CONTENT MARKETING FOR LEGAL SECTOR
WHY IS CONTENT MARKETING IMPORTANT FOR LEGAL SECTOR?
The legal sector very often is bound by formal requirements not to advertise in any form. This advertising is defined as the paid marketing of legal services and specific legal brands or entities, including individual lawyers.
In an age when online marketing and social media play significant roles in informing the general public, the line between advertising and promotion may be difficult to define.
There are countries where a legal firm may not directly advertise its presence and services using billboards, magazine adverts, online adverts or related tools. Or a legal firm may advertise content of interest to the general public, as long as this does not contain a commercial solicitation. For example, if a legal firm writes an informative article on company taxation, this article can and frequently is promoted online.
Five methodologies inform the approach towards effective online promotion: content marketing, search engine optimisation (SEO), inbound marketing, audience segmentation and content distribution. These issues will be covered during the training.
COURSE DETAILS
2-day in-company training course
1-day preparation and follow-up
Course is delivered in-person or online
Instructor: Philip Ammerman
Pricing: Upon Request, depending on number of participants, degree of customisation, and travel
CONTENT MARKETING AND ONLINE CUSTOMER ENGAGEMENT FOR LEGAL SECTOR TRAINING
INTRODUCTION | AGENDA | PREPARATION & FOLLOW-UP | CERTIFICATES | TRAINER
INTRODUCTION
In the Content Marketing and Online Customer Engagement For Legal Sector training you will understand the legal limitations and code practise for advertising legal services. You will get the knowledge and skills on how to develop and distribute content including online articles, press releases and corporate references to enhance online brand management and customer engagement.
The training will help you to understand principles of search engine optimisation (SEO), including local SEO, keyword management; html management and related issues and you will be able to analyse their corporate brand from multiple perspectives, including client perspectives.
The following tools will be demonstrated during the training: Google Keywords Tool Finder, Google Analytics, MailChimp and others to manage reputation, general social media posting and engagement.
This training plays an important role in defining in practise the ethical and practical limits of online promotion and customer engagement, as well as compliance with the limitation of advertising and consumer privacy under GDPR.
TRAINING AGENDA
DAY 1: CONTENT MARKETING
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Rules on Advertising Legal Services
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Principles of Online Content Marketing
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Content Marketing Workshop
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Technical Copywriting
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Content Distribution and Marketing
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Content Distribution Workshop
DAY 2: ENGAGEMENT & CONTENT DISTRIBUTION
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Principles of Online Customer Engagement
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Principles of Newsletter Management
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Newsletter workshop
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Managing Online Promotion and Distribution
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Workshop on Digital Advertising and Promotion
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Discussion & Conclusions
TRAINING PREPARATION & FOLLOW-UP
Prior to the training programme, we will implement the trainee survey. This will analyse individual competencies and knowledge on the Content Marketing. In this way we will determine the starting level of knowledge of participating companies and customise the training materials according to the survey’s results.
The training will be followed by a full day Company Visit to each participating company. The visit will be used review specific requirements, training needs and development needs of each company.
CERTIFICATES
All managers who complete the training will be awarded Certificates of Participation. These can be co-branded with your company's logo.
ABOUT THE TRAINER
PHILIP AMMERMAN
Philip is a consultant, entrepreneur and investment advisor who has advised start-ups, investors and enterprises on digital disruption, internationalisation and investment-led growth since 1994. He is founder of Navigator Consulting, Numenor Capital and the Centre for Innovation & Entrepreneurship.
Philip started his consultancy career in 1992. He supported the first wave of disruption in sectors such as banking and travel between 1995 and 2000, when the first dot.com crash took place.
In parallel, he supported “real economy” investments, primarily in industry and manufacturing, that took place in Greece, Central & Eastern Europe and the former Soviet Union. He has advised on over 220 investment transactions, (including M&A, loans and restructuring) with a total investment value exceeding € 6 billion.