What Most Firms Miss About Content and Leads

Most law firms assume content marketing should directly bring in new leads—but that’s not the whole story. In this episode, Marc Cerniglia explains the real way content drives growth and how it can dramatically increase your referrals and repeat business. If you’ve ever wondered why your blogs or social media aren’t generating leads, this one’s for you.

📌 Key Takeaways:

• Why most firms misunderstand how content generates leads
• The surprising link between referrals and consistent marketing
• How to use content to stay top-of-mind with your best referral sources

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Chapters

• 0:00 The Lead Generation Question
• 0:20 Why Content Won’t Rank You Fast
• 1:05 Content’s Real Power: More Referrals
• 1:45 Sponsor And Next Steps

Transcript

SPEAKER_01: 0:00

So, you want more leads for your law firm? Let's talk about the role content marketing plays in that. Okay, so we're talking about your website, social media, blogging, a lot of these things that you know. Hopefully you're doing them, and you want to see those things generate leads. Well, if you've been listening to our content for a while, you might know where I'm going with this. And that is that content marketing is often not going to actually create leads in the way you might be thinking. Okay. Content marketing is not necessarily going to always make a huge impact in people finding you online. It will play a role in that. Okay. But to be honest with you, some of the lowest hanging fruit there, even though it costs money, is running ads and doing some of those things. But when you talk about creating content marketing to be found on search engines and things like that, most law firms are doing that, right? So it's it's kind of hard to jump to the top of Google rankings just because you're creating a few blogs, you're posting on social media. But here's the good news. What we've actually found, the number one place that your content marketing will generate leads 100% of the time, regardless of how much content marketing your competitors are creating, is actually in more referrals. And those are the best kinds of clients, right? What we have actually found over the years is even though you might get a lot of your business from referrals, there are so many more referrals out there, and there's more repeat business opportunities out there as well than you might even realize. Most firms are getting less than half of the referrals that they're willing to that they're typically able to get. There are actually studies that back that up. And so what we have found is that the number one um source of leads from your content marketing is referrals because your content marketing is keeping you in touch with your existing network, your existing list. And 100% of the time, when we put content marketing in place, we see referrals go.

SPEAKER_00: 2:05

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