Featured Guests
Frank Strong

Frank Strong is the founder and president of Sword and the Script Media, LLC, a veteran-owned business based in...

Your Host
Heidi Alexander

Heidi S. Alexander, Esq. is the director of the Massachusetts Law Office Management Assistance Program (MassLOMAP). She advises lawyers...

In this episode of The Legal Toolkit, founder and president of Sword and the Script Media, LLC. Frank Strong talks with Heidi Alexander about content marketing and why it’s so important for lawyers. Frank starts by defining content marketing, a business process for creating and distributing relevant and valuable content, and briefly explains how this process can help lawyers build trust with their existing and prospective client base. He lists a few content marketing characteristics, like working consistently and ensuring that you own your distribution channel, and emphasizes that your content creation efforts should focus mainly on whichever platform you own. Frank encourages attorneys to seek client-oriented questions to help them in the content creation process and to use their own anecdotal style to guarantee a unique brand. He warns lawyers to establish a consistent publishing schedule, manageable with their busy lives, and reiterates that sustainability is the goal. Frank also instructs legal professionals to view their social media outlets as satellites that operate around, and integrate into, their main content hub. He lists his content marketing best practices, like clear documentation and iterative improvement focused progress, and provides a few examples of what makes a good marketing strategy. Frank closes the interview with a reflection on how content marketing has changed over the years and some emerging trends he sees for the future.

Frank Strong is the founder and president of Sword and the Script Media, LLC, a veteran-owned business based in Atlanta focused on PR, content marketing and social media services.  However, most folks in the legal community will recognize him from his previous assignment as the communications director for the LexisNexis software division in Raleigh. During his tenure at LexisNexis he was the primary champion behind the LexisNexis Business of Law Blog, which garnered tens of thousands of visitors from the legal community every month and earned praise from likes of Forbes.

Special thanks to our sponsors Amicus Attorney and Scorpion.


Full Transcript

 View Transcript

Brought to You by
Episode Details
Published: August 24, 2016
Podcast: Legal Toolkit
Category: Legal Marketing , Legal Technology
This Podcast
Legal Toolkit
Legal Toolkit

Legal Toolkit highlights services, ideas, and programs that will improve lawyers' practices and workflow.

  iTunes   Google Play
More Episodes
07/18/17
How Millennials View the Legal Industry

Drew Rossow and Elan Fields discuss their millennial perspective of the legal industry.

06/19/17
Managing Your Law Firm with Key Performance Indicators

A legal podcast about what key performance indicators (KPIs) are and why lawyers should use them for business management.

04/20/17
Encouraging Innovation in Law School

Gabe Teninbaum, professor of legal writing at Suffolk Law, talks about the work Suffolk is doing to encourage innovation, including programs, technology courses, and...

03/15/17
Improve Your Law Firm with Small Client Intake Changes

Effectively managing your practice’s client intake process can be the difference between a good law firm and an exceptional one.

02/17/17
Digital Assistance in the Practice of Law

In this episode of The Legal Toolkit, Louise Kennedy and Mitch Jackson join Jared Correia to discuss the role of digital assistants in the...

01/04/17
The ABA’s Newest Project: Blueprint

ABA President Linda Klein talks about project management needs that solo and small firm attorneys struggle with and the ABA's new Blueprint initiative.