content marketing

Subscribe to content marketing via RSS

Please join me for an Expert Webcast tomorrow, March 19, from 1pm to 2pm PDT on “Effective Thought Leadership and Communication Strategies in the Time of a Global Crisis.”

I’ll…

hashtag

Hashtags are great tools to help your content become discovered and to build your brand and business (especially on LinkedIn), but only if you know how to use hashtags and you use the right ones.

If you’re writing about the coronavirus on LinkedIn, you should be using hashtags so your content can be amplified and have a stronger impact.

But first off – what is a hashtag? Just like on Twitter or Instagram, a LinkedIn hashtag is any combination of letters, number or emoji that follow the # symbol such as #coronavirus. Any spaces or symbols used within the tag will break the link, so that means you can’t include apostrophes, commas, exclamation points or hyphens in your hashtag.

Hashtags help users find content on a specific topic. If you add hashtags to your posts, they’ll help you get discovered by other users, including those not connected to you (2nd and 3rd degree connections). This is because individuals now search for content under hashtags and click on the hashtags in posts. In addition, you can follow hashtags on LinkedIn, meaning that posts containing the ones you have selected will appear in your news feed.

social-media-master

I’m often asked how do you know if your social media efforts are working, and other than resulting in new business, which may take time to materialize, there are other…

While many firms are content producing powerhouses, disseminating client alerts, thought leadership pieces, social media posts and other information daily via the many distribution channels with which they engage their target audiences, they often fail to really think about the how, what, when, where and why of the content they are creating and how it will actually benefit their clients and other influential readers.

These firms are on content autopilot, just going through the motions to churn out thought leadership pieces as efficiently as possible, often because that’s just the way their firm does things or because they don’t want to question a partner or someone more senior to them or because there is pressure to get things out the door to be competitive with another firm.

If you find yourself in this position, take a moment to give yourself a “content time-out” in order to really think about why you are doing what you are doing. If it doesn’t make sense with your brand and business development goals, immediately change course.

Taking the time to ensure that your content marketing and your business development strategies are completely aligned will enable you to create more focused, client-centric content that will better engage with your target audiences and lead to new business and the retention of clients.

Remember that the goal of content marketing is not just about populating your social media feeds with a steady stream of content. Rather, the goal is to use content as a differentiator to help position your lawyers and your firm as thought leaders, which will help to keep you top of mind with key individuals for when they have a matter that fits your background. It’s always about quality versus quantity.

Here are some ideas to take your content strategy to the next level.