Using Content Marketing to Grow Your Law Practice

In this episode of The Legal Toolkit, founder and president of Sword and the Script Media, LLC. Frank Strong talks with Heidi Alexander about content marketing and why it’s so important for lawyers. Frank starts by defining content marketing, a business process for creating and distributing relevant and valuable content, and briefly explains how this process can help lawyers build trust with their existing and prospective client base. He lists a few content marketing characteristics, like working consistently and ensuring that you own your distribution channel, and emphasizes that your content creation efforts should focus mainly on whichever platform you own. Frank encourages attorneys to seek client-oriented questions to help them in the content creation process and to use their own anecdotal style to guarantee a unique brand. He warns lawyers to establish a consistent publishing schedule, manageable with their busy lives, and reiterates that sustainability is the goal. Frank also instructs legal professionals to view their social media outlets as satellites that operate around, and integrate into, their main content hub. He lists his content marketing best practices, like clear documentation and iterative improvement focused progress, and provides a few examples of what makes a good marketing strategy. Frank closes the interview with a reflection on how content marketing has changed over the years and some emerging trends he sees for the future.

Frank Strong is the founder and president of Sword and the Script Media, LLC, a veteran-owned business based in Atlanta focused on PR, content marketing and social media services.  However, most folks in the legal community will recognize him from his previous assignment as the communications director for the LexisNexis software division in Raleigh. During his tenure at LexisNexis he was the primary champion behind the LexisNexis Business of Law Blog, which garnered tens of thousands of visitors from the legal community every month and earned praise from likes of Forbes.

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