The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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I just came across a great eBook written by Ardath Albee, a B2B marketing strategist and founder of Marketing Interactions, Inc., entitled Content is Currency. 

In it she identifies the three types of content most effective in generating leads: education, expertise and evidence.  Here’s a brief explanation of each:

Education: Before they buy, prospects research so educational content is essential to grab them in the early stages of the buying process. This kind of content is designed to help prospects answer the questions they have about the problems they are facing.

Expertise: Like it or not, prospects view most legal services as commodities and to get them to buy from you, you must demonstrate your difference and how you add value. 

Evidence: Prospects look for endorsement from many sources about the services you offer – they won’t just take your word for it. Telling stories about how your legal services have helped real people and including testimonials will help you provide evidence that you can do what you say you can do.

To get her free eBook on how to create a successful online content strategy, click here.

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