Copo Strategies, LLC

Most lawyers’ predictions pieces opining on what 2021 has in store for the areas of law they practice will be a dime a dozen. Yours does not have to be. Check out our Wayne Pollock's tips for creating predictions pieces that will leave lasting favorable impressions on your readers.

In high-profile litigation, plaintiffs' counsel and their clients should be thinking about whether going to the media before they file a lawsuit could impact whether the media will cover the lawsuit after it is filed. Should lawyers seek publicity for a legal dispute BEFORE they actually file a lawsuit? Our Wayne Pollock tackles that question in this video.

Lawyers and law firms often overlook referral marketing when deciding where to invest their marketing resources. Our Wayne Pollock explains how lawyers and their firms can boost their referral marketing efforts by crafting thought-leadership marketing content aimed specifically at their referral sources.

The money you and your law firm are spending on your #contentmarketing and #thoughtleadership marketing programs is an investment. If executed effectively, you could realize an ROI on that investment in three different ways. Wayne Pollock explains one.

No, really, not every lawyer or law firm should delegate or outsource their crafting of thought-leadership marketing content (like blogs, bylined articles, and client alerts) to a colleague or outside ghostwriter. But if you or a colleague would benefit from doing so, don't you think you should know the signs pointing you in that direction? Our Wayne Pollock is here to help.

Regardless of what kind of law you practice, we are willing to bet you and your law firm can use email drip campaigns to effectively engage past, current, and prospective clients and referral sources. Check out Wayne's video to learn more. #thoughtleadership #contentmarketing #legalmarketing #lawfirmmarketing #publicrelations

Whenever you write, but especially when you write marketing content, test the clarity of your writing with the "first pass rule." You will instantly make your writing more crisp and more effective. #ThoughtLeadership ... #contentmarketing #lawfirmmarketing #LegalMarketing See more

For law firms of a certain size and with certain practices, establishing a conflicts check system for #thoughtleadership marketing content is a no-brainer. Otherwise, firms risk creating positional conflicts or infuriatingand possibly losingclients via content. #legalmarketing #contentmarketing

Injecting personality into your thought-leadership marketing content will help you build the kind of rapport with your audience that could lead to new business opportunities. But it will also help your content stand out from your competitors’ own (likely) dry and stuffy content.

Don't let anyone tell you that your long blog posts, bylined articles, and client alerts will be ignored. As long as you engage your audience, they'll stick around to the end of whatever content you've created for them, no matter its length.

Headlines are without a doubt the most important piece of the thought leadership/content marketing puzzle. Without alluring headlines, your marketing content will not get consumedno matter how compelling that content might be.

Be a and not a when it comes to your blog posts, bylined articles, and client alerts regarding developments in the law. Don't rush to be the first attorney or law firm to publish a blog post or client alert about a particular development when that content does little more than regurgitate what a court, administrative agency, or legislature said. It is OK to take a few days to provide substance and value to the consumers of your content about a development, and to give the...m a sense of what they should do now. Your thought-leadership content will resonate better with past, present, and future clients and referral sources when you prioritize substance and value over speed. (You can check out the full video here: https://www.youtube.com/watch?v=rl8U1upOKQM) #thoughtleadership #legalmarketing #lawfirmmarketing #contentmarketing #lawfirms #publicrelations

Few attorneys and law firms put their webinars to good use AFTER the webinars take place. 1 webinar will yield more than 16 related/derivative content marketing and/or thought leadership pieces that can be used to engage past, current, and prospective clients and referral sources. Here are 16 of those piecesin 43 seconds (sped up, of course, with no audio).... You can watch the full video, with audio and at a humane speed, at https://youtu.be/Cn3mGJn1fnA.

ATTORNEYS When creating thought leadership content regarding developments in the law, answer THREE specific questions and you will *never* have to worry whether you provided value to the consumers of that content. Why does providing value matter? ... If you aren't providing value to the consumers of your content, you're not going to leave a favorable impression on them. And if you don't leave a favorable impression on them, they're not going to hire you or refer you cases. To get you started, I give you one of those three questions in this video. For the other two, check out the full video: https://youtu.be/AOmiU-o-Qs4 #thoughtleadership #lawfirmmarketing #publicrelations #legalmarketing #contentmarketing #lawfirms #law #lawyers #attorneys

So much COVID-19-related thought-leadership content from law firms buries the lede. Doing so can drive readers away quickly from a piece of content. This defeats the purpose of attorneys spending what would otherwise be billable time writing the content in the first place!... In the full 280-second video (https://www.youtube.com/watch?v=IO2_cXiqc-g), you'll learn more about the problem and how to fix it. #thoughtleadership #legalmarketing #lawfirmmarketing #contentmarketing #publicrelations #lawfirms #attorneys #lawyers

Attorneys and legal marketing folks: Here's why thought leadership is such an important marketing tool for you and your law firms during the COVID-19 crisis. As is so often the case in times of crisis, your current and prospective clients and referral sources will be looking to you for guidance and insights during this uncertain time. For that very reason, you should be going all in on thought-leadership marketing content if you have not already.... With it, you can convey mastery and expertise through content, while at the same time positioning your practices and your firms as places clients and referral sources should turn to if they need assistance with the legal issues you're addressing. Check out the full video for four tips for attorneys and their firms (but really, any professional services provider) for crafting thought leadership during the COVID-19 crisis: https://www.youtube.com/watch?v=AhfwepR0TN0.

In #legalmarketing, NOTEworthy > NEWSworthy when it comes to the audiences that matter most to law firms.

These trends might seem novel now. But soon, they’ll be baked into the normal course of your advocacy for clients who wish to engage the court of public opinion regarding their legal disputes.