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Is your law firm building a community or servicing a customer?

Last week I had reason to travel to Newcastle NSW. On the train journey up there (which is roughly three hours from Sydney’s CBD) I took the opportunity to listen to a podcast by Mark Stirving and his guest Darren LaCroix – “How a smart subscription pricing strategy improves retention“.

Very little of what follows in this post actually has much to do with pricing, bar the fact that at approximately the 20 minute minute mark Darren cites a quote from Raymond Aaron which immediately caught my attention:

“They’ll come for the content, they’ll stay for the community”

Wow, as someone who has done a ton of thought leadership and content marketing over the past 20 years for law firms, this really hit home.

After all, let’s face it, law firms are good at content. Actually, they are really, really good at it. To the tune of at least one client newsletter a day good at it.

But, largely they’re really rubbish at building communities.

And this is important because?

Simple really: if you have ‘customers’ it isn’t. But if you want your firm to grow ‘communities’, it’s critical.

As always interested in your thoughts, views, feedback.

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