We’re told to write, do videos or create podcasts as part of our marketing efforts. This is known as “content marketing” and it may take many forms – a blog post, an ebook, and article for the bar journal, a video on YouTube or public access television, a podcast or a call-in radio show.
Content, they say, is king. Once said, others step into the limelight and say that content is not king, that it’s useless and unimportant given the volume of information out there.
FOMO, fear of missing out, drives us to fall in line with content marketing. We don’t want to be the one who loses the client, so we invest our precious and least-recoverable resource – time – in the process of creation.
It is worth it?
Here are some of my thoughts, in no particular order. They are, by the way, the result of using the written word as my primary marketing vehicle for the past decade or so.
- Creating content allows you to hone your own knowledge by explaining it better;
- Content gives you the ability to connect with your clients by using the language they use to communicate;
- Content provides greater volume to your online presence, which makes it more likely that a casual seeker of information will stumble upon your words of wisdom;
- Potential clients, on reading what you’ve written (or seeing what you’ve recorded, or listened to it), will be suitably impressed by your knowledge such that they will be moved to hire you before all others;
- Members of the press will read what you’ve written and use you as a resource, leading to your name in the media – exposure that is far better than anything purchased;
- Existing and former clients will go back to your work for clarification of issues, leading to greater client satisfaction and high referral rates; and
- Other professionals will recognize you as an authority in the field, and will be compelled to refer work to you above all others.
Which boils down to the real reason why we create content.
We create to improve our base of knowledge. We publish in various formats online and offline to impress people with our knowledge and abilities so that they will either send us clients or become clients of their own accord. We continue so that those people and others will continue to maintain their high opinions of us and our abilities long into the future.