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Is Content Still Worth Your Time?

With so many methods to communicate and distribute brand, expertise, and thought leadership online, choosing the most effective can be confusing. However, how to distribute information is less important than knowing that the key to success lies in the content itself first and foremost. In the most recent results of the survey for digital marketing & content for the legal profession by Greentarget, there is a clear message that social media usage by in-house counsel continues to grow, and that for them, it is about quality content that is supported across channels.

Data from this year’s survey demonstrated that blogs still influence hiring decisions (38%), and that although the number of in-house counsel who read blogs regularly has been static since 2014, in-house counsel

continues to rate firm blogs as somewhat or very credible (65%). The report also concluded that 74 percent of in-house counsel still find law-firm blogs valuable. Other valued channels of distribution included client alerts (77%) and practice group newsletters (76%) along with an increase in the use of Wikipedia (71%) to conduct company and industry research.

 This suggests great opportunities particularly because it seems law firm attorney blogs are rating higher in credibility than media branded blogs, but the results caution that “while firms are producing content in increasing quantities, they may be neglecting the quality of what they’re producing.” What this means is firms producing quality content and distributing it across more platforms will no doubt get the most attention.

Leverage the WSG platform across the network and digital media:

  • WSG Industry and Practice Group Blogs: group members can upload relevant posts to their groups to increase engagement and credibility with targeted groups.
  • Blog RSS Feed: Gain additional exposure for your firm and its thought leaders by automatically syndicating firm blogs to the WSG website.
  • Article and News RSS Feeds: Expand the reach of articles and news to professionals across the network and digital media.
  • WSG Publications: By syndicating articles and news to the WSG site, your content may be featured in WSG’s publications and other media platforms.

 With a documented content strategy that includes WSG, firms have an advantage when it comes to promoting their expertise and building credibility. If you’d like to learn more about how to include  WSG in your firm’s content marketing strategy, please contact us at marketing@worldservicesgroup.com or 1 + 713.650.0333.


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5 Things Every Marketer Needs to Know About Mobile Marketing Development

In the age of technology, there are more than 1.5 million smart phone applications that exist with upwards of 300 apps created every day. As discussed at the WSG 2015 Annual Meeting by keynote speaker, Rick Klau of Google Ventures, startups and the new generation of 

evolving clients are not taking baby steps, but rather large leaps when it comes to technology. WSG recognized this early on and developed a mobile member-to-member app and a responsive, mobile-friendly website, further allowing members to access WSG and the member base on the go.


WSG is constantly looking to innovate and use technology to benefit our members. How is your firm leveraging technology to improve client services and solutions?  If you’re thinking about furthering your mobile accessibility, here are five things you should consider: 

 How are clients using mobile devices? Take time to understand how a mobile app or site could most benefit your clients and your relationship with them. This is great way to gain insight into changing client needs and how a mobile offering could help meet them.

Get to know your competitors. Find out how your competitors are utilizing mobile devices and how you can improve upon their offering while differentiating your firm.  This can help you to understand what it will take to achieve success in making your mobile presence unique.

The difference between mobile websites and mobile apps. While a mobile site is easy to use on a phone or tablet, an app is even easier. Once a user downloads an app they can access information at the touch of a button and the information tends to be more select and streamlined. This native app development does not require internet  and allows information such as contact, member details, profile information, resources and knowledge tools to be quickly viewed.

The mobile experience is not the same as a desktop experience. People visit an app or mobile site because they want quick information and you must design with this in mind. If an app just transfers the same content and information from a desktop website, you’ll most likely have information overload and navigation too cumbersome for a smart phone.

Create mobile offerings for a specific campaign or event. Apps and mobile sites can serve many functions including unique campaigns, search features, user accounts, news feeds, and more. Consider this when designing apps and mobile sites.

While mobile apps and sites are still not the norm across professional services firms, it is precisely for this reason that they provide you with a unique opportunity to get a step ahead of your competitors and demonstrate to clients that your firm is forward-thinking. Either way, mobile apps and technology will continue to evolve and become a more significant part of business and business communications. If you decide to be at the forefront of these changes, we have a WSG alliance partner in place to help. Contact us at marketing@wsgnetwork.com or 713.650.0333 to learn more. 


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Content is King

Clients are relying more and more on the content they find across the Internet and social media to vet and select who they work with. Over 69% of in-house counsel listed attorney-authored blogs as somewhat or very important in selecting outside firms for hire, and a majority of in-house counsel reported following lawyer-authored blogs as closely as those written by professional journalists. (Greentarget 2014 State of Digital & Content Marketing Survey)

 

The Big Picture: How we communicate and make decisions in the business world is changing rapidly – and the Internet and social media play a growing part in both. By harnessing the power of content, you can engage clients in conversations and topics that are most important to you, demonstrate your expertise, build trust in your brand, and grow traffic to your firm’s website. But, with the vast amount of content being produced every day, how can firms break through the clutter? WSG’s Join the Conversation webinar, Content is King, discusses the key steps and tips to best leverage the Internet and WSG to improve your firm’s online visibility and ultimately help meet your business goals.

 

Consider the following:

 

Have a plan. In order to produce a consistent stream of high quality, relevant content, you’ve got to have a plan. Start by creating an integrated strategy that aligns with your overall business goals. Next, determine what information and news are the most important to your existing and potential clients. Your plan should include an editorial calendar with specific tactics, suggested topics and headlines, content deadlines and allocated responsibilities. While it’s a major undertaking, you’ll be thankful for your hard work in the end.

 

Create meaningful content. Your clients are searching for information, answers and validation, and they trust sources that consistently provide all three. Be relevant and engaging – demonstrate your expertise and how you solve client problems. Include a mix of content types including original (by firm experts), curated (3rd party content with commentary from a firm professional) and syndicated (3rd party content republished on your site).

 

Distribute and promote across distribution channels. You took the time to create great content – now make sure it is received, read and shared. Repurpose and optimize content across multiple firm, WSG and other available channels and tools (yes, plural) – and make sure content is easy to share. Give people the best chance to see your content.

 

Measure & refine. In order for content marketing to be successful, you must have analytics to regularly track user behavior and be committed to refining your approach as necessary. Content effectiveness can be measured through web analytics, social media activity, downloads, comments and more. 


 

Are you harnessing the power of your content? For a more in-depth look at how to leverage content marketing for your firm, view a replay of WSG’s recent webinar “Content is King”. 

 

Content is King is the third webinar in WSG’s Join the Conversation Webinars series. Presenters include guest speaker and WSG Alliance Partner, Joe Beccalori, Co-Founder and President of Interact Marketing, as well as WSG’s own Maricarmen Trujillo, VP, Jess Ferdinand, Marketing Director, and Kendall Repka, Senior Marketing Coordinator. The Join the Conversation webinars are a critical part of bringing additional expertise, resources and value to the network and ensuring that we are doing everything we can to make sure your content – and your firm – get noticed. If you would like to discuss how to best leverage WSG’s web-based marketing initiatives and opportunities for your firm, please email marketing@worldservicesgroup.com to schedule a time.

 


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Traditional Versus New Media; Communicating in Today’s World

An important cornerstone to any organization’s business success is a well thought-out marketing strategy. While the legal, accounting and investment banking professions may be steeped in distinguished tradition, the marketing world is dictated by vogue trends and cultural shifts.

 

The two worlds come together when firms determine the clients they want to attract and the messages they need to convey to engage those clients. The recent Ford Trend Report for 2015 focused on the new client powerhouse: Generation Z. This generation is prone to conduct independent research through social media, rather than asking peers and mentors for advice. They are more likely to take the risk and start a business and less likely to pursue an advanced degree than a Millennial (Ford Trend Report for 2015). The new Generation Z client will still need all the legal, accounting and investing advice that earlier generations needed, but they will seek it and conduct “pre-purchase” research from a completely different source.  

 

 

 

Enter: World Services Group. WSG continues to develop new platforms to help members and their respective marketing groups to showcase businesses and leverage efforts across new media. WSG hosted the 'Join the Conversation' webinar series to help members understand the world of SEO, social media and content marketing, as well as rolled out the new Practice Group Blogs page and introduced a mobile app. All of these tools provide enhanced exposure to member organizations, create searchable content on the web, and ultimately help to increase business opportunities. Continue doing great business as usual and being part of the Network – We’ll continue with our mission to stay in tune with the current trends and enabling member firms to remain competitive in today’s global multidisciplinary services environment.


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WSG's members are independent firms and are not affiliated in the joint practice of professional services. Each member exercises its own individual judgments on all client matters.

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