Most law firms invest significant resources into associate training. But is it working? If your law firm conducts training for associates, do you have mechanisms in place to measure success? Those are questions that only a law firm, its associate trainees, and, I suppose, clients who ultimately use the associates can answer, but in my experiences working as an attorney—and now a trainer and coach—many training programs lack the strategic planning and rigor necessary to achieve high-impact growth and sustainability.

Marketing legal services means waging a war for attention. Even if you have something important and interesting to share, the odds are that very few people will read, see, or hear it. Every day, more than 100 billion emails are sent, 3 million blog posts are published, and 500 million Tweets are posted. With all this noise, how can you possibly break through? The answer, put simply, is Visual Storytelling. Creating visual content that tells a story and focuses on what matters to clients is the key to standing out.

We are happy to announce the launch of the 2019 Law Firm Content Marketing Survey. If you are a lawyer or law firm marketer we’d really appreciate you spending just a few minutes answering (anonymously) the 14-question survey below. Your responses will help us to compile a report, to be released in March, that will establish statistics, benchmarks, and trends in law firm content marketing.

If you don’t have the time or resources to invest in transforming your own website or blog into a high traffic, authoritative platform, then use someone else’s to share your ideas and insights with a wider audience. Creating and publishing content on sites that your target audience (and Google) already knows, likes and trusts is one of the best ways to attract attention, build your reputation as a thought leader, drive high quality traffic back to your own platform, and increase the domain authority of your website.

To do law firm content marketing well, a comprehensive strategy, which incorporates written content, guest-posting, visual storytelling, PR, distribution, and in-depth analytics is required. To stand out, your law firm must produce and market content that is high quality, strategic, and valuable to a defined audience.

There are more options than ever for law firms who want to market and grow their practices. This often leads firms to invest in many different tactics, hedging their bets by spreading their resources widely like one dollar chips scattered across a roulette table.

Content marketing is not new. Sharing valuable, educational, and relevant content as a means to attract new clients and customers has been an integral marketing tactic for businesses across a wide spectrum of the economy for decades. And it’s particularly effective in marketing sophisticated legal services—in fact, among all the alternatives, it offers the best marketing ROI for law firms in 2019.