• Mia Duong

What Goes Into Your Law Firm's Content Marketing Strategy?

Updated: Jun 29, 2020

Whether you’re just starting out with content marketing or you’re already familiar with it and have been using a specific approach for your law firm for a while, it never hurts to revise your content plan.

Content marketing is no longer about posting a 500-word article with a 2% keyword density. Now, superficial content practices can have a negative impact on your firm's online presence. The key is to always strategize before coming up with any content. Don’t just simply churn out content for its own sake, or you could find your website being ignored by search engines and viewers.

Developing a content marketing strategy is definitely not an overnight task, but it is worthwhile. Here are some frequently asked questions about content marketing strategies and information on what goes into such plans.

Do I really need a content marketing strategy for my law firm?

Absolutely. Not only do you need a strategy for your content marketing, but you also need to document it. For a closer look, we’ve pinpointed how a content marketing strategy can benefit your law firm here.

In short, a strategy will enhance your law firm’s marketing coherence, build a strong brand identity, improve your marketing productivity and bring on better insight and engagement from your target audience.

What should I include in the content marketing strategy for my law firm?

A content marketing strategy is an outline of your key business and customer needs, together with a detailed plan of how you will address them using various types of content.

There is no perfect formula to building a strategy for your content marketing. Every strategy is different due to the unique nature and goals of the business that created it. However, there are five components that are commonly included.

1. Your business case: This consists of the reasons for creating content and your vision of what successful content marketing looks like. A carefully designed business case will allow you to make mistakes here and there while figuring out what works best for your law firm without losing faith in your plan.

2. Your business plan: This covers the goals for your content marketing and the unique value you would like to obtain through your content. It should also include the opportunities and obstacles you may encounter when executing your plan.

3. Audience personas: This is where you describe your target audience, what their needs are, and what their content engagement behaviour may look like. You might also want to map out a buyer’s journey to figure out what content should go into which phase.

4. Brand story: This characterizes your content marketing in terms of ideas and messages you would use to communicate for your business and how they differ from other law firms.

5. Channel plan: This covers myriad platforms and channels you will use to tell your story; what are your objectives, processes and metrics for each platform; and how you will connect them all to create a cohesive brand image.

What steps go into developing a content marketing strategy for my law firm?

Developing a content marketing strategy for your law firm is a process that takes time and effort. Here are some important steps that go into a content marketing strategy:

1. Defining your goals

Great content is created with a specific purpose in mind. Ask what your ultimate goal is when creating content for your law firm. Is it to boost brand awareness, generate leads or improve search result rankings? Once your goals are clearly defined, it's easier to determine your overall strategy. Some strategies work best depending on the type of goal. For example, viral content is invaluable in boosting brand awareness but might be of little use in converting users.

2. Researching your audience

Your content strategy can only be effective when it addresses your audience's needs. Thus, you have to know who your audience is. Valuable information can be collected by checking what types of sites your audience is visiting, which content they’re engaging with and which social media platform they tend to share content on. Google Analytics can tell you the content on your site that your audience engages with and which social media platforms they prefer sharing on. The Demographics and Interests function of Google Analytics can be enabled to display the types of sites your audience engage with.

Different customer segments warrant different content, which is where Google Analytics comes in. Delve into it to find out what types of content attracts each segment and develop a suitable content strategy for each segment based on that information. This requires close monitoring and frequent revision of your plan.

3. Focusing on your niche

In a highly saturated market, there is an overwhelming amount of content on the internet that is reposted or simply does not provide any real value. To avoid having your content lost in that pack, create original content that stands out and provides specific value to your audience. The more specific your content is and the more you focus on your niche, the greater your chances of establishing yourself as an expert in your field.

You’ll want your content focused on your law firm's practice area rather than covering the entire legal industry, which results in scattering content that your audience may not find valuable.

4. Measuring your results

In order to know if your content marketing strategy is effective, you need to measure the results of your content marketing. Producing content without analyzing your audience’s feedback is akin to having a phone conversation on mute. It’s crucial to know what your audience responds to as well as what they ignore. There are some metrics that assist with this.

The first layer of information you can access is consumption metrics. You can get these metrics such as Average Time on Page, Bounce Rate and Pageviews in Google Analytics. This data can answer questions such as: Did your blog post bring on a surge in traffic? Did your users spend more time on a particular genre of content?

Social sharing metrics are great for measuring how engaged your audience is. Find out what types of content are being shared, who is sharing (gender, age, location, etc.), which platforms are being used and above all, what content is converting.

5. Listening to your clients

While utilizing data analysis gives you a good insight into your audience’s online behaviour, they’re still just numbers that hide a lot of subtleties.

As the owner of your legal firm, you really need to listen to your clients about what they did and did not respond to. Ask them for feedback and suggestions. There are various tools to effectively listen to your audience. You can use social media, read the comments on your posts, or ask other members of your staff who work directly with clients.

6. Amplifying your content

A sound content strategy and targeted content creation only make up half of the equation. The final part is to amplify your content. Determine the platform that your audience frequents online for specific types of content, then publish on those channels to reach them.

Developing a content marketing strategy for your law firm can be challenging. Expect to encounter roadblocks before figuring out what works best for you. A professional content marketing strategist, however, can save you time and effort, and maximize the returns on your marketing budget since they’re experienced in building successful content marketing and can easily analyze your metrics and revise your strategy.

Do you need an optimal content marketing strategy for your law firm but don’t know where to start? Corporate Writers has specialized in developing content for lawyers since 2006. We have considerable experience in legal content, whether you need a thorough content marketing strategy, a search marketing plan, blog post generation or a website renovation. We’ve helped nation-wide and boutique law firms optimize their marketing budget to generate leads and grow their client list. Contact us today for comprehensive marketing solutions for your law firm.