For the Defense - Vol. 8, Issue 3 - 36

Content Marketing Made Simple:
5 Steps for Building an Effective
Content Marketing Program
W
hether you work in Big Law, with a boutique defense
firm, as a solo practitioner, or anywhere in between,
you've probably heard some of this marketing speak
being tossed about:
*
*
*
Content marketing
Thought leadership
Branded content
Even if you haven't heard these terms anywhere other than in
my columns or on my LinkedIn posts, they are important concepts
for your marketing and business development. The good news is
that you don't have to be able to define them. As with a lot of
jargon, more than one " correct " definition exists, and these terms
are often used interchangeably in order to unlock their power for
you and your practice.
What is content marketing?
Long before we posted on blogs, issued client-impact alerts,
and presented webinars (all forms of branded content under the
36 For The Defense l Vol. 8, Issue 3
Meg Pritchard
broader category of content marketing), lawyers wrote articles
and spoke at conferences (also forms of content marketing, and
often referred to as thought leadership).
Why is content marketing so important?
Because no matter the size of the firm or the type of client, the
relationship between counsel and client is, at its core, based on
trust-trust that the lawyer and firm have the right expertise and
are the best choice to help them solve their legal problems and
challenges.
Content remains one of the most effective ways to build and
maintain a trust relationship with existing clients, prospective
clients, and referral sources, by providing valuable, informative,
and actionable content that highlights your expertise. In fact,

For the Defense - Vol. 8, Issue 3

Table of Contents for the Digital Edition of For the Defense - Vol. 8, Issue 3

Contents
For the Defense - Vol. 8, Issue 3 - 1
For the Defense - Vol. 8, Issue 3 - 2
For the Defense - Vol. 8, Issue 3 - Contents
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