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Linking Content into the Client Journey: Why Content Experience Matters
Whatever the size of the law firm, small, midsize or Big Law, marketing's goal is to engage your target audiences and demonstrate your firm to be the authoritative leader in providing the solutions they should choose. As communications expert Seth Godin describes it: "Marketing is the act of telling a story so vivid and true that people who hear it want to tell other people." One of the most effective components of legal marketing is thought leadership content. With today's available palette of media tools, law firms are able to design, build and customize the content that their client's experience like never before. Ensuring that this "content experience" is profound and impactful is a necessary and critical endeavor.
|What Is Content Experience?
By definition, content experience is the comprehensive digital interactions someone has with a firm's subject matter and the impression it leaves on them. It is comprised of a three-step approach — presentation, structure and engagement.
A law firm client's journey needs to be understood as the entire pathway delivering all manner of impressions. From a response to a request for proposal, to the welcome packet at the point of engagement, to an end of matter survey, to a robust client feedback program, all digital content along this journey must be nurtured, measured, and modified at each step. This can include anything from signing up for access to a white paper, an on-demand CLE or the results to a targeted survey.
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