By C J Oakes
One of the most common things we hear when pitching a Law Firm is that they already have a webmaster. The mere fact that the partners use this term tells us that they have little understanding of how the Internet works. This also tells us that these very smart people have little understanding of how marketing works. In fact, they clearly do not know that a website is a marketing tool. What is the difference between a webmaster and a content marketing manager?
What is a Webmaster?
In the early days of the Internet, a webmaster was someone who knew how to build websites “from scratch.” That is, they knew how to create a website using the coding common to the Internet. They were necessary.
As time passed and people learned how to manipulate the Google search engine using SEO techniques, some webmasters learned these and the expression became synonymous with that. However, not all webmasters know SEO. Even fewer know marketing. Even fewer know content marketing.
Most webmasters today only know how to build a website and handle the technical elements of SEO. This is still a vital and useful skill, so a website owner does need a good webmaster.
What is a Content Marketing Manager?
Content marketing is different. To market content online, an entirely different skillset is needed. One of the most important skills is writing entertaining, engaging content. A good content marketer knows how to
- investigate trends,
- write engaging articles and blogs,
- knows the difference between a static page and a blog,
- can develop an editorial calendar,
- stick to a content schedule,
- create proper links in the content,
- encourage content sharing especially via social media,
- edit content,
- and more.
A content marketing manager is someone who can handle all aspects of content marketing so that the website enjoys steady growth over time. The content marketing manager may not know coding and the technical aspects of site development but knows how to get it done. In today’s world, many excellent content marketing managers do not even need to do that thanks to WordPress.
The most important thing a content marketing manager does for a website is creating a content marketing plan. Just as a business will have a marketing plan for their offline business, the online business needs a marketing plan.
A Website IS a Marketing Tool
It seems that many Law Firms fail to grasp the fact that a website is a marketing tool. Instead of locating a dedicated content marketing manager to develop their websites, they often hire writers to write what they want. In fact, many use the traditionally reputable legal bookbinding firms for their content, but the results are often far from what they want. Why?
Because a company which grew a business in the offline world in publishing does not necessarily know online publishing. If it were the same thing, the early upstart Amazon would not have gotten the better of so many major traditional publishers. The rules of the Internet are different from traditional marketing. Just putting up pages and blogs does not work. More is needed.
The “More” starts with a content marketing plan. This is only something that will be developed by a professional content marketing manager, not an offline publisher and not a webmaster.
Oakes Writing Website Services provides content marketing solutions for Law Firms and other professional businesses. After 20 years in sales and marketing, founder C J Oakes began writing for the Internet as a freelancer, learning the ins and outs of online marketing. With Oakes Writing, he brings both his passion for law and business to his online marketing approach, successfully merging the virtual and the real world with real results…Results so outstanding that Oakes Writing offers the best guarantee in the industry. Read about the Oakes Writing Guarantee here.