Author: John Corey
Editor’s Note: The author of this post is the president and co-founder of Greentarget, a strategic public relations firm.
There’s a lot of hubbub around “content marketing” these days. That phrase may be new, but the truth is marketing has always been about content. What’s changed, of course, is the delivery, as the digital era has turned everyone into a publisher.
Eighty-four percent of law firm Chief Marketing Officers said they plan to produce more content this year, according to our State of Digital and Content Marketing Survey.
In general, brands are churning out words and pictures, audio and video, graphics and data that have made the internet a vast ocean of content. And it’s only getting deeper. Seventy percent of marketers are producing more content in 2015 than one year ago, according to the Content Marketing Institute’s 2015 Benchmarks, Budgets and Trends report.
But will anybody read it? In the rush to start producing content, many marketers fail to ask themselves that question.
Our 2014 survey showed that while the vast majority of law firms are producing content, only 25 percent said they had a content strategy. Surely, a firm spending time and money to produce content ought to have a clear understanding of how the content will both support business objectives and serve its audience.
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