You probably already use content marketing as part of your overall strategy. Here, Trena White of Page Two Strategies, a Vancouver-based agency that publishes non-fiction books for a wide range of authors, companies, and organizations, shares her thoughts on how books can be great content marketing tools, and gives her insights into how they can help support firms’ recruitment efforts, generate leads, build brand awareness, and establish authority in a particular legal area.
Below are Trena’s observations on the types of books that can work for law firms.
1. The free ebook
These are usually short, simply designed pdf files made available online for free. They showcase a firm’s expertise to prospective clients and recruits. They can also educate new clients about fundamentals of the firm’s work so individual associates don’t have to begin their work with basic instruction. Depending on where you post the free ebook, it can also generate leads. For example, Covington & Burling LLP in Washington, DC, published Navigating the Digital Age: The Definitive Cybersecurity Guide for Directors and Officers to the Security Roundtable website, giving it exposure to the right target audience.
2. The commemorative book
While many might associate this with a firm wishing to catalogue its history, for example by publishing a coffee-table books that celebrate a firm’s history through stories, archival photos, and contemporary photography, these can also be used to capitalize on milestones that present BD opportunities. For example, disability rights lawyer Mary Lou Mobley published a high-end book of photographs to celebrate the 25th anniversary of the signing of the Americans with Disabilities Act. This type of book can be a great gift for clients, prospective clients, and other stakeholders. It’s also an effective way of conveying your corporate history and values to new recruits.
3. The commercial book
These kinds of books have broad market potential. They can accomplish the same things that free ebooks and commemorative books do (generating leads, establishing your authority, etc.) but the subject matter is usually less niche. Page Two Strategies’ client Michael Cochrane, is a partner and head of the family and estates law practice in a Toronto law firm, has published several books, including Surviving Your Divorce: A Guide to Canadian Family Law, now in its fifth edition.
Publishing a book allows you to showcase your firm’s expertise in more depth than any other format can. If produced well, it can make an impression for years to come.
Trena White is co-founder of Page Two Strategies. Before launching Page Two, Trena was publisher of Douglas & McIntyre and Greystone Books and a non-fiction editor at McClelland & Stewart. She is an adjunct professor in publishing at SFU. You can reach her at firstname.lastname@example.org.