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Insights

Global perspectives.
Latest thinking. 

Leigh Dance has written, published and spoken extensively on many aspects of global legal services, at major global conferences and in business and legal industry publications worldwide, including The Wall Street Journal.  Click here for our extensive archive of past (we believe still insightful!) published articles.

Dance is author of Bright Ideas:  Insights from Legal Luminaries Worldwide, published by Mill City Press and available on Amazon.  Bright Ideas is a compilation of 23 original essays by leaders and influencers around the world.

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Content Marketing Across Borders

What are the essential components of effective content marketing for law firms?  Yesterday I had the pleasure of speaking on the 10 key components at an LMA webinar .  My co-speakers: my impressive and knowledgeable colleagues Deborah McMurray of Content Pilot and Elonide Semmes of RightHat.  I spoke mostly about addressing challenges of content marketing to reach global target markets.  Quote of the day, thanks to George Bernard Shaw:  “The biggest problem in communication is the illusion that it has taken place.” The 10 components of content marketing planning and execution that we discuss in brief are:

  • Definition of content marketing
  • Firm strategy
  • Positioning strategy
  • Firm values
  • Understand your clients
  • Content strategy/your messages
  • Measurement & metrics
  • Goals
  • Distribution channels
  • Sustainability

You can listen to the webinar at this link:  https://attendee.gotowebinar.com/recording/879888943273544450

Along with the famous Norm Rubenstein, we’ll be presenting in more depth on this topic at the LMA annual conference in San Diego, April 14 at 11am.  Hope to see some of you there.