How law firms can take advantage of evergreen content

How law firms can take advantage of evergreen content

The pressure to constantly produce fresh content is turning many businesses into would-be publishers. Apparel retailers offer tips on clothing fit and accessories. Outdoor outfitters provide resources about backpacking must-haves and publish articles about how to train for specific adventures. Pistachios and Tic Tacs are on Twitter. Online, silence is not an option.

Having a daily article quota may work for journalists, and even big brands, but it is unrealistic for attorneys. Attorneys should play the content marketing game,…

Read More
How lawyers can take advantage of new trends in video advertising

How lawyers can take advantage of new trends in video advertising

The demand for online video content from publishers and consumers has been growing steadily for years. In the United states, 78 percent of internet users say they watch online video. In July of 2006, a little over a year after YouTube launched, 65,000 videos were being uploaded every day. Now that number is in the hundreds of thousands. Over 400 hours of video are uploaded to YouTube every minute. Cisco estimates that global video traffic,…

Read More
How Long-form content can boost your firm's visibility

How Long-form content can boost your firm’s visibility

The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don’t have the patience to read long articles.

Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines…

Read More
5 tips for creating effective law firm video ads

5 tips for creating effective law firm video ads

Google began testing promoted video ads within its search results in late August, according to industry insiders. For now, Google is declining to comment about details, such as when video ads may come fully online and how they would be formatted within the page. However, the incorporation of video ads into Google’s suite of services is a natural progression as search continues to evolve away from plain text links and toward a more immersive multimedia experience.

Google’s move is…

Read More
Website design in-depth: Should attorneys use an infinite scroll?

Website design in-depth: Should attorneys use an infinite scroll?

Infinite scrolling has become a popular feature for websites, particularly those that are image and content heavy. Infinite scrolling, as the name suggests, is a method for loading content continuously as the user scrolls through the page. Infinite scrolling eliminates the need for pagination; the user never actually reaches the bottom of a page.

The infinite scroll gained recognition through use on sites like Pinterest and Facebook, each of which have seemingly infinite amounts of content available to load…

Read More
How First-Party Data Could Change the Pay-Per-Click Landscape

How First-Party Data Could Change the Pay-Per-Click Landscape

In mid-April, the Wall Street Journal reported (subscription) that Google may allow companies to use customer information, like email addresses, to assist with ad targeting. The change could occur within the year. According to anonymous sources, Google has been discussing the possible use of such data with advertisers, who have been pushing Google to reconsider its policy concerning first-party data for some time.

Google has been hesitant to allow advertisers to use first-party data,…

Read More
Twitter releases study showing what tweets are most successful

Twitter releases study showing what tweets are most successful

A new study from Twitter reveals what factors cause some tweets to be more successful than others. The research confirms what third-party analysis and user observation have long demonstrated: tweets that contain images prompt the most engagement. Posts with video and links also receive more attention.

Twitter analyzed over 2 million tweets sent from accounts within the United States. Researchers looked for tweets containing photos, #hashtags, links, videos and a number or a digit — such as…

Read More
Twitter offers new targeting options through tailored audiences

Twitter offers new targeting options through tailored audiences

After months of beta testing, Twitter officially rolled out its Tailored Audiences product for advertisers in early December. The social network is now using ad partners to share data about how Twitter users behave on third-party websites.

Tailored Audiences is a retargeting program that allows a business to show a promoted Tweet to users who have already expressed an interest in its brand. For example, your firm may wish to target individuals who have recently visited your…

Read More

Timing Your Twitter Updates May Yield More Re-tweets

FollowersIf your law firm is active on Twitter and hoping for retweets, consider: what time of the day do you usually send out your messages? According to The Retweet Report by TrackMaven, you should choose your tweet timing with care. Moreover, it can be just as important to pay attention to the timing of any retweets you receive. (Check the report out here.)

TrackMaven’s report examines nearly 1,500 Twitter accounts…

Read More
a