I’m often asked how do you know if your social media efforts are working, and other than resulting in new business, which may take time to materialize, there are other…

While many firms are content producing powerhouses, disseminating client alerts, thought leadership pieces, social media posts and other information daily via the many distribution channels with which they engage their target audiences, they often fail to really think about the how, what, when, where and why of the content they are creating and how it will actually benefit their clients and other influential readers.

These firms are on content autopilot, just going through the motions to churn out thought leadership pieces as efficiently as possible, often because that’s just the way their firm does things or because they don’t want to question a partner or someone more senior to them or because there is pressure to get things out the door to be competitive with another firm.

If you find yourself in this position, take a moment to give yourself a “content time-out” in order to really think about why you are doing what you are doing. If it doesn’t make sense with your brand and business development goals, immediately change course.

Taking the time to ensure that your content marketing and your business development strategies are completely aligned will enable you to create more focused, client-centric content that will better engage with your target audiences and lead to new business and the retention of clients.

Remember that the goal of content marketing is not just about populating your social media feeds with a steady stream of content. Rather, the goal is to use content as a differentiator to help position your lawyers and your firm as thought leaders, which will help to keep you top of mind with key individuals for when they have a matter that fits your background. It’s always about quality versus quantity.

Here are some ideas to take your content strategy to the next level.

Many of those in the legal marketing industry already know of Susan Freeman because of her strong online presence and ability to gather and support other women. Susan is the epitome of what is means to be a woman who supports other women. She’s been kind and helpful to me through the years, and she is a role model for all of us in terms of using her platform for the greater good.

I asked Susan to be part of the Women Who Wow series, which is running not only during March, Women’s History Month, but throughout the year, because she selflessly promotes so many others, and I thought it was time to shine a spotlight on her. Thank you Susan for all you do for our industry and for women. Learn more about her.

We have entered an unprecedented time with the recent coronavirus outbreak. There’s a lot of uncertainty and as a result, office closures, postponement or cancellations of meetings, events and just about everything else.

Law firms and other business organizations are trying to function in a volatile and rapidly changing environment. So how do you conduct business as usual during the COVID-19 crisis? And is it okay to market your firm and lawyers during this time?

My answer to this is yes, it is okay to market and that you should – but it should be done differently than before the virus.

If you are going to market your firm and your lawyers, showing support and empathy should be at the heart of everything you do. This is not the time to announce the relaunch of your web site, your latest rankings or a new brand.

Your guiding principle should be to show compassion and care to your employees, clients and the greater community and to educate, inform and help others through thought leadership and educational seminars. If these activities lead to enhanced branding and new business by demonstrating your position as an authority in a particular area, then that’s great – but firms that do heavy marketing during a global crisis can be seen as insensitive and out of touch.

It is important to remind your employees and clients that you care about them, you’re here to help them and that it is business as usual at your organization, even if most of your employees are working from home. Companies often struggle with getting this balance right.

In this article, I’ll discuss strategies for marketing your firm during the coronavirus – as well as any crisis – that may arise.

It hasn’t been an easy year for me.

Right about this time last year, I was packing up the last of my boxes to move into my boyfriend’s apartment.

I was so excited that I had finally met “the one.” I had never felt this way before and we moved fast. We were so different personality wise and a 10 year age difference. We were talking about marriage and kids, but my intuition knew something was up.

Throughout the month of March and beyond, I will be spotlighting “women who wow” me on the blog– these are women I’ve met through my professional and personal lives. They are leaders who inspire and awe me, and push me to be a better version of myself. They are role models for the future generation of women. I think we can all learn from them.

Today I’m highlighting Carolyn Sandano, who I have known for many years through the Legal Marketing Association. Carolyn is a seasoned legal marketer who is always calm under pressure and offers wise advice. I can think of many occasions where she has supported not only me but other women and been generous with her time and counsel. Get to know more about Carolyn.