5 Law Firm Content Marketing Best Practices
Updated: Jun 29, 2020
Many people think content marketing is just about writing blog posts and linking to them on social media. In today’s highly competitive and information-saturated world, content marketing goes beyond blog writing. It encompasses a multitude of content that builds relationships with audiences without explicitly selling your goods or services, including blog posts, but also eBooks, case studies, guest articles, webinars and newsletters.
So why should you care about content marketing? Because when executed properly, content marketing can generate three times more leads while costing 62% less. Read our blog posts to find out how your business can benefit from content marketing and how a content marketing strategy positively benefits your law firm.
Here, we share 5 best practices that will help create an effective content marketing strategy for your law firm. These tips, of course, can be also applied for other business types.
1. Use your content to provide value for your target audience
When producing your content, make sure it’s customer-centric, offers value and provides relevant information. To do so, you have to consider your target audience.
Who are your law firm’s ideal clients? Your legal services are not geared for everyone so it’s crucial to identify exactly who you want looking for and reading your content. To ensure your legal content is written for your audience, ask yourself questions such as:
● What challenges do my ideal clients face?
● What do my (potential) clients care about?
● What are their goals?
● What changing legal issues or trends affect them?
You may have more than one answer to each question since you can have more than one client segment, especially if your firm covers multiple practice areas. Many organizations have several target audiences, even those firms that have a specific niche.
Write as though you're explaining something to a friend who doesn't understand the law. Use clear and easy-to-understand language. If you have to use legal terms, make sure your audience knows what they mean.
If your content can engage, educate and speak the language of your audience, you’ll grow your brand awareness and credibility, and generate more leads for your law firm.
2. Create your content mix
Since you now know who your audience is, you can decide the best types of content to produce. Again, you’ll need to take your audience and their interest into consideration.
For example, if you find that your audience has a busy schedule and prefers more visual content types, videos or podcasts will catch their attention better than blogs so they can listen on the go. Determine how your audience prefers to take in its information--videos, podcasts or reading--and create content for such formats.
There are myriad content types that you can look into, from blogs, ebooks, newsletters, and case studies to infographics, videos, podcasts, webinars, presentations and interviews. For each piece of content you publish, try to incorporate 3-4 other content types to help you promote it to your audience. For example, revise the content of a blog post to create a video and a podcast, then pull out quotes to create images that you can share on your social media.
Repurposing content makes content marketing more efficient and solidifies your position as an authority on a subject.
3. Focus on quality, not quantity
Effective content marketing doesn’t entirely depend on the amount of content you publish each month. Instead, quality outweighs quantity. One high-quality, informative blog post is much better than four quickly written posts with little information. Besides being clear and useful, your content should also be:
● Accurate: The information included in your content should be backed up with reliable sources. Make sure the information given is accurate and relevant for your clients.
● Readable: Make sure you have enough whitespace in your blog posts. Keep paragraphs short, 3-4 sentences and around 20 words each sentence for easier readability. Use langauge that's easy to understand.
● Actionable: Your content should improve your audience’s life in some way. After consuming your content, your audience should be able to take action or should feel more informed about a given topic. Give them a set of steps to follow to solve their problems. This will help build your credibility as an expert.
4. Be engaging
Sure, some legal topics can be dry. But that doesn't mean your content has to be boring.
Focus on telling engaging stories. Don't just explain the application of a law, show how it has been applied. Don't just talk about how the law affects clients, share a typical story where a client has been impacted and how you helped (obviously without violating any confidentiality).
Using different content such as videos, audios, and infographics will not only help your legal content be more engaging but will encourage people to share it on social media.
5. Measure Your Content Marketing Efforts
One of the great things about content marketing is you can set goals and analyze metrics to determine how successful your efforts are. You can examine number of page views, conversion rates, and overall engagement to see if your law firm content marketing is achieving your goals. If it is, great. If not, you can make adjustments to optimize your legal content marketing, turning more viewers into leads.
Remember that while metrics are useful, it's important not to get too caught up in them. You may want a 20% increase in blog post viewers, but not all views are potential leads. It's important to focus on the type of viewer who is most likely to value your information and become a client.
It takes time and effort to produce high-quality, relevant and informative content that adds value for your audience. But once done properly, content marketing can improve the your firm's online presence, bring in more leads and build a strong client foundation.
Interested in having a dedicated professional to take care of your law firm’s content marketing? Corporate Writers has specialized in developing content for nationwide and boutique law firms since 2006. Whether it’s an optimized content marketing strategy, an SEM plan, a website redesign, newsletters or blog posts, we’re here to take care of your content marketing so you can focus on your legal practice. Contact us today for full content marketing solutions to generate more leads and grow your client lists.