Many law firms are producing a lot of great content but the content is either distributed in such a limited format or poorly optimised that the message and the benefit of content is lost.
The direct mail newsletter has been a marketing stalwart for legal practices is carefully scripted, printed and sent out to your clients. The impact of a single newsletter has an effective life of a few days. In order to result in an immediate action will depend upon the reader having the legal problem at the time that they are reading your newsletter. Whilst newsletters and journals were the primary way of distributing your knowledge in the past, your prospects are more than likely to research their problem via Google first.
The approach today is to have your newsletter material available permanently via your company blog - available when people are searching for either a solution to their problem or looking for someone who understands their problem and can offer a solution.
I have also seen a number of firms publishing their articles only as pdf's rather than as blog posts. The structure of their site and the manner in which updates are published fails to take maximum advantage of their content. The content is often difficult for both users and Google to find. They should be producing the articles as blog articles and a pdf.
The company blog, closely integrated with your website, is one of the most powerful internet marketing tools available to all businesses.
Produce newsletter and send to your mailing list. The next month, produce a new newsletter on a different set of issues and send to your mailing list. A large proportion of your carefully constructed newsletter will unfortunately go in the bin and be unread.
So much time is spent creating marketing content that is of relevance to your market, that it is a waste to just use it once. The sys