Episode 109 - Alison Janzen of Torkin Manes on Building an Integrated Approach to Content Marketing

Gone are the days when a website is merely a law firm’s online storefront. Clients now anticipate a higher level of engagement. They seek tailored content, consistently delivered, addressing pertinent topics relevant to their businesses.

In the latest episode of the CMO Series Podcast, Eugene McCormick is delighted to host Alison Janzen, Director of Marketing & Business Development at Torkin Manes. Alison delves into the firm’s integrated approach to marketing and discusses how switching to a content-forward strategy has helped differentiate their lawyers in the market. 

Alison and Eugene explore: 

• The moment Alison realized the importance of content marketing and why taking a content-forward approach would be pivotal to her work at Torkin Manes
• How the landscape has changed for legal marketers with the evolution of content marketing and the changing client expectations
• How a content-first approach aligns with your other marketing activities at the firm 
• Success stories from taking an integrated approach
• The challenges of getting the lawyers and different practice groups on board with creating content and taking a content-led approach 
• Advice for other marketing leaders looking to take an integrated approach to their content marketing