A Tale of Two Law Firms: How to Build a Custom Content Marketing Program


Sponsored by the 2016 Legal Marketing Technology Conference Midwest and the Social Media SIG

Domain: Communications

A content marketing strategy is an essential element of any law firm marketing program. However, many firms neglect to apply a strategy that actually moves the bottom line. In addition, running a successful content program requires significant time investment as well as editorial knowledge that many law firm marketing departments do not have in-house.

While there has been significant content-related guidance provided to law firms, most of this information has been theoretical, leaving marketing departments without the actual know-how to construct their own effective programs. That’s about to change.

With “A Tale of Two Law Firms: How to Build a Custom Content Marketing Program,” attendees will watch as two law firms erect their content marketing initiatives from the ground up. Keith Ecker, Content Strategist at Jaffe, and Melanie Trudeau, Digital Strategist at Jaffe, will walk the audience through the multi-step process using two model law firms, each with its own unique goals, resources and audience demographics. 

By the end of the presentation, attendees will have a much clearer understanding of the steps, resources and time required to build a content marketing program that converts your prospects into actual clients.

Learning Outcomes:

  • Understand how a content marketing program can support your law firm’s sales cycle and business development goals.
  • Identify your target audiences, assess their content consumption habits and develop content strategies and assets that effectively inspire conversions.
  • Learn how to manage the day-to-day needs of your firm’s content marketing initiative. 

Presenters:
Keith Ecker, Content Strategist, Jaffe
Melanie Trudeau, Digital Strategist, Jaffe

Price: Complimentary for Members & Prospective Members

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