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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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Strategy vs. Tactics: Two Sides of a Difficult Coin
With each successive large-scale cyber attack, it is slowly becoming clear that ransomware attacks are targeting the critical infrastructure of the most powerful country on the planet. Understanding the strategy, and tactics of our opponents, as well as the strategy and the tactics we implement as a response are vital to victory.
'Huguenot LLC v. Megalith Capital Group Fund I, L.P.': A Tutorial On Contract Liability for Real Estate Purchasers
In June 2024, the First Department decided Huguenot LLC v. Megalith Capital Group Fund I, L.P., which resolved a question of liability for a group of condominium apartment buyers and in so doing, touched on a wide range of issues about how contracts can obligate purchasers of real property.
Major Differences In UK, U.S. Copyright Laws
This article highlights how copyright law in the United Kingdom differs from U.S. copyright law, and points out differences that may be crucial to entertainment and media businesses familiar with U.S law that are interested in operating in the United Kingdom or under UK law. The article also briefly addresses contrasts in UK and U.S. trademark law.
The Article 8 Opt In
The Article 8 opt-in election adds an additional layer of complexity to the already labyrinthine rules governing perfection of security interests under the UCC. A lender that is unaware of the nuances created by the opt in (may find its security interest vulnerable to being primed by another party that has taken steps to perfect in a superior manner under the circumstances.