5 Reasons Your Law Firm Needs a Content Marketing Strategy
Updated: Jun 29, 2020
Though content marketing has proven to be a very effective marketing tool, many law firms think they don't need a content marketing strategy.
Law firms tend to produce reactive content issued in response to an important courtroom victory or class action lawsuit announcement. This is often because their audience tends to start searching for attorneys when they need one. However, being proactive with your law firm content marketing has substantial benefits, including developing a relationship with potential clients and ensuring your law firm can be found when people start their search.
What is a content marketing strategy?
A content marketing strategy combines creating, publishing, and distributing your law firm's content to increase website traffic, encourage leads and grow your client list. It also includes analyzing your content and its metrics to determine how successful the materials you publish are at helping you achieve your goals.
Content marketing involves everything from blogs to social media; press releases to videos; and podcasts, ebooks, and any other downloadable materials or interactive tools that establish your expertise and highlight your brand.
And it all helps you generate solid, qualified leads that become your clients.
Here's why your law firm needs a content marketing strategy:
It ensures coherence
Nowadays marketing campaigns are multi-channel, with materials spread out across a wide range of mediums. For example, you can write about a legal update on your blog and share it on Facebook. At the same time, you can tweet about a legal victory and publish an e-book about employee rights during COVID. Content marketing allows your law firm to reach your audience via myriad channels.
Without a content marketing strategy, such variety creates the issue surrounding cohesiveness among your content. It also increases the chances of reader confusion, if your communications on the various channels aren't integrated and consistent.
A well-developed content marketing strategy helps your law firm chart its path. It gives you a clear picture of your content flow across all channels and ensures everyone involved in developing content is on the same page, so to speak. It ensures your messaging is consistent and establishes your brand.
It develops a strong brand identity
These days, a strong brand identity is vital, especially in law firms. With a highly saturated market and a huge number of competitors, your law firm needs to stand out from the crowd and set its own path.
Content marketing is ideal for expressing your personality and showcasing your expertise. A strategy helps you build a strong, memorable, cohesive brand. The questions you answer in building your marketing strategy and developing your brand—who is your target audience, how will you reach them, what image do you want representing your legal practice—all help develop a solid relationship with potential clients, which helps turn them into new clients.
A content marketing strategy ensures your law firm’s content is consistent and cohesive, and is always supportive of your goals and your identity. It lets clients know who you are, what makes you stand out, and why they should hire you.
It builds trust.
It improves your content marketing productivity
Having a firm plan is crucial for making any tangible progress in any task; the same is true for your law firm’s content marketing. A coherent strategy mapping out how much content is needed, and where and when it must be posted will save you from unnecessary headaches from trying to remember where you last posted and when. And about what.
As a lawyer, you're likely very busy and have very little time to develop your own content. It might be something that gets pushed to the next day, repeatedly, until months have gone by and you've published no content. A strategy allows you to set clear and specific weekly and monthly goals and stick to them. Maybe you want to write two blog posts per week, update Facebook and LinkedIn twice a week each and publish one video every two weeks.
Having a strategy in place makes it easier to repurpose content, see where there are gaps in your current content and determine strengths and weaknesses in the content you produce. It helps you reach your goals and shows if you're falling behind. It also stops you from spending your time on content or media channels that don't help you achieve your goals.
Your strategy also allows for flexibility. You can still write a blog post about an unexpected recall or change in the law. Your plan allows you to publish content that is both proactive and reactive. It just ensure you do so in a consistent way.
It shows you understand your audience
Good content marketing responds to your target audience’s needs. How can you be sure the content generated solves your audience’s concerns? Successful content marketing is a process of executing, observing, tinkering and tweaking until you get the results you need.
Having a documented strategy for your law firm's content makes it easier for you to track your progress and determine what works and what doesn’t for your audience. You will develop a complete picture of your target audience and produce high-quality content that addresses their needs because you understand what their needs are.
It engages your audience, and your audience's audience
A follower on your social media finds your legal blog post interesting and shares it. A friend looking for a lawyer runs across the social media post and finds your website, then contacts your office based on the content he reads. She becomes your client. She then follows you on social media and shares your posts to her audience. More people find you.
Metrics reveal how your audience engages with and reacts to your content. A detailed content marketing strategy allows you to make the most out of these metrics to enhance connection with your audience. Your law firm can determine how best to engage your audience across various channels and how to convert them into potential clients, based on its goals and target audience.
As you collect more data, you will be able to develop campaigns to engage your audience no matter how they find you. You'll see which content encourages people to reach out to you and which content they read without engaging further. You'll be able to link your e-books to your blog posts and your campaign pages, further developing your relationship with potential clients because your content is consistent and cohesive.
Do you need a content marketing strategy for your law firm? Since 2006, Corporate Writers has specialized in developing content for lawyers. Whether you need a full content marketing strategy, an SEM plan, a website revamp, news releases or blog posts, we're here to help you with your law firm marketing content. We’ve helped nation-wide and boutique law firms generate new leads and grow their client lists. Contact us today for optimized marketing solutions for your law firm.