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Whether the marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you will need to generate content.

Content is an essential part of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you should make the best of the material that you manage to produce. Following are several ideas for making sure you use two of the most popularly produced types of legal marketing content as best you can.

Law Firm Marketing - Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve created some quality, interesting material of any of the types mentioned, don’t just send it out once or print it and let it stagnate in your office. You ought to distribute the content as widely as possible. For every item of written material you produce, consider:

- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I sent it direct to referrers, associates and other professionals?
- Have I linked to it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Are others in the firm aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into another style of content and distribute in a different format?

Law Firm Marketing - Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. As a result they are often presented once and then left to become stale. All of the effort and time involved in preparing them results in only a one time presentation. To get much more benefit from your presentation consider:

- What other companies can I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?

Although these ideas may feel like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to consider that it is far easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.

Increase the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you’ll feel more positive about how effective the results will be.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law marketing, legal marketing and marketing for lawyers, contact John Gray today.