These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director
for the online division of Knight - Ridder, at the time one of the largest newspaper companies in the world, I quietly created
content - rich marketing and PR programs on the Web.Against the advice of the PR agency professionals we had on retainer (who insisted that news releases were only
for journalists), we
wrote and sent
dozens of releases ourselves.
If you can
write an interesting piece that fits in with the type of
content the blog audience enjoys, you could gain
dozens or even hundreds of new subscribers
for your own blog, depending on the size of the other blog's readership.
Aaron: I think how it translates, how it ties into kind of the Gary Vaynerchuk model and how it's useful
for lawyers to at least think about how they could be doing some stuff is there is now this trend in Facebook, Instagram videos of 1 to 2 minute videos with interesting video
content and overlaid text that's kind of rapid fire overlaid text and you can convey by combining interesting visual
content with well
written but very short text
content, you can convey a fair amount of information in just
dozens of words, not even hundreds or thousands, and those at least in the current of multimedia online
content are the kinds of things that are performing really well on the internet do a great job of conveying a small amount of information and are interesting
for readers and catch them where they are because it is absolutely a fact that no one wants to read a law firm's full length press release about a case they won or an award an attorney got or whatever.