Clients and Content in 2018: A Perfect Marriage of Law, Business Development and Technology

Everyone is suffering from “content discontent.” Law firm marketers are scanning hundreds of articles, tweets and blog posts about “content marketing,” but struggle to know how to shift to a new way of doing things in their law firms.

The answer? Start at the source (the clients, not the lawyers). Business development is exponentially more successful when lawyers understand how their clients buy legal services. How do they evaluate their firms? Where do they go to vet referrals from colleagues? What do they look for on law firm websites? Understanding this is critical before marketers invest in content and social media marketing, or a website redesign.

This program will help you understand how buyers buy, and how you can better target your firm’s marketing/business development content and investments to meet clients’ requirements. You will learn how you can make your most important content work harder – and walk away knowing the highest-opportunity online areas in which you can invest your marketing dollars.

Our Speaker: We are thrilled to have Deborah McMurray return for a new program. The American Bar Association has just published Deborah's latest book, “The Lawyer’s Guide to Marketing on the Internet, 4th edition.” (Deborah also co-authored the 2nd and 3rd editions.) She is the founder and CEO of Content Pilot, a successful strategy, content, design and technology company that serves professional services firms throughout the world. She is an active LMA member, an inductee in the LMA Hall of Fame and a Fellow in the College of Law Practice Management.