Copo Strategies

Latest from Copo Strategies

Lawyers should do these seven things in 2021 to make their blog posts, bylined articles, and client alerts better than ever. Happy New Year! I am going to hazard a guess that, in keeping with tradition, you have some New Year’s resolutions on the books. Perhaps your most ambitious resolutions concern your professional development. Like many other lawyers, these resolutions probably include devoting time and resources to your business development and marketing efforts. For most…
While law firm blog posts, bylined articles, and client alerts are often used for general marketing purposes, they can be strategically deployed to boost a firm’s business development efforts. Are you and your law firm using thought-leadership marketing content like blog posts, bylined articles, and client alerts for more than just general marketing efforts? Are you using it to boost your and your firm’s business development efforts? You should. Marketing vs. Business Development Before I…
For lawyers, predictions pieces are effective tools for demonstrating thought leadership. Do these four things to ensure your next predictions piece makes a lasting favorable impression on its readers. Whenever we hit a new period of time — whether it’s a new calendar year, a new court term, a new school year, a new decade, whatever — that is an opportunity for lawyers to demonstrate their thought leadership through predictions in the form of a…
Lawyers and their law firms can boost their referral marketing efforts — and their business — by crafting thought-leadership marketing content aimed squarely at referral sources. If you are like most lawyers, you are familiar with thought leadership as a form of marketing. It is a classic marketing technique lawyers have been using for decades. It follows a simple, logical path: “If I write or speak about issues that arise within the area of law…
When lawyers collaborate with an outside writer to help them craft and publish thought-leadership marketing content, they are making a small investment for which they could realize significant ROIs. I frequently speak with lawyers and law firm marketing or business development professionals regarding their firms’ investment in their content marketing and thought-leadership marketing programs. These conversations frequently touch on those lawyers’ and law firms’ experience and interest in collaborating with an outside writer (also known…
Lawyers should consider working with a ghostwriter when they appreciate the role content plays in their marketing, have a niche or target audience, do not have the time to write marketing content, and do not enjoy writing the content enough to do it themselves. I launched the Law Firm Editorial Service after hearing from lawyers who told me that they were just too busy to write the kinds of marketing content, often known as “thought-leadership”…
Unless their local jurisdiction says otherwise, a lawyer’s ghostwritten marketing content is likely to pass ethical muster if they are involved in the drafting process. There are a number of reasons why busy lawyers turn to ghostwriters to help them create and publish marketing content—like blog posts, bylined articles, and client alerts—under their own names. One reason, as I just alluded to, is that lawyers are busy and very rarely in a position to create…
Email drip campaigns allow lawyers to acquire clients, reinforce their thought leadership, provide outstanding client service, and much more through strategically crafted personalized automated emails. You have almost certainly been a recipient of an email drip campaign even if you are not familiar with that term or the concept. If you ever visited an online retailer, left something in your shopping cart without purchasing it, and then received an email about having left that item…
It is a myth that people do not consume long content. They do—but only if it is engaging. “Gone with the Wind,” originally released in movie theaters in 1939, is the highest-grossing film of all time. The movie raked in more than $7.2 billion worldwide (in 2020 dollars) at the box office. It is a beloved classic (but one that is being reevaluated for its depiction of race and slavery). When “The Godfather”…
If you are not abiding by the “first pass rule” every time you write, start doing so this very second. If there’s one thing we can all agree on when it comes to business-to-business thought-leadership and content marketing, it’s that most of that content is not particularly engaging. Many forms of that content, including blog posts, bylined articles, and client alerts, rarely compel the consumers of that content to continue consuming it. This is particularly…