Earlier this year I wrote about the power large law firms have to leverage their brand to create media outlets online so as to bypass traditional media. The point being that with large law firms paying big dollars for syndication of content, advertising, PR, and communications, it’s only a matter of time until we see law firms creating their own online media outlets. Last week digital marketing executive and author, Mitch Joel, asked ‘Will A Brands Next Big Move Be A Journalism Department?’ Joel’s point is that while advertising and traditional marketing have their place, it’s all about relevant content that resonates with your target audience that’s everything in today’s social media world. Traditional marketing content rarely connects with your audience, per Joel. Why?
Because it’s really just marketing material that is thinly veiled as content, and it’s quickly becoming the kind of one-sided content that turns people off. What makes great content spread is how unique and inspiring the message is, not in how it slants into a direction that ultimately positions your company as the only one to buy from.
Rather than look at your firm’s lawyers as creators of content (articles, alerts, email newsletters, blogs offering little more than legal summaries), Joel might suggest looking to citizen journalists for your law firm. Citizen Journalists who could be your lawyers (blogging) or journalism professionals.
What could these citizen journalists do for your law firm per Joel?
I’m not talking of having a journalist working for your firm as a writer kicking out the stuff in-house counsel, the press, and other practicing lawyers have grown all to sick of. That would be missing the point per Joel.