Prioritizing Content in 2017

Jennifer ScalziMarket Trends

As the end of the year approaches, many firms inch closer and closer to the fresh budgets that signal the start of a new fiscal year. When putting the final touches on the roadmaps that will guide your work and resources for 2017, consider the level of priority you have (or haven’t) placed on content marketing. In a recent Forbes article, “The Importance of Budgeting for Content Marketing in 2017,” author John Hall demystifies the common reasons for ignoring your content marketing strategy and pushes for solidifying a healthy line item in those sparkly new budgets. Disregarding the value now means making up for lost ground later.

Identifying the potential return is the first step to gaining buy-in, both your own and the decision makers who will need to justify the spend. In a competitive market, every distinction counts, so it’s difficult to rationalize how you could comfortably ignore implementing a strategy that can:

  • offer you a sincere reason to reach out to your contacts
  • position you as a resource to existing and potential clients
  • demonstrate your thought leadership
  • show your real-time understanding of the current law
  • credential you, your practice group, your firm
  • enhance your digital presence
  • generate new business outside your network
  • evolve beyond the original piece into speaking engagements, articles, book deals, quotes in major publications
  • serve as a relevant takeaway from a conference or meeting that keeps you front of mind

Content marketing is essentially the digital version of putting your money where your mouth is. It provides the right forum for attorneys and firms to go beyond claiming to be a leader in your field or industry and actually show people.

Understandably, there are a lot of reasons why marketers want to avoid making the investment. Time, leadership buy-in, adequately tracking the ROI, the list goes on. But Hall explains, and we agree, that while relatable, none of those reasons outweighs the return of content marketing done well. His bottom line: you’re only delaying the inevitable, and it will probably cost you in more ways than one, to get caught up down the road.