A Business Built Around Mentoring Fledgling Lawyers

hero's journey - helping lawyers get a strong start

Some of the best businesses are built when an entrepreneur wants to right a wrong, and today’s story is a perfect example.

As a young lawyer himself, Chris Hargreaves saw that budding lawyers were thrown into the profession with little-to-no support. They were expected to figure things out for themselves, and as a result, took longer to get up to speed with their field.

And that was bad — for their clients, their employers, and their own careers.

Chris’s story is this month’s Hero’s Journey feature. We’re tapping the collective wisdom of our community members to bring you reports from the front lines of the content marketing world. Read all the Hero’s Journey posts here.

Now let’s hear Chris explain what he does in his own words.
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11 Essential Ingredients Every Cornerstone Content Page Needs [Infographic]

11 Essential Ingredients Every Cornerstone Content Page Needs

Cornerstone content is the foundation of your content marketing plan.

It will help you establish a clear picture of the specific problems you can solve for potential customers.

As I said in Your Cornerstone Content Blueprint: Answers to 9 Common Questions, it can also help you achieve some even bigger goals, including:

  • Getting links to your website
  • Finding new readers
  • Attracting subscribers
  • Ranking in search engines for competitive keywords
  • Highlighting archived material

Accordingly, cornerstone content is vital for both seasoned bloggers and anyone launching a brand-new website.

In this article, we’re going to explain the 11 essential ingredients of a cornerstone content page and present everything you need to know in a handy infographic.

If you want to work on your own site’s cornerstone content with the help of the Copyblogger team, sign up for our Content Challenge below the infographic.
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How to Decide If You Should Go Wide or Deep with Your Content

should you content go deep or wide?

Creating effective content is hard. I don’t want to deter you from crafting content for your business, but you need to set goals for everything you create.

Whether you produce content that is timely or evergreen, audio or text, knowing your goals will ensure you maximize the return on your time and resources invested in content marketing.

Each piece of content needs to be placed into one of two categories: wide or deep.

And each category has one specific goal:

  • Wide content attracts new audience members.
  • Deep content strengthens relationships with your existing audience members.

An effective content marketing strategy uses both wide and deep content, but an individual piece of content shouldn’t try to meet both goals.

Let’s explore each type of content goal.
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3 Adaptive Content Resources for Advanced Marketers

How to enhance your content results

Let’s say you own a yoga studio in a town of yoga enthusiasts. It’s called Om Depot.

You currently offer an equal number of Level 1, 2, and 3 classes every day.

Monday through Thursday, your Level 2 and 3 classes sell out and you have to turn people away, but your Level 1 classes only have a few students.

On Fridays, however, a yoga group for beginners visits your studio. Your Level 1 classes sell out and you have to turn people away, but there is plenty of space in your Level 2 and 3 classes because advanced students take private classes at a different yoga studio on Fridays.

Once you notice this pattern, if you don’t make adjustments to your class offerings based on your customers’ behaviors, you’re missing an opportunity to serve them better.

The same is true about the experiences you offer your website visitors. Wouldn’t your content, products, and services stand out if you could adapt each visitor’s experience to meet his or her needs?

This week’s Copyblogger Collection is a series of three handpicked articles about the first steps you need to take when you want your site to have adaptive content. They’ll show you:

  • How to fix your old, neglected, and broken content
  • How to identify site visitors (and why it matters)
  • How to personalize your content to boost conversions

Keep reading for a bonus that will provide additional adaptive content education.
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A Practical Approach to Using Powerful Cornerstone Content on Your Site

build your website's content marketing cornerstone

We’ve been talking about cornerstone content a lot lately.

Not sure what cornerstone content is? Here’s a quick explanation:

Website owners use cornerstone content to answer the fundamental questions their newest prospects have. Cornerstone pages are informative, instructive, and they help your prospects understand the foundational information needed to interact with your business.

Cornerstone content pages answer those cocktail party questions. You know the ones I mean, right?

They’re those questions you get asked at a cocktail party right after you tell someone what you do:

  • How does [your business] apply to me?
  • Why did you get into [your business]? What motivates you?
  • How can I get started with [your business]?
  • What do I need to know to be smart about [your business]?
  • How can [your product or service] help me?
  • If I’m just learning about [your field of expertise], what do I need to know first?

In this post, we’re going to cover how to use cornerstone content on your site and invite you to join us for free cornerstone content education we’ll offer next month.

You heard that right: free cornerstone content education! If you can’t wait to sign up for that, scroll to the bottom of this post and get your name on the list.
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What Is Content Marketing?

Bookmark This! Your content marketing reference library

Listen. If you are even remotely connected to the business, marketing, and advertising world, then you’ve probably heard the phrase “content marketing.”

You’ve at least been exposed to it through:

  • Blogs
  • Podcasts
  • Videos
  • Search engine optimization
  • Email autoresponders
  • White papers
  • Copywriting
  • Social media
  • Landing pages

But what exactly is content marketing? Glad you asked, because I’ve got answers for you. One short answer, and one really long. Here’s our official definition:

Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Which brings us to another question: how do you actually use content marketing?

Well, even if you consider yourself a seasoned practitioner or you’re a fresh-out-of-the-box beginner, this handy, systematic, and exhaustive guide — loaded with 100 articles that cover content marketing essentials for building a viable money-making platform — is at your finger tips.
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