Continuing the momentum.

Here are the top 5 lessons we learned at this year's LMA Annual Conference

Every year, the LMA Annual Conference gets bigger and better--and this year was no exception. Held April 2-4 in Orlando, Fla., the conference brought together the sophisticated group that is LMA for three days of learning, networking and, of course, good times. From the flash mob on the exhibit hall floor to the chapter presidents donning Mickey Mouse's ears and signature white gloves, this was an event we won't soon forget.

The next few pages take you through some of the highlights of this year's show. Keep reading to see what you missed--or to relive the memories.

Content is King--and Queen

Content marketing is no longer a best practice--it's a core practice. According to a report by the content Marketing institute and Marketing profs, 93 percent of B2B marketers use content marketing. With all the technology and tools available today, it's never been easier to publish thought leadership and to speak directly to your audience. Whether you are already sharing your firm's content or it's on your radar for the near future, there are a number of ideas to consider before getting started:

* Content should be transparent, credible and useful to the reader. It should also be available through the communication channels your audience uses most frequently.

* Don't talk about law--talk about how the changes in the law affect the people you serve.

* Send your audience targeted information. Highlight what it is they need to know and how it will affect them.

* Brand your content, but ensure that it is not promotional. Creating authentic thought leadership builds trust among your audiences and increases your firm's credibility.

The Age of the Customer

We are in the relationship era. Customers--and clients--now have more power than ever before due to the wealth of information available online. They can form an opinion about your firm before even meeting--in fact, 57 percent of purchase decisions are completed before a supplier is contacted. So how do you drive that consideration? one of the biggest aspects of marketing today is building strong relationships between brands and people, and an increased focus on the experience you provide clients is critical in establishing that relationship. Traditional marketing methods are becoming passe--nowadays, the best form of marketing is the kind that doesn't feel like marketing. Stories, not taglines, should represent your firm's brand.

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