Content Marketing with Gordon Firemark

 

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In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gordon Firemark, who is an attorney in California that specializes in entertainment law. Gordon has a background in theatrical, is the designer, implementer, and owner of Power Podcasting For Lawyers, and was a speaker at Podcast Movement 2015. During this episode, Sam and Gordon discuss podcasting, sponsorship, content marketing, frequency, The Slight Edge, and Periscope.

Main Questions Asked:

  • How did you get into podcasting?
  • How do you find a podcast sponsor, and what is the benefit?
  • Do you have a post-podcast checklist for each guest?
  • Talk about Periscope and how you’ll implement that in your overall marketing position.

Key Lessons Learned:

   About Gordon & Podcasting

  • Gordon helps creative and business-minded people bridge the gap by making and managing smart deals that make sense.
  • The focus is live theater, independent films/TV, and new media such as podcast.
  • Gordon’s focus is transactional (doing deals) rather than litigation.
  • Part of Gordon’s business is educating clients on the next steps of how to set up deals at studios or raise financing.
  • People think of podcasting as episodic content, but there is potential to put a fixed beginning and end to a series of 10 episodes.

 

Podcasting Sponsorship

  • Sponsorships is a way to defray the cost of podcasting.
  • Clio is the podcast sponsor of Gordon’s show, which is an affiliate relationship rather than a flat amount.
  • Sponsors get a bigger bang for their buck with podcasting over terrestrial radio, as the audience is niche.
  • If you are creating a podcast to market a law practice, then the sponsor is essentially the law practice.
  • You don’t have to do a podcast about law to be supportive of a law practice.

 

Content Marketing

  • The keys to success with any kind of content marketing is that if it feels too much like marketing, it’s going to turn people off.
  • Today’s consumer has instant access to anything for free in so many formats and across multiple platforms.
  • It’s not about being the best sales person; it’s all about content marketing.
  • If you give people information that solves their problems, answers their questions, and has actionable steps, then your business will get the knock-on effect.
  • Providing quality information doesn’t have to be every day, but there does need to be consistency.
  • At the end of the day, content marketing is about the development of relationships.

 

Frequency

  • Even if you’re not producing content several times a week, if you are putting out content, it must be consistent.
  • Often, content as a stand-alone item seems like a giant piece of content, but if you provide that for a year, then you have 52 videos, 12 hour long podcasts, and a few dozen blog posts.
  • If your content is about a niche area, then you are bound to organically include keywords that will be searched.
  • Get in the habit of consistently providing content, even if it is just once a week. Eventually, a content library will build up.

 

The Slight Edge

  • Every day we make thousands of choices. You can choose to do the simple thing, which is to not do it.
  • The people who are successful are those who decide to do the tiny thing every day that will help them move forward over time.
  • When you look back at the culmination of taking action on the ‘tiny things,’ you’ll see the exponential return.

 

Lawyer Objections & Content

  • Some lawyers have fear with regards to giving away information and knowledge, as they want clients to pay for it.
  • Creating a podcast is similar to creating an informational brochure you would submit to clients.

 

Post-Podcast Guest Checklist

  • Podcasts can be transcribed for repurposing and reusing content. This is also an aspect of added value for the person you are interviewing.
  • The best post-podcast route is to have a checklist and work the system.
  • At the very least, a host should send a post-interview following letting the guest know that the episode is going live and asking the guest to promote on social media.
  • A programmed follow-up for a few weeks, and months, post-podcast is a great system.

 

Periscope

  • This is a video broadcasting tool that uses your smartphone and Twitter account to live stream video from your phone. The video is saved for 24-hours afterward.
  • Periscope is a great tool for the video playing field; you don’t need YouTube and for the videos to be produced.
  • There is an extemporaneous ‘get to know you’ vibe that comes out of using Periscope.
  • You could even strip the video and publish the audio as a podcast or do a video podcast.

 

Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!

 

Links to Resources Mentioned

 

Power Podcasting For Lawyers

The Entertainment Law Update

Firemark

Podcast Movement

Podcast Answer Man

Valtimax Podcast  

Clio

The Slight Edge (book)

 

Click To Tweet 

What are the benefits of podcasting for lawyers and law firms? Find out w/  @gfiremark @gaylordpoppllc http://www.gaylordpopp.com

 gog

What are the keys to success of content marketing when it comes to law? Find out w/ @gfiremark @gaylordpoppllc http://www.gaylordpopp.com

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