Authored By: Candace Whitman
When your law firm is publishing marketing content like videos, podcasts, articles, and blogs, it can be discouraging to not immediately get phone calls and emails from potential clients and referral sources wanting to do business with you.
Wayne Pollock legal content expert says in an article for LexBlog that law firms should not view direct marketing results as their only goal of content and thought-leadership marketing.
Pollock states, "Instead, you should commit to consistently creating content because doing so can build sustained momentum for your marketing and business development efforts and unlock the Cumulative Effect of Content."
The "Cumulative Effect of Content" is the positive impression you make on your audience when they look at your website or social media channels and see all of the content you've posted as a whole.
Your short-term goal for creating content may be to produce a direct marketing result like a call, email, referral, or meeting, but, Pollock explains, your long-term goal should be to be persistent and build a library of content that will lead your prospective clients, referrals sources, and colleagues to see you as an expert they want to work with.
To read more about the "Cumulative Effect of Content", click here to read Pollock's LexBlog article.