Podcast: How to Create Compelling Marketing Content, Ethically
Megan Zavieh, state bar defense lawyer, writer and podcast host interviews Nick Rishwain, of Experts.com (an online marketing platform for expert witnesses and consultants). They cover lots of topics on the subject of curating and creating compelling content ethically (say that 10 times fast!).
Topics in This Episode:
- Lawyers have to create content ? it’s no longer merely a “consideration,” it has to be done
- Your customers/clients are not reading law journals or academic journals so make sure you’re creating content on platforms where your audience and clients are
- Common objections that lawyers have when it comes to creating content
- Why it’s not necessarily the best strategy to load your blog posts with law firm-specific SEO keywords if you actually want them to be readable
- What is newsjacking and how can you use it to generate ideas for content you can create?
- When creating content about current events, you want to make sure you don’t appear to be ambulance-chasing
- Is there room for more educational-type of content as opposed to more marketing-driven type of content
- What type of Call-To-Action can go along with your content?
- Why you shouldn’t worry about “giving away all of your secrets” when you’re creating content
- How you can be using videos to reach out to potential clients
- Why any type of videos, including Facebook Live and Instagram Stories, are helpful in familiarizing potential clients with you
- For how long should you retain copies of your communications?