Although legal blogs can be major brand development tools for law firms, they are just as likely to become horrible money pits — especially when a legal marketing firm is involved.
Some legal marketers are urging law firms to build offsite blogs as part of a distributed content strategy, but this frequently only benefits the marketing firms giving the advice.
First, some definitions:
- Distributed content: Publishing content such as photos, video, articles, etc., to a variety of places other than your main website, including platforms that you do not own, such as Facebook, Twitter, and Medium. (More here.) It’s packaged as a new concept, but it’s really just jargon for the time-tested tactic of spreading marketing messages.
- Offsite blog: A blog hosted on a different domain than your main website. For example, Marler Clark’s main website is MarlerClark.com but it also runs MarlerBlog.com.
How distributed content works
The gist of this marketing strategy is that placing your content on multiple websites and social media platforms can expand your internet footprint, build your online authority, and ultimately result in more clients and money. Continue reading “Why offsite law blogs are expensive” »