[ad_1]
Let’s say you work with an attorney who is firmly planted in the, “I don’t trust content marketing for law firms” camp. You spend months sharing with them thought leadership successes by others (maybe even others within your firm): the readers and direct engagement with online content; the interactivity of robust webinars; the connectivity of a LinkedIn presence and value of sharing the firm’s content on that social network.
Finally, your skeptic writes a few posts. And? It’s a success! They see positive results and are pleased with the decision to invest time in content. A great start! But then [insert ominous music] … their reach and visibility experiences a down month, or few down months in a row.
…readership is not something you can simply take for granted
Suddenly, that early enthusiasm your happy thought leader felt about online marketing is channeled back into their default view: apprehension, doubt, concern. Perhaps even worse yet, the good vibes you shared, working together on building an audience and sharing insights, become angst and frustration … directed at you! Trust is rapidly eroding. “What happened to all of my readers?!”
How can you keep your authors excited, motivated, and – most importantly – willing to keep writing after you’ve managed to convince them to participate in your firm’s content marketing program and then, after early successes, you hit an inevitable dip in readership?
Big Picture: “The Conversation” About a Decline In Readership Is a Positive
I have gathered together a number of questions, shared below, that can help you to discuss, collaborate, and uncover what might be happening, specifically, with a writer in your firm, but I want to start with a big picture point:
Frequently, I talk with marketers in firms who simply cannot get their attorneys interested in metrics. These attorneys are understandably busy with a million other concerns, but things are going well with their content…
..
[ad_2]
