to talk about PR Newswire services today. At the heart, PR Newswire is interested in driving growth and winning customers/clientsjust like many of you. We have embraced content marketing over the last 2-3 years in order to reach our target marketers. Today we are focusing on how law firms can leverage those trends, what we’ve observed, and what has worked for us.
- Now let’s talk how this relates to law firms. Law firms have a significant amount of great content, but they tend not to optimize it. They tend to only syndicate to known audiences. It often can be too high brow and not actionable. So our focus today is on how law firms can get the most out of their content marketing efforts as well as some other related best practices. Clearly there are a lot of challenges. Small budgets. Control issues re social media, etc. Bandwidth. Getting associates and partners to free up time to write, but firms can do content marketing in a cost efficient and functional way and it will get them a lot more benefit than buying ads in ALM publications or a column in the NY Law Journal.
- It is critical that a firm - engage in thought leadership activities online. Publish articles, white papers, webinars, short videos, etc. that address the questions and concerns your potential customers may have, and that build credibility with this audience. Law firms do a decent job of this, but the problem is that a significant part of the universe to which the relevant firm is marketing itself will never see this content. That is because a very large majority of the content that law firms create is placed on their website and maybe distributed to their email lists (i.e. a known audience). In order to successfully drive more leads and clients, firms need to amplify what they are doing to their known audiences by distributing their content throughout earned, paid and owned media. Email, broadcast and print advertising can be effective, but they are that much more effective when the relevant content is distributed to numerous other relevant sites online. This makes the content more discoverable.INTERESTING, VALUABLE, ENGAGING AND CREATIVE CONTENT.
- Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency. The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
- More advanced/sophisticated content strategies should map to “desired outcome” Depending on the situation, you can’t just throw a proposal at a client. Need to nurture them.
- Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization. Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise. Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible.
- We’re entered the era of more interactive, two-way communication between consumer and brand across all media. Companies must provide value and engage customers in meaningful and exciting ways in order to gain their trust.
- Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable. Great to create a content strategy and editorial calendar and to have someone manage it, but even if you don’t, you can still be an effective content marketer.
- 1. Keep it real. Make your attorneys more approachable by showing their human sides. Don’t script the video; come prepared with a list of questions and record the natural answers that follow. Prep your subject and make sure he/she understands that honesty and approachability are paramount.2. Make it short and sweet. No one will watch an epic video on your law firm (unless it has an extremely compelling story, of course). Keep your videos short and to the point—no longer than a minute if you can fit everything in. That way, you’ll keep your viewer’s attention in that short window.3. Record more than you need. You’ve heard of the cutting room floor. Now, it’s time to put your producer’s cap on and use it. Always record more material than you could possibly use in a video. That way, you can trim the fat and have plenty of valuable content left over.4. Represent your brand.If you’ve developed a unique voice to match your brand identity, make sure your videos align with
- Rapid pace of high quality content creation. Get everyone to contribute. Get senior and powerful partners blogging or in front of a camera. Not just marketing. Lawyers are great assets. Set guidelines and Marketing can edit. Encourage different content forms. use numbers to communicate the impact it has on your business.Its much more concrete to communicate that a blog post generated 500 page views, 20 inbound links, 3 new leads - one of which is poised to close this week - than to say, "Fred wrote a really interesting blog post last month."If staff members can see for themselves how their content is directly contributing to important company goals, like hitting marketing's leads goal, or sales hitting their quota, you can bet people will be much more interested in creating content. It's a good feeling.
- Bringing customer voice into content… this will also help get your content seen in future searches (as you’re incorporating terms and keywords that your audience is using)
- <iframe width="560" height="315" src="http://www.youtube.com/embed/-hZ_giHh27A" frameborder="0" allowfullscreen></iframe>
- Take a look at the video on this law firm website (believe its one of the Martindale ones). Does anyone really think a video of lawyers standing around talking at each other, a framed certificate of admission to the Supreme Court, what looks to be an yellow page ad, and some newspaper headlines is going to incent clients to call them? Some tips: Know your audience1. It's very slickly produced. In my opinion, I'm not sure I believe the guy speaking. It's way too slick on "markety" 2. The video doesn't really have much personality. 3. It doesn't really answer the question in a clear way. 4. If this was really good content marketing, it would be clear what someone should do after watching the video. Right now it flashes a website that is basically an "about the corporate practice page". This should lead to some additional content on the subject. 5. Besides just call to action, ask yourself if this is content that someone would want to share with another audience.....and then actually try to share it. In this case, you actually can't share the video at all. It can't be embedded somewhere else. It can be posted on social media directly. It can't even be emailed. The only way to share this content is by that long URL.
- Trust today is so important especially online. Trust is the ultimate goal because once your audience trusts you and your content they will keep coming back. This means that you have to have reliable content on a regular basis, and that content has to delight your audience on a regular basis. So, think closely and really determine whether your audience will go with you on your content journey if you start to veer off path, because once you do veer off your path your audience may not come back....at least not as often as you might like.
- A law firm’s website serves two purposes.Find information about the firm Hub of a firm’s marketing activities. Pull in aggregated content. Multimedia = more engagement>Any marketer will tell you that your target audiences will spend more time on your site and click more often if your site contains multimedia elements, such as videos, photos and charts. Sadly, many law firm sites do not contain any of these elements (other than pictures of lawyers). Brandstreaming>Blend the About Us section of your website with your News & Events content to differentiate your firm from competitors while building authority and goodwill with your audience
- http://www.allenmatkins.com/
- A law firm’s website serves two purposes.Find information about the firm Hub of a firm’s marketing activities. Multimedia = more engagement>Any marketer will tell you that your target audiences will spend more time on your site and click more often if your site contains multimedia elements, such as videos, photos and charts. Sadly, many law firm sites do not contain any of these elements (other than pictures of lawyers). Brandstreaming>Blend the About Us section of your website with your News & Events content to differentiate your firm from competitors while building authority and goodwill with your audience
- One of the biggest benefits of publishing the content and fostering the interactions mentioned above is the fact that these activities can have a powerful impact on your web site’s organic search rank. Providing fresh and current information gives search engines incentive to come back to your site repeatedly, and social interactions send potent signals to the search engines indicating people are finding the content useful. Because the majority of internet searchers choose to click on organic links rather than sponsored ads within their search results, it is easy to see why getting your firm onto the first page of search results is important.
- Bloggers and journalists produce content for communities that follow them own a small piece or real estate online that is trafficked by interested parties. Engageinfluencers to “rent” a portion of this real Using a credible third-party distribution service helps because journalists and bloggers need content and are more likely to use content from a reliable source. Another tactic is to use platforms that get experts (i.e. attorneys) quoted by relevant journalists and bloggers.
- Another tactic is to use platforms that get experts (i.e. attorneys) quoted by relevant journalists and bloggers.which lead to having your content create influence by actually creating content that your influencer peer network would want to share.
- Like most lawyers, I have control issues. Giving up control by posting something in social media can be scary. That said, more and more firms are doing it, especially to establish their attorneys as thought leaders. Your clients and potential clients are on LinkedIn, Twitter and Facebook and social media is often the best way to engage with them and establish yourself as the go to person on a topic. There are many ways to increase your followers on social networks.Sharing among your core key influential audiences is today one of the (if not the #1) form of earned media today. For the legal world, it's not just about getting quoted in the NY Times and on networks, but it's the recommendations that come and get passed along when someone goes online via Twitter, LinkedIn, Facebook and suggest that they are looking for help on a matter. This matters when a start up just gets VC funding and the VC suggests that they work with one of the follow attorneys or firms because..... and then the start up starts to do the research on their own. If that law firm doesn't look the part that they understand the business / culture, then they are likely to get passed over.
- The big issue/push back is balancing risk/reward in an online environment. Lawyers are control freaks and the more you push out, the less you own. I think it’s important to weave into remarks.
- A firm can link to an expert profile, a white paper, an event registration page or their own website.
- Clearly this isn’t only picked up in full form on the Yahoo! Site, but journalists and bloggers are grabbing it and writing about it.
- >Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
- Whether it be a key Supreme Court decision or some other event, things are happening every day that provide an opportunity for a firm to share its perspective and expertise. We have seen many firms jump in on issues such as Obamacare, new tax laws, the fiscal cliff, gun control, etc. By engaging in newsjacking, the firm is able to draft off of an event to accelerate its Marketing efforts and drive more leads. And the beauty of this is that so long as the quality of the content is high, a small firm can be just as effective as a large firm.
- Whether it be a key Supreme Court decision or some other event, things are happening every day that provide an opportunity for a firm to share its perspective and expertise. We have seen many firms jump in on issues such as Obamacare, new tax laws, the fiscal cliff, gun control, etc. By engaging in newsjacking, the firm is able to draft off of an event to accelerate its Marketing efforts and drive more leads. And the beauty of this is that so long as the quality of the content is high, a small firm can be just as effective as a large firm.
- The Dodd-Frank legislation regarding derivatives and swaps is getting alot of play in the news this week and leading to alot of debate. See: http://dealbook.nytimes.com/2012/02/23/regulators-adopt-new-derivatives-rules/LeClair Ryan (a New Jersey firm) did at: http://www.prnewswire.com/news-releases-test/new-rules-on-swaps-create-burdens-for-energy-cos-attorney-says-140292753.htmlTalk about great results, despite a tremendous amount of coverage, if you search for Dodd-Frank on Google, our release through Marketwatch comes up second. By joining the conversation and positioning itself as an expert, a firm can drive visibility and clients.