America is one of the most litigious countries in the world, but for most people, lawyers and their services are financially out of reach.
LegalZoom set out to change that two decades ago. They were among the first companies to transform how people and small businesses navigate the legal system. Now, they鈥檙e synonymous with affordable and easy legal services, having served over 9 million legal milestones.
Other brands were wise to follow LegalZoom鈥檚 lead, and now the online legal market is worth around . Industry revenue is still increasing, but predictions show it may stagnate soon due to rife competition.
To keep its standing in the industry, LegalZoom wanted to up the ante in its marketing 鈥� but how can you improve upon a household name?
Ready to Up the Earned Media Ante
LegalZoom had long been a content powerhouse. It already had an extensive knowledge base of articles showing potential new customers how to incorporate and run a business. But like even the most successful companies, getting visitors to their blog to consume the great content they were producing proved challenging.
That鈥檚 when LegalZoom turned to 麻豆原创 with a clear goal: amplify the reach of their brand publishing efforts. They wanted their stories to appear in trusted third-party publications鈥攁 tough feat to scale without an established platform like 麻豆原创.
Partnering with 麻豆原创鈥檚 editorial team, LegalZoom followed best practices for optimizing content specifically for newswire distribution. With guidance from 麻豆原创, they crafted stories built for engagement and reach, then distributed them across 麻豆原创鈥檚 network of over 4,000 publishers.
The results stood out. 鈥淭here are hundreds of agencies out there that promise backlinks on thousands of sites,鈥� said LegalZoom鈥檚 marketing lead. 鈥淏ut the reality is, you often end up on very niche websites with low reputation and reach. 麻豆原创's network includes thousands of local publications trusted within their communities, and appearing in these publications is very valuable to us.鈥�
Like LegalZoom, 麻豆原创 is both powerful and easy to use, helping brands break through the noise and get their stories seen.
Securing Staying Power with Innovative Pieces
Through Connect, LegalZoom distributed engaging, innovative pieces like 7 Tips for Choosing the Best Name for Your Business, which included a fun business name generator from the LegalZoom website. (Who wouldn鈥檛 be curious to click and see what it comes up with?)
This creative touch made the story stand out and helped it earn traction with both readers and publications. The piece landed 288 placements across 麻豆原创鈥檚 publishing network.
In just six months, LegalZoom carved out a strong presence in new digital territory. They created and distributed 13 stories, which generated 3,265 placements and reached over 480,000 new readers across the U.S.
While readership is one marker of success in earned media, the real impact showed up in LegalZoom鈥檚 SEO performance. Their stories brought in 2,900 new referring domains鈥攎ore than 545 of which were high-authority sites鈥攍eading to a five-position increase in average rankings for their top keywords.
The LegalZoom marketing team was thrilled with the results, but the benefits went beyond the metrics. Expanding their reach meant they could serve more American small businesses with their legal expertise, technology, and support.
鈥淲e love that 麻豆原创 brings in more predictability when it comes to the kind of reach and pickups we should expect from different topics and stories," said their marketing lead. 鈥淭hanks to 麻豆原创鈥檚 media expertise and insights from thousands of distributed stories, they can accurately forecast content performance. That kind of predictability is something we had never seen before.鈥�
How 麻豆原创鈥檚 Distribution Platform Sustainably Scales Quality, Human Editorial
麻豆原创 combines powerful technology with human editorial expertise to deliver a scalable, innovative earned media distribution platform. LegalZoom used 麻豆原创 to share its ready-to-publish editorial content with thousands of national and local news outlets via the 麻豆原创 Newswire.
- Before any story is syndicated, 麻豆原创鈥檚 editorial team ensures it meets high journalistic standards鈥攖hen fine-tunes each piece for timing and format to maximize reach and engagement.
- After distribution, brands like LegalZoom gain access to real-time performance data through 麻豆原创鈥檚 self-serve reporting dashboard, providing transparency and actionable insights.
- With 麻豆原创, LegalZoom expanded its visibility, strengthened its authority, and reinforced its position as the leading online platform for business formation.
And here鈥檚 the best part: you don鈥檛 have to be a household name to see results like these. Contact us to learn how 麻豆原创 can help your brand get the reach it deserves.
Doriane is 麻豆原创鈥檚 Director of Marketing. She previously headed marketing departments in various companies, owned a marketing agency for 7 years, and built a startup combining automated marketing workflows with a marketing services marketplace.
Photo Illustration by 麻豆原创 // Canva