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Connecting Content to Marketing – The Recorder

Published: The Recorder
By: Sharon Berman

Professionals have been hearing a great deal about content marketing of late but are unclear as to what it is and why they should consider it as part of their marketing program. If you do a Google search, you will find that content marketing has many definitions, all of them having the same essence—providing informative and valuable material that will attract and engage your audience. While the term itself is seemingly new to the professional services lexicon, given this definition, content marketing is not actually new at all. Instead, it is simply a fresh term for something most professionals have been doing quite regularly throughout their careers. Even in the pre-Internet age, lawyers and other professionals marketed their services by sharing their knowledge, educating their clients about the issues and challenges that should concern them and their possible remedies. Continue Reading

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Looking for Marketing Mojo Outside the Legal Industry – The Recorder

Published: The Recorder
By: Sharon Berman

What do best practices have to do with weak ties, and what do these theories have to do with law firm marketing?

These questions were on my mind recently when I attended several conferences that seemingly had nothing to do with legal marketing, but everything to do to with obtaining a fresh perspective and looking at best practices. It is stimulating to compare and contrast what other markets are doing to see what you can borrow from them in order to keep your own marketing invigorated. Continue Reading

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Rolling Out Your New, Improved Practice -The Recorder

Published: The Recorder
By: Sharon Berman

How can you reinvent not only your own law practice, but the practice of law itself? Continue Reading

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As In-House Roles Expand, So Do Opportunities for Trusted Outside Counsel – The Recorder

With companies looking to their GCs for protection, governance and strategy, make sure to pitch your firm’s strengths in all three areas.

Published: The Recorder
By: Sharon Berman Continue Reading

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