In the earlier days, traditional methods such as putting up your service ads in the newspaper and sending out brochures would have worked for your law firm but now times have changed, and you need to improve your methods to get optimum results in this digital age. So which current trend in marketing can help you achieve this? The answer is content marketing for law firms.
Content marketing is the process of coming up with good written and visual matter to be published and distributed on digital platforms such as social media, websites, blog posts, articles, etc. The idea behind content marketing is not to openly publicize the product or service but to engage the online users with impressive content and thereby, to build their interest in your product or service. So how do you go about doing content marketing for law firms? We will help you to start.
Image Source: Wikimedia Commons
Have a Goal
Before you start to plan your content marketing for law firms, the very first thing you need to decide on is the goal. When deciding the goal, you need to think about the purpose or the objective of your content and accordingly set the end goal for your strategy.
An easy way to work on your goals is by setting up step by step objectives. So, once the first objective is achieved, you can swiftly move on to the other objective. If this is the very first time you are structuring your law firm content, you can start by building awareness about the existence of your law firm among the masses. For example, you could write blogs or case studies about common legal issues and end it with a mention that you do handle such types of cases.
Once the brand awareness is created, it’s time to increase your visibility. For this reason, you need to put up frequent blog posts, articles, case studies, etc. to keep the regular readers engaged. Engaging the masses will be an easy task if you have the right type of quality content. Try to mold your content in such a way that your readers should be able to find the answers to the questions they have in mind. The final goal of your content strategy should be to build a bond with your reader by being responsive towards their individual queries in the comment and review sections.
Define the Target Audience
Your next step should be to determine and identify your target audience, also commonly known as the persona of your content. When you create content, the idea should always be to appeal the readers. To do so, you need to know who are your readers.
Before you start working on your content marketing for law firms, try to do a small research and find out who all will be your target audience. This can simply be done by asking yourself a few questions such as who would be interested to read your content, what would they be looking for and what types of the audience would they be.
When we talk about content marketing for law firms, the target audience can be of a varied. Your audience can be anyone from the people planning to get a divorce to people stuck in professional legal battles. The trick is to create content which works for all types of your target audience, and yet the quality of the content should not be compromised. Make it easier for readers by having the categories section which helps the readers choose the content of their choice. For example, you can have an archive in your blog section which segregates blogs for different topics such as corporate law, domestic law, etc.
Analyze Your Existing Content
If you are someone who has already started working on your content or has existing content, you need to analyze it. Before you go ahead and plan the content type for your website, just go through your existing content. Check what it is lacking and what needs to be reworked on.
When evaluating your content, the first thing to sort out is the content that can be revamped and used for your new strategy. The next thing you need to ensure is that the quality and tone of your content matches the audience persona. The final step is to check for the SEO-friendliness of the content. Find out the inappropriate links or lack of links in your content. Create SEO-friendly keywords and insert them into the content to enhance your SEO.
Decide on Your Content Matter and Concepts
After analyzing what you already have in the content form, it’s time to move on to start a new thought process for the new content.
Keeping all the above-mentioned points in mind, your task now is to come up with concepts, topics, and ideas for your content. Do not make quick decisions when deciding your concepts but take your time and think of concepts that work well for your firm. For example, as a law firm, take a look at the services you provide and come up with good content related to those services. Also, if you do not have the proficiency to churn out high-quality content, go ahead and outsource the job to a good content marketing firm.
While it is easy to say, coming up with good topics can be difficult. To make it easy for you, there are various online tools which will help you come up with good ideas such as Feedly.
Choose the Type of Content
When we talk about content marketing, the concept is very wide and content being a comprehensive term includes a different variety of content. Some of these are:
Infographics: Infographics are a visual type of content format with little-written matter explained using images. The idea behind infographics is to appeal to the visual interest of the reader by providing a diagrammatic explanation of your selected topic. Here is an example for you.
Image Source: Wikimedia Commons
Videos: Videos are another form of visual content which was not used much but has been extensively considered by many marketers today. With the help of videos, you get the flexibility to actually address your target audience and explain your concepts in a better manner.
Blog posts: Blogs are articles and write-ups that are a part of your website. These provide you with a good opportunity to connect with your potential clients by having a more conversational tone and by providing solutions, ideas, and suggestions for their problems. For example, you can come up with topics such as “X reasons why small businesses should hire a lawyer”. Such topics not only provide information to the readers but also makes them understand how you can be useful to them.
Ebooks: Ebooks are just books but in a digital format. Since they are books, the content matter is vast and include images as well. These Ebooks are a good tool for content marketing as websites generally provide access to these eBook to the reader after the reader provide his/her contact information.
Podcasts: Podcasts are a type of content which you may decide to use for a part of your target audience which might not be interested in reading long posts. There are some people who do not like to sit and read the content. For such people, podcasts or audio-only content is a good way to reach out.
Templates: Often people look up things on the internet when they do not know how to do them. When such type of searches is done, the results generally consists of templates. Templates are nothing but structures of different types which people look for, for example, templates to write a petition, etc.
Work on Your Distribution Channels
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Planning a strategy for content marketing for law firms does not stop once the content is created and up on your website. To start seeing the actual benefits of your hard work of content creation and planning, you need to spread the word about your content. And how do you do that? By choosing the right distribution channels to spread your content on the web.
The major element which works wonders in spreading your content on the web is social media. Social media is a group of different platforms which help people share content in different forms. Content marketing for law firms needs to be done strategically and so should be the choice of distribution channel selection. LinkedIn will be a good option to tap the corporates and professionals. Facebook is another good option to share your content. For a law firm, Instagram might not be a good option as it only focuses on images.
Marketing in today’s world is a necessity to sell anything and everything. The lack of same will not stunt the growth of your business but will definitely leave your firm behind in this competitive world. Lack of marketing will make your law firm unknown to people. Content marketing being the current trend is also something which needs extra efforts and in-depth planning to achieve the desired result. It is, however, the most cost-effective method as you get a better return on investment by working on content which will help you acquire prospective clients for your legal services. Now that you have an idea of how you can plan content marketing for law firms, you should go right ahead and start it for your law firm. However, it is highly recommended that you take professional help to get a better result. You could always outsource your content marketing to a good content marketing firm for this purpose.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.