Content marketing is a simple enough paradigm. You create content in order to showcase your expertise. In doing so you create trust in the value of your services, establish trust with your prospective clients, and enhance your reputation. It’s one of those things that the online community has been touting lately, but there’s nothing really new to it – the only difference is that now it’s called “content marketing” rather than “relationship building.” And as with relationships offline, if you’re not creating content online then you don’t exist. It is not enough to be listed in a directory, or have a nice brochure website. Every lawyer must engage in content marketing in order to maintain relevance in the marketplace.
Jeff Jarvis illustrated this point on a recent episode of This Week in Google.
There are new spheres in the discovery of content. Brand used to be it. That’s the way Media still thinks:
- That we go to the programers’ schedule.
- We buy the magazine.
- We buy the newspaper.
That’s over! Search reversed that. We ask the question; if you have an answer, you’re there. If not, you don’t exist.
When you think about your presence on the Internet you have to realize the vast majority of the time, your customers are not looking for you.
