The Content Loop™

Paid advertising isn’t about preference—it’s about data. Some ads convert, others don’t, and the difference comes down to structured testing, not guesswork. A/B testing (split testing) removes the mystery from…

People want the “one” marketing tactic that gets people in the door. We have had discussions with clients who expect X number of consultations for each blog they publish. This…

Digital advertising isn’t just about getting in front of an audience—it’s about getting in front of the right audience at the right time. With that in mind, there are two…

When I published a blog about people’s anxiety about marketing, I related it to the abundance of choice. There are too many different types of marketing, and not all of…

Search Engine Optimization (SEO) has been touted for years as the cornerstone of digital marketing strategies. The promise is enticing: get your law firm to the first page of Google,…

At its core, marketing centers on getting qualified people in the door who need your services and understand how you resolve their problems. Much of this is done through building…

FOR IMMEDIATE RELEASE Spotlight Marketing & Branding Announces Merger with Danny Decker’s Team to Expand Legal Marketing Services Charlotte, NC – [Feb 6, 2025] – Spotlight Marketing & Branding is…

For as long as I have been publishing this blog, I have talked about the difference between hunting and farming (regarding marketing). Content marketing is akin to the latter because…

Content marketing centers on balancing creativity, strategy, and execution. Due to how quickly people have adopted AI, there are new platforms for creating content on an unprecedented scale. For law…

I need to point out that a human wrote everything you are about to read. If you don’t believe me, please put this entire blog into an AI checker of…

One of the misconceptions we focus on is the disconnect between reach and the number of clients coming through your door. In marketing, reach is the number of people who…

All the advice we give about marketing comes from things we do ourselves. In other words, we market our agency the same way we market our clients. You won’t catch…

During a recent meeting, we discussed the differences between SEO and content marketing. (Our allegiance lies with the latter.) One of the most interesting trends is that people try content…

I wrote about the difference between hunting and farming (marketing metaphors) in April 2024, but the confusion around this basic concept is deep enough that it bears repeating. As someone…

Marketing plans are nothing more than organized approaches to promoting your law firm. Many people avoid making them simply because they don’t know how to get started. All they need…

When we published our 2024 Legal Marketing Trends Report, it said that 65% of law firms either didn’t have a marketing plan, checked it once a year, or couldn’t remember…

I used to be an SEO copywriter. When I was hired, one of my first assignments was to get a product onto the first page of Google, and I did…

I have spent a decent portion of my adult life writing. I have published over 2,500 legal blogs, had a story in a magazine, created print ads, and churned out…

Business owners must understand the difference between lead nurturing and lead generation, yet few do. Lead generation focuses on attracting new potential clients to your business, often through ads and…

The reason why law firms and other businesses choose to invest (sometimes) vast sums of money in Search Engine Optimization (SEO) is apparent. The logic fits. You get on the…

Good attorneys will get referrals regardless of how they market themselves. However, they’ll get more of them if they do. Tracking referrals is one of the most important things your…

Everyone quickly mentions Google, but YouTube is the world’s second-largest search engine. It has over 2 billion active users and deserves a place in your marketing plan. It’s a solid…

Look at some of the marketing services we provide our clients: websites, blogs, e-newsletters, video FAQs, social media, and podcasting. These were not random choices but were designed to work…

You must determine your goals before developing a marketing plan or strategy. Marketing is as broad a term as legal counseling. Under both umbrellas, there are a multitude of disciplines…

Recently, I created an advertisement for a magazine (people still do this occasionally). It was for Spotlight Branding and briefly discussed content marketing, ROI, and SEO. Like any proud son,…

We’re going to get right into this one. Remember, as I have said, you must know what you want to achieve with social media before you start marketing yourself on…

Years ago, one of my clients asked to speak with me about their law firm’s social media. We’d posted educational content (blogs, videos, relevant articles), quotes, and calls to action….

I once worked with a client who offered business law and estate planning services. One of his largest challenges was working in New York City, where there would never be…

This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….

This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….

Here’s the solution to all the problems I pointed out in the previous blog. As a quick refresher, there are more firms than good spots on the first page of…

Have you seen this title before? If you have, it’s because I wrote a sales email with the same title. Writing a blog based on a sales email is not…

How many calls, meetings, and clients do you have today? You likely have enough to cause an ulcer. When people set up webinars, they often overlook how busy their attendees…

It used to make me uneasy. We have met people in the marketing industry for over ten years who get anxious when building one. I want you to walk away…

Regardless of your chosen practice area(s), pretend you are an estate planning attorney. You set up various types of trusts, draft wills, and help your clients title their assets appropriately…

For years, we have expressed our belief in content marketing through a concept called The Content Loop—and we still do. The Content Loop stands in contrast to a funnel because…

This article was provided by Gary Mitchell, a lawyer coach since 2005, taking a unique approach with his clients by focusing on the psychological aspect of the way they work….

You must expect some of your marketing efforts to fail in the short term. We discussed having a confidence scale at the end of the previous blog. Each marketing initiative…