Law firms are increasingly supplementing word of mouth and personal referrals with the free distribution of specialist information over the Internet. A white paper published today by Lexology, entitled "How to build your personal brand and become a thought leader in your practice area," explains how content marketing works and why it is such a powerful tool for lawyers. Content marketing involves the creation and distribution of valuable and relevant information - such as articles, memos and updates - to a targeted audience. The content marketer, as the source of the information, gains both reputation and exposure. The Internet and social media have supercharged content marketing because today, anyone in need of professional services inevitably begins with a web search. This search leads to the content being offered, which then serves as an introduction to the content marketer and the marketer's credentials. Lexology's new white paper offers law firms and legal professionals a step-by-step guide on how to: Refine your focus Reach your audience Track the success of your efforts The white paper is available for free download from the Lexology Content Marketing Hub at . ABOUT THE LEXOLOGYCONTENT MARKETING HUB The Lexology content marketing hub ( ) provides insider content marketing tips - including advice, trends, strategy and tutorials - to law firms and legal professionals worldwide. By collaborating with Lexology, firms and practitioners associate themselves with the industry's best-known, most trusted brand, and increase their visibility and engagement with prospective clients, peers and influencers. ABOUT LEXOLOGY Lexology is the single most trusted online source of free, accessible and searchable global legal knowledge for and by legal practitioners, delivered to more than 300,000 desktops in over 100 countries around the world each day. Lexology offers a powerful research platform with an archive of over 600,000 articles in more than 20 languages covering 50 work areas.

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