Winner: Marler Clark LLP PS and Lexblog
Campaign: Bill Marler's Marlerblog (http://www.marlerblog.com)
For the past 15 years, Marler Clark has carved a niche as one of the top law firms specializing in representing victims of every major food illness outbreak. Seeking a platform that would enable him to communicate important information about food illness litigation while building the Marler Clark brand, attorney Bill Marler opted to create an eponymous blog (http://www.marlerblog.com). After considerable research, Marler enlisted the services of Kevin O'Keefe, founder of LexBlog, to help him build and design the blog.
Compelling Content Piques Interest
To attract a flow of visitors, Marler sought to create compelling content. Among the blog's highlights are Marler's breaking news on food safety legislation, which further reinforced him as an authority. He also uses the blog to call for better regulations, recalls and improvements in the food supply. Plus, the blog's look is regularly updated; it's also easy to navigate. Readers can smoothly move to one of the other Marler Clark blogs or Web sites.
A Blog-Based Marketing Strategy
Marlerblog is quoted in other important blogs on law and food safety, including the Wall Street Journal blog, Food Safety News and Food Snark--this is a key component of Marler Clark's marketing strategy. For his efforts in alerting the public about food safety, Bill Marler was dubbed the "Avenging Angel of the Chowpocalypse" by the Haphazard Gourmet Girls.
Readership averages 500-600 visits per day, increasing to as many as 4,000 during the peak of an outbreak crisis; 20% of readers are repeats, with many making more than 100 visits over the year.