In Part 1, we explored Chris Clark’s transition from a large law firm to establishing CLARK.LAW. Now, we’ll discuss why content marketing was the perfect choice for Chris’s approach to growing his firm. We’ll examine how his emphasis on relationships and quality work aligned seamlessly with a robust content strategy.
Why Content Marketing Was An Ideal Choice
Content marketing was a natural fit for Chris’s approach. Throughout his career, he believed that the foundation for growth rested on two things:
- The relationships he established and nurtured.
- The quality of his work.
In the past, professionals like attorneys didn’t have to think about marketing because delivering quality work naturally brought in clients. While this is still true to some extent, Chris recognized that leveraging technology and digital marketing could amplify his efforts and reach a broader audience.
Chris’s main goal was to enhance his established relationships through content marketing. He needed a way to leverage technology to support his efforts in maintaining and growing these relationships. He said, “I’m sitting here hitting singles; I want to be knocking them out of the park.”
Building a New Network
One of the things we emphasize at Spotlight Branding is that content can nurture the relationships you’ve established throughout your career. When we spoke to Chris, we asked about the size of his network when he was at the large firm and what it looked like when he started his own firm. Many of our clients, especially those in similar positions, wonder if they have an extensive network to leverage content marketing effectively.
From 2006 to 2016, Chris deliberately aimed to grow his network. He published monthly blogs on trademark law and gaming and gambling laws, separate from his previous firm. These evergreen articles remained relevant and were valuable resources when launching his website through Spotlight Branding.
Lessons Learned
Chris’s emphasis on relationships and quality work made content marketing the ideal strategy for CLARK.LAW. By leveraging content to nurture and grow his network, Chris laid a solid foundation for his firm’s success. In the next part of our series, we’ll discuss how CLARK.LAW began their marketing efforts and the challenges Chris faced in the process.
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