While content marketing is far from insurmountable, it’s not so easy that you can simply fill your blog with a wave of articles and rake in clients. Despite this, many law firms make the mistake of producing large amounts of content without really thinking about why they do it and how it actually benefits their prospects.
This autopilot-like approach is commonplace among law firms, often because of pressure from competition or because they don’t want to question who they’re working with to produce the content. If you find that your content strategy isn’t working, it isn’t too late to make a change and get back on track.
Taking the time to ensure that your content marketing and business goals are aligned will help you create better content that improves engagement and leads to more prospects. The right approach can also make your content the differentiator that puts you above competing law firms and establishes your firm as a thought leader in your industry.
Here are 5 content marketing essentials that your law firm can use to take your content strategy to the next level.
Chances are that your firm has some goals for the near future. Whether it’s to grow your business, offer a new service, or expand in a certain practice, content marketing can help – but only if you align your content strategy with those goals. Use research and analytics to determine what type of content to produce and where to share it.
Whether it’s by answering a question or solving a problem, your content needs to provide real value. In other words, you need to show your audience why you’re the best law firm instead of just telling them. Think about how you can use content to demonstrate your knowledge and expertise.
Don’t forget about who your clients are, either. Chances are that they’re not lawyers, so ditch the jargon and write in a tone that speaks to them directly. Take the blog posts made by this Charleston criminal lawyer. They’re informative, easy to read, relevant to their target audience and packed with just the right amount of helpful information.
Determine which channels your clients commonly use and leverage their potential. Are they on Instagram? Or do they prefer LinkedIn? To succeed, you need to demonstrate your mastery of the channels you’re using by adjusting the length, tone and nature of your content accordingly.
Your content is near-useless if it isn’t optimized for search engines. Familiarize yourself with the essentials, such as keywords, headings, page speed, link building, title tags and content length. Get this right and a much larger part of your target audience will discover your firm.
Breaking up your articles with photos and videos makes them significantly more readable. Additionally, using visuals such as infographics can serve as free advertising. If you share an infographic with valuable industry information, people will share it and your authority will grow.
With a solid content marketing plan, you can benefit from a significant return on investment. Focus on providing value and showing your clients why you’re the only firm they should work with.