Legal Marketing: Six Keys to Becoming a Recognized Expert - Third in a Series
Disclaimer: When I use the word “expert” or “specialist” in this series, I’m not talking in the legal or ethical sense, but in the marketing sense where the goal is to get media and/or prospects to perceive you as an expert or specialist. 
The third legal marketing strategy for building credibility and becoming a recognized expert is Submitting Articles Online.
Many of you have written articles for your state or local bar association or some other newsletter that’s heavy on the technical jargon. However, for these online legal marketing articles, you want to craft brief, information education-based pieces that are typically 400-700 words in length.
There are literally hundreds of websites that will publish your articles online for free. All you have to do is submit them. The top sites include EzineArticles.com, GoArticles.com, ArticleDashboard.com, ArticlesBase.com, Buzzle.com and more. If you do a Google search for “article directories”, you’ll get many more.
You can also sign up for a service to do it for you for a small monthly fee – DistributeYourArticles.com and ContentCrooner.com (formerly ArticleMarketer.com) are two sites that distribute your content to their network.
When writing your articles you want to be sure you:
- Ensure the article is a good fit for the site you’re submitting it to;
- Write for a specific audience – don’t make it generic;
- Keep it short and concise but with some good information;
- Add a short bio and call to action at the end of the article – the call to action can be something like, “For a free consultation or to receive our free special report, email us or give us a call.”
Once you start submitting your articles, you’ll soon see them published all over the place. One website will publish your article, and then 10 other websites will come along and take that same content and publish it on their website. These sites all have reciprocal agreements that say they can’t change the content of the article, so your bio and contact information will remain intact.
Combined with press releases, article submissions can be a powerful legal marketing tool. If you type my name into Google, you’ll see that I come up with about 800,000 mentions. A great majority of that is because of the articles and press releases that we’ve submitted over time that have accumulated and produced a snowball effect. This is not a happy accident – it’s a solid marketing strategy that has been well executed.
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