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Making a Case for Content Marketing

Making a Case for Content Marketing on

Attract new clients and establish yourself as an expert with quality content creation

Everyone with even an iota of business experience has at least an inkling that the internet is a powerful tool for building a brand, advertising services, and attracting new clients. However, the world wide web is vast and can be more complicated from a business standpoint than it may appear to someone with casual social media and site surfing experience.

Developing an effective strategy for creating relevant content is essential to online success. Maximize your investment of time, money, and energy online by learning more about content marketing and how to put it to work for your law practice.

The evidence

Although attorneys were traditionally slow to adopt the idea of establishing an online presence, due to either a concern about the perceived informality of the medium or just a lack of understanding the relevance to their industry, the American Bar Association’s 2017 Legal Technology Survey shows that lawyers have adapted and evolved quickly to find their place on the internet. Law practices across the country are taking advantage of this valuable opportunity, with 71% of large law firms (100 to 500 or more attorneys) maintaining a blog.

Blogging is a popular tool for improving search engine optimization and positioning oneself as an expert in their field. A blog provides a platform for sharing useful information, developing a trustworthy and authoritative voice, and building a connection with a potential audience – all key facets to an effective marketing strategy.

The testimony

While content marketing is a type of advertising, it’s different from your typical sales approach. The goal of content marketing is to attract, engage, and convert readers into customers by developing a professional relationship they can appreciate, and it should be designed to add value and provide an incentive to your audience to read and share what you’ve posted.

You’re not selling your services to them outright, you’re delivering information that makes the audience realize that you’re a trusted source. People appreciate education over advertising. So, what are the steps to effective content creation?

  1. Identify your audience: Who is your target market? What are the needs of your clients? Develop a profile of the ideal client, including age, educational background, income bracket, and services needed and tailor content that would likely catch the interest of that invented persona.
  2. Understand their needs: What services would your typical client need? What kinds of questions would they be looking for answers to? Take some time to think of the questions you are frequently asked in consults, and of the advice you find yourself giving often. Make a list of a range of subjects related to your specific field.
  3. Develop your voice: What kind of image are you hoping to project? What tone best represents you? Even if you won’t be writing the content yourself, have an idea of how your online presence should sound. Formal, academic, relatable, wise, approachable, casual or some combination of the above?
  4. Make a list of topics: Keeping your intended audience, area of expertise, and range of subjects in mind, brainstorm about possible post topics. Don’t be conservative in your initial attempt, just write down everything that comes to mind because it may eventually spark another idea. Make this an ongoing effort – dedicate a notebook or Word document to listing potential subjects so that you can refer back to it and refine your thoughts.
  5. Create an editorial calendar: Once you’ve decided how often you plan on posting and what medium you’ll utilize to distribute your message (words, video, infographics, podcasts, or a combination of those on social media and/or your website), make a calendar of content topics. This is an important part of your posting strategy, as it will help keep you organized and motivated to continue. Use online analytics to determine which subject areas get the most traction via page views or social media interaction to help you further develop your future posting plans.

The verdict

Good content creation involves a lot of trial and error. Even the most well thought out online strategy may surprise you once you’re deep diving into the performance of each post. Have a plan, be prepared, and be willing to abandon ideas or adapt your approach based on results.

Above all else, remember your original intention: to help people. If you center your content around the idea of helping others, you’ll eventually develop an engaged and invested audience who will seek you out for additional counsel.

Looking for more legal industry and marketing tips? Check out the Boss Reporting Blog to better serve your business.

Technology and the Law

Technology and the Law on

6 technology trends for 2019 (and beyond)

The legal profession is steeped in tradition and precedence. However, even law firms must adapt to the times. Incorporating the latest technology in data storage, communications, marketing, artificial intelligence (AI), and cybersecurity are not only be more convenient but they are also essential in this competitive landscape.

Boss Reporting has put together this list of six tech trends to look for in the upcoming year

 1.  Mobile communications

No matter how you look at it, mobile marketing is the way of the future. More and more people rely on their mobile devices for everything, from emails and shopping to internet research and social media communications. In some cases, mobile use has surpassed that of computers. Mobile scheduling is one new service that any law firm or legal professional should consider. You can schedule court dates, inform clients about meetings, and schedule court reporting services easily and more efficiently.

2.  Online presence

Having a strong presence on social media is an absolute in this digital age. You should have accounts on Facebook and Twitter at the least. Another option is LinkedIn, which caters more to professionals.

Search engine optimization (SEO) on is also vital. Most people begin their search for an attorney online, so ensuring that your name pops up when someone searches for your areas of concentration can make the difference in landing new clients. Blogging is also still a good way to optimize search engine capability while establishing your expertise in a certain area. You can also use these venues to collect emails for digital newsletters and email campaigns.

3.  Video marketing

Sometimes images are more powerful than words. Sites like YouTube make it easy to upload and share videos on social media, your website, in blogs, and digital newsletters. A short, interesting video can give prospective clients a better feel for you and your firm. Videos are often easier to digest than long blocks of text, and people tend to remember them better. They are also shareable, meaning other people can post the video to their social media sites.

4.  Artificial intelligence (AI)

AI and machine learning is the next wave of technology, and it is an area that is becoming more important by the day. Law firms should be poised to take advantage of AI to streamline operations and make case preparation more efficient.

5.  Cloud technology

Cloud technology makes it possible to remotely store data and documents so everything can be accessible to those who need it. This type of technology has become more affordable so that large and small firms alike can use with it without needing a sophisticated infrastructure or expensive servers.

6.  Cybersecurity

Perhaps no area has undergone more scrutiny lately than cybersecurity. First, law firms must find better ways of protecting the sensitive and private information of clients.

A report by the American Bar Association exposed some troubling findings:

  • In 2016, three Chinese nationals were indicted for breaking into law firms as part of an insider-trading scheme.
  • In June 2017, a global cyber attack…hit a major global law firm, forcing the shutdown of its phone, email, and information systems.
  • Law firms have continued to expose W-2 tax forms in phishing attacks.
  • Laptops and smartphones have been lost or stolen.
  • Law firms have been victims of ransomware attacks.
  • 22% of respondents in the study reporters they had experienced a security breach.

“The ABA 2017 Legal Technology Survey Report…shows that many attorneys and law firms are employing some of the safeguards…It also shows, however, that many are not using security measures that are viewed as basic by security professionals.”

Law firms must invest in better security measures and devote time to educating employees on “best practices” when it comes to cyber attacks and malware, which often come through emails as links or attachments.

Understanding and utilizing the latest tools and technology is essential if law firms and other legal professions want to stay competitive, operate more efficiently and protect sensitive client data. Do your homework and determine how you can keep up with the times. Be sure to determine your best option when it comes to court reporting services.

At Boss Certified Realtime Reporting, we’ve been providing nationwide court reporting services for trials, depositions, mediations and more since 1995. If you’d like help or more information, you can call us at 954 467 6867 or complete our contact form to let us know how we can assist you.