Knowledge Center
Top B2B marketing trends for professional services in 2025
Michelle Calcote King | Jan. 13, 2025 | Inksights
I’m sharing some trends I believe any professional services firm or B2B company should consider when implementing marketing strategies this...
Navigating the AI revolution: What you need to know if your marketing agency uses AI
Michelle Calcote King | Sep. 30, 2024 | Inksights
How much more efficient and effective does AI actually make marketing agencies?
The ultimate law firm marketer holiday gift guide: 2023 edition
Michelle Calcote King | Oct. 24, 2023 | Inksights
‘Twas the night before holiday vacation, and all through the law firm, not a body...
Why AEC firms need to know about the ‘excess share of voice’ rule
Michelle Calcote King | Mar. 28, 2023 | Inksights
There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of...
Architecture public relations: 6 publications every architectural firm should target to showcase projects, expertise
Michelle Calcote King | Jun. 28, 2022 | Inksights
Here are six architectural publications (for commercial/non-residential architects) that we recommend and how to get...
How to edit your law firm’s Wikipedia page: 3 golden rules
Michelle Calcote King | May. 28, 2022 | Inksights
Just like death and taxes, if you’re a marketer, it’s inevitable that you’ll be asked...
5 ways to get more media coverage for your firm in 2022
Michelle Calcote King | Nov. 16, 2021 | Inksights
If your 2022 goals include increasing awareness of your law firm, becoming a well-known attorney in your practice area, or...
11 ways attorneys can improve their chances of securing speaking engagements
Michelle Calcote King | Sep. 13, 2021 | Inksights
Several years ago, I set out to become an industry speaker to promote Reputation Ink’s...
Why you should focus your marketing on one (or a few) industries
Michelle Calcote King | Aug. 2, 2021 | Inksights
This article originally appeared in DRI’s The Voice. We’ve all heard the age-old adage: “Half...
Why podcasting is an introverted lawyer’s dream networking tool
Michelle Calcote King | May. 30, 2021 | Inksights
The last time I went to a networking event (over a year ago thanks to COVID-19), I remember sitting in...
Why law firms need to know about the ‘excess share of voice’ rule
Michelle Calcote King | May. 6, 2021 | Inksights
Brands that have a higher “share of voice” than their “share of market” will grow....
The end of ‘done for you’ marketing: why attorneys must partner with marketers on knowledge extraction
Michelle Calcote King | Feb. 19, 2021 | Inksights
Demonstrating expertise through content such as blog posts, bylined articles, in-depth reports, videos, podcasts and...