Chris Clark’s journey from a large law firm to starting his own practice (CLARK.LAW) is a testament to aligning professional ambitions with personal passions. This five-part series delves into his unique path. By looking at Chris’s successes and challenges with marketing and growing his firm, we’ll get a better understanding of how content fits into an effective marketing plan.
By our own admission, content doesn’t lend itself to easily quantifiable results in the way that PPC or SEO does. However, content marketing has been around for decades longer than either one. Campbell Soup Company’s 1916 cookbook, Helps for the Hostess, is a perfect example of how a company can provide valuable, informative content to reinforce its product.
Content’s ROI is tied to increased referrals, obtaining better clients, higher win rates, and being able to charge more for your services. We’ll explore these elements as he transitioned to a smaller firm and eventually launched CLARK.LAW, focusing on digital marketing and content strategy with Spotlight Branding.
Studying Music & Working at a Large Firm
Chris Clark began his legal career at a large firm with approximately 350-400 lawyers across multiple states. During his five years there (2001-2006), he learned from accomplished attorneys but saw limitations in the large firm’s business model. With a background in music, Chris was fascinated by how intellectual property law intersected with the music industry. As a law student at the University of North Carolina in Chapel Hill during Napster’s peak, he witnessed firsthand the rapid technological advancements outpacing outdated intellectual property laws.
Chris pursued music and entertainment clients in his corporate practice, driven by his passion. However, he encountered restrictions in client selection, which didn’t align with his career aspirations.
Building an Entrepreneurial Mindset
In 2006, Chris seized an opportunity at a smaller firm with 6-8 attorneys and became a partner in 2010. This firm operated under an “eat what you kill” model, where partners brought in their clients and determined their compensation based on their business generation. This model forced Chris to think about his marketing strategy and how he wanted to present himself.
Eager to innovate, Chris took on the role of managing partner, introducing digital marketing initiatives such as a new website, social media presence, blogs, and newsletters. Despite presenting a comprehensive proposal to his partners, he couldn’t persuade them to invest in digital marketing. Realizing he needed autonomy to execute his vision, Chris decided to start his own firm, partnering with Spotlight Branding from the outset. Thus, CLARK.LAW was born.
Lessons Learned
Chris’s transition from a large firm to starting CLARK.LAW highlights the importance of aligning one’s professional path with personal passions. His dedication to integrating digital marketing strategies early on set the stage for the firm’s growth. In the next part of our series, we’ll explore why content marketing was the ideal choice for Chris and how it helped him build and nurture relationships, laying the foundation for CLARK.LAW’s success.
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